This article investigates the problem of Polish and South Korean Millennials' consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally...

From the perspective of live commerce consumers in South Korea, this study aimed to investigate the changes in consumer interest since the onset of the coronavirus disease 2019 (COVID-19) pandemic. To this end, a consumer perception survey on live commerce was conducted. Further, this study...