Online shopping has grown exponentially in the last decade, benefiting both consumers and companies. Among several advantages, online shopping lets consumers compare values and prices from different stores on multiple mobile devices in real time. In addition, for young people, it is a way of expressing their identity and independence.

• Sandra Miranda(ADVANCE/CSG, ISEG, Universidade de Lisboa, Portugal)
• Susana Santos(ADVANCE/CSG, ISEG, Universidade de Lisboa, Portugal)
• Helena Martins Gonçalves(ADVANCE/CSG, ISEG, Universidade de Lisboa, Portugal)