China Outbound Traveling:“Generation Y”Is Growing

Leisure travel was the most common reason that young luxury travelers ventured abroad.In the past year,although the growth rate of the Chinese economy has slowed down,the impact of a steadily growing number of high net-worth individuals witnessed over 120 million Chinese citizens traveling abroad,of which,70 million were tourists.According to statistics from the International

Generation Y and Online Advertising： Perceptions and Preferences of Social Media Networking Sites （SMNSs）

Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.

NIKE CORRE： Generation Y Moves the Running Market

Focus on customer experience has proven to be one of the most important tools for the acceptance of the message of a brand by Millennials （Generation Y）. The aim of this study is to demonstrate how Generation Y influences, through their behavior and customs, the decisions to be made by the marketing area of companies. In this sense, the study seeks to demonstrate this situation by addressing the running market, which is consistently growing in Brazil and has unexplored niches, as in the case of a group of young runners who belong to Generation Y that called the attention of Nike＇s running segment, and was the focus of this research study. The case study was conducted by the qualitative method, based on an empirical investigation, in addition to a literature review. In this sense, it addressed the emergence of Generation Y, and how was the progress of the media that monitored it during this transition, going through multi-platform advertising. This approach is followed by a study of the running market and the role of Nike in it, how the project emerged and its relationship with Generation Y＇s behavior.

Designing generation Y interactions:The case of YPhone

Background With an increasing number of products becoming digital,mobile,and networked,paying attention to the quality of interactions with such products is also becoming more relevant.Although the quality of such interactions has been addressed in several scientific studies,little attention has been paid to their implementation in real life and everyday contexts.Methods This paper describes the development of a novel office phone prototype,called YPhone,which demonstrates the application of a specific set of Generation Y interaction qualities(instantaneous,playful,collaborative,expressive,responsive,and flexible)in the context of office work.The working prototype supports office workers in experiencing new types of interactions.It was set out in practice through a series of evaluations.Results We found that the playful,expressive,responsive,and flexible qualities incur greater trust than the instantaneous and collaborative qualities.Such qualities can be grouped,although this may differ for different evaluated products,and researchers must be cautious about generalizations.Conclusions The overall evaluation was deemed positive,with some valuable suggestions provided regarding its user interactions and features.

Factors attracting Chinese Generation Y in the smartphone application marketplace

Smartphone applications （apps） are becoming in- creasingly popular all over the world, particularly in the Chi- nese Generation Y population; however, surprisingly, only a small number of studies on app factors valued by this im- portant group have been conducted. Because the competition among app developers is increasing, app factors that attract users＇ attention are worth studying for sales promotion. This paper examines these factors through two separate studies. In the first study, i.e., Experiment 1, which consists of a survey, perceptual rating and verbal protocol methods are employed, and 90 randomly selected app websites are rated by 169 expe- rienced smartphone users according to app attraction. Twelve of the most rated apps （six highest rated and six lowest rated） are selected for further investigation, and 11 influential fac- tors that Generation Y members value are listed. A second study, i.e., Experiment 2, is conducted using the most and least rated app websites from Experiment 1, and eye tracking and verbal protocol methods are used. The eye movements of 45 participants are tracked while browsing these websites, providing evidence about what attracts these users＇ attention and the order in which the app components are viewed. The results of these two studies suggest that Chinese Generation Y is a content-centric group when they browse the smart- phone app marketplace. Icon, screenshot, price, rating, and name are the dominant and indispensable factors that influ- ence purchase intentions, among which icon and screenshot should be meticulously designed. Price is another key fac- tor that drives Chinese Generation Y＇s attention. The recom- mended apps are the least dominant element. Design sugges- tions for app websites are also proposed. This research has important implications.

