{"id":23654,"date":"2025-05-27T21:11:37","date_gmt":"2025-05-27T18:11:37","guid":{"rendered":"https:\/\/nemeculab.dmc.ionio.gr\/studentmedia\/?p=23654"},"modified":"2025-05-31T21:00:20","modified_gmt":"2025-05-31T18:00:20","slug":"generation-z-and-key-factors-on-e-commerce-a-study-on-the-portuguese-tourism-sector","status":"publish","type":"post","link":"https:\/\/nemeculab.dmc.ionio.gr\/studentmedia\/generation-z-and-key-factors-on-e-commerce-a-study-on-the-portuguese-tourism-sector\/","title":{"rendered":"Gen Z \u03ba\u03b1\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2-\u03ba\u03bb\u03b5\u03b9\u03b4\u03b9\u03ac \u03c3\u03c4\u03bf \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf: \u039c\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc \u03c3\u03c4\u03b7\u03bd \u03a0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03af\u03b1"},"content":{"rendered":"<p data-start=\"78\" data-end=\"349\">\u0397 \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1 \u03b5\u03c1\u03b5\u03c5\u03bd\u03ac \u03c4\u03b9\u03c2 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ad\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 \u03c4\u03b7\u03c2 Generation Z \u03c3\u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c4\u03b7\u03c2 \u03a0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03af\u03b1\u03c2, \u03b5\u03c3\u03c4\u03b9\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c4\u03bf\u03c5\u03c2 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03bc\u03ad\u03c3\u03c9 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03c5\u03b1\u03ba\u03ce\u03bd \u03c0\u03bb\u03b1\u03c4\u03c6\u03bf\u03c1\u03bc\u03ce\u03bd, \u03bc\u03b5 \u03c3\u03c4\u03cc\u03c7\u03bf \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b4\u03b5\u03b9\u03be\u03b7 \u03bd\u03ad\u03c9\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7\u03c2 \u03c4\u03bf\u03c5 \u03bd\u03b5\u03cc\u03c4\u03b5\u03c1\u03bf\u03c5 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03bf\u03cd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae.<\/p>\n<p><strong>\u03a3\u03cd\u03bd\u03b4\u03b5\u03c3\u03bc\u03bf\u03c2 \u03c0\u03bf\u03c5 \u03bf\u03b4\u03b7\u03b3\u03b5\u03af \u03c3\u03c4\u03bf \u03ac\u03c1\u03b8\u03c1\u03bf:<\/strong><\/p>\n<p><a href=\"https:\/\/www.scopus.com\/record\/display.uri?eid=2-s2.0-85105851115&amp;origin=resultslist&amp;sort=plf-f&amp;src=s&amp;sot=b&amp;sdt=b&amp;s=TITLE-ABS-KEY%28Generation+Z+and+Key-Factors+on+E-Commerce%3A+A+Study+on+the+Portuguese+Tourism+Sector%29\">https:\/\/www.scopus.com\/record\/display.uri?eid=2-s2.0-85105851115&amp;origin=resultslist&amp;sort=plf-f&amp;src=s&amp;sot=b&amp;sdt=b&amp;s=TITLE-ABS-KEY%28Generation+Z+and+Key-Factors+on+E-Commerce%3A+A+Study+on+the+Portuguese+Tourism+Sector%29<\/a><\/p>\n<p><strong>Citescore \u03c4\u03bf\u03c5 \u03c0\u03b5\u03c1\u03b9\u03bf\u03b4\u03b9\u03ba\u03bf\u03cd \u03ba\u03b1\u03b9 \u03bb\u03ad\u03be\u03b7 \u03ba\u03bb\u03b5\u03b9\u03b4\u03af \u03b1\u03bd\u03b1\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7\u03c2<\/strong><\/p>\n<ul>\n<li><strong>CiteScore \u03c0\u03b5\u03c1\u03b9\u03bf\u03b4\u03b9\u03ba\u03bf\u03cd (<\/strong><strong>Administrative <\/strong><strong>Sciences)<\/strong>: <em>4.8<\/em> \u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03b7 \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 2023<\/li>\n<li><strong>\u039b\u03ad\u03be\u03b5\u03b9\u03c2<\/strong><strong> \u03ba<\/strong><strong>\u03bb\u03b5\u03b9\u03b4\u03b9\u03ac<\/strong>: <em>e-commerce, tourism<\/em><\/li>\n<\/ul>\n<p><strong>\u0391\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03ac\u03c1\u03b8\u03c1\u03bf\u03c5<\/strong><\/p>\n<p>\u0395\u03b9\u03c3\u03b1\u03b3\u03c9\u03b3\u03ae<\/p>\n<p>\u03a3\u03c4\u03b7 \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03b7 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ae \u03b5\u03c0\u03bf\u03c7\u03ae, \u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03c4\u03cd\u03c0\u03c9\u03bd \u03c4\u03c9\u03bd \u03bd\u03ad\u03c9\u03bd \u03b3\u03b5\u03bd\u03b5\u03ce\u03bd, \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03ba\u03c1\u03af\u03c3\u03b9\u03bc\u03bf \u03b6\u03ae\u03c4\u03b7\u03bc\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03c7\u03ac\u03c1\u03b1\u03be\u03b7 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ce\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ce\u03bd \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u0397 Generation Z, \u03c0\u03bf\u03c5 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 \u03c4\u03bf\u03c5\u03c2 \u03b3\u03b5\u03bd\u03bd\u03b7\u03b8\u03ad\u03bd\u03c4\u03b5\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd 1995 \u03ba\u03b1\u03b9 2010, \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03ae\u03b4\u03b7 \u03ad\u03bd\u03b1 \u03b4\u03c5\u03bd\u03b1\u03bc\u03b9\u03ba\u03ac \u03b1\u03bd\u03b5\u03c1\u03c7\u03cc\u03bc\u03b5\u03bd\u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03cc \u03ba\u03bf\u03b9\u03bd\u03cc \u03c0\u03bf\u03c5 \u03bc\u03b5\u03b3\u03ac\u03bb\u03c9\u03c3\u03b5 \u03c0\u03bb\u03ae\u03c1\u03c9\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03b5 \u03ad\u03bd\u03b1 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03cc \u03c0\u03b5\u03c1\u03b9\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd. \u039f\u03bd\u03bf\u03bc\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b9 &#8220;<em data-start=\"278\" data-end=\"295\">digital natives&#8221;<\/em>, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03b4\u03b5\u03bd \u03ad\u03c7\u03b5\u03b9 \u03b3\u03bd\u03c9\u03c1\u03af\u03c3\u03b5\u03b9 \u03ad\u03bd\u03b1\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf \u03c7\u03c9\u03c1\u03af\u03c2 \u03b4\u03b9\u03b1\u03b4\u03af\u03ba\u03c4\u03c5\u03bf, smartphones \u03ba\u03b1\u03b9 social media (Duffett, 2017). \u039f\u03b9 &#8220;\u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03bf\u03af \u03b1\u03c5\u03c4\u03cc\u03c7\u03b8\u03bf\u03bd\u03b5\u03c2&#8221; \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c5\u03c8\u03b7\u03bb\u03ae \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae \u03b5\u03be\u03bf\u03b9\u03ba\u03b5\u03af\u03c9\u03c3\u03b7, \u03b1\u03bd\u03b5\u03be\u03b1\u03c1\u03c4\u03b7\u03c3\u03af\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03b1\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd \u03ba\u03b1\u03b9 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03b3\u03b9\u03b1 \u03ac\u03bc\u03b5\u03c3\u03b7 \u03c0\u03c1\u03cc\u03c3\u03b2\u03b1\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b1\u03c7\u03cd\u03c4\u03b7\u03c4\u03b1 (Tapscott, 2010).<\/p>\n<p class=\"\" data-start=\"560\" data-end=\"993\">\u039a\u03cd\u03c1\u03b9\u03b1 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c4\u03bf\u03c5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03ba\u03b1\u03b9\u03bd\u03bf\u03c4\u03bf\u03bc\u03af\u03b1, \u03b7 \u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ae \u03c3\u