Generations Y and Z in Auditing—Solutions for Enthusing the Young Generations about a Job in the Audit Sector

The audit sector has a problem in recruiting junior staff,which is exacerbated by the changing desires of the youngest generations entering employment,Generations Y and Z,and supposedly by the growth of digitalization.Members of these generations apparently do not find working conditions in the audit sector attractive.This article therefore compares the audit sector’s requirements for potential employees with the expectations of Generations Y and Z of an employer,using the example of the German market.The sector’s requirements are determined with a content structuring qualitative content analysis of selected job advertisements.The expectations of the generations were elicited from the relevant literature,and especially from empirical studies.The analysis reveals the gap between the expectations of members of the youngest generations entering employment and the requirements of the audit sector.Subsequently,potential strategies for attracting sufficiently qualified young staff in the future are outlined.

Generational management in corporate America： The differences and challenges in management of four generations of working adults

There are many differences and challenges that employers face while managing employees in the current work force. Our present day workforce is made up of a diverse group of people： Matures, also known as Veterans （age 55＋）, Baby Boomers （age 45-54）, Generation X （age 35-44） and Generation Y also known as Millennial （age 18-34）. The differences and challenges among these groups will be evident when reviewing recognition and praise, managerial styles, subordinate responses to generational leadership. Companies are stepping back and looking more holistically at how to develop programs and deploy technology that will speak to four distinct generations in the workforce （Sprague, 2008）. Each generation has their own definition of work ethic, responsibility, and performance. The best way to deal with the multi-generations is coming up with ways that make everybody feel like they are members of a team, thus helping them to learn how to develop a better way of communication than what exists between them now. If everybody is a part of a team, then they are all sharing the benefits that the other generations can bring to the table, making them a strong entity. Matures and boomers can become mentors to the X and Y＇s, and the X and Y＇s can then share and impart their knowledge of technology to the Matures and boomers. Companies in today＇s workplace must learn a better way to understand the values of the four generations, for it is very important in understanding and guiding these people in the workplace. Without this proper understanding, the guidance and alliance that managers are hoping to achieve will be even longer in the making and then one, possibly two, whole generations will be gone from the workforce and their knowledge and skill gone as well.

Depreciation of Millennials in Organizational Settings: What Underlying Factors in a Traditional Values Context

This study sets out to examine:In a traditional value context,which variables are related to the attitude of depreciation of Millennials by GX in an organizational setting?Through a Factorial Correspondence Analysis,it is postulated that three factors would be at the origin of the depreciation of Millennials in an organizational environment.The analysis shows a correlation between the 10 variables analyzed,but two factors emerge:the GY’s ability to invest or build and the GY’s commitment to starting a household.The hypothesis that there are three latent factors underlying the data analyzed is therefore rejected.

A Cross-Cultural Initiative： Engaging China＇s Middle Class

This study provides an evaluation of China＇s growing middle class, the new consumers for world economies and estimated to be 300-500 million people. By using internal analysis of market and nonmarket variables, we detail how the future growth rate of the middle class is dependent on three issues： domestic consumption trends of Generation Y in China, the valued opportunity of the science and technology industry, and the importance of maintaining a strong work force able to increase productivity. In particular, we discuss market demands from Generation Y, products best suited for Chinese consumers, and the effect social-economic inequalities in Western China will have on development measures of the middle class. Based on data collection, interviews, library research and econometric analyses, we show how these above issues will continue to influence consumer behavior, reform policies, and the growth of the middle class in China. It is important to note that economic growth and prosperity in China will only continue if the national government and private institutions, along with the international agendas of other countries, are in balance, and not excess, of the resources and capabilities available for desired growth levels.

Generation of sub-100-fs pulses from a diode-pumped Yb：Y3ScAl4O12 ceramic laser

We experimentally demonstrate the generation of sub-100-fs pulses from a diode-pumped passively mode-locked Yb：Y3ScAl4O12 （Yb：YSAG） ceramic laser. Stable mode-locked pulses as short as 96 fs at the central wavelength of 1052 nm with a repetition rate of -102 MHz are obtained. The laser has a maximum average output power of 51 mW. To the best of our knowledge, these are so far the shortest pulses and the first demonstration of sub-100- fs pulses obtained from the mode-locked Yb：YSAG ceramic lasers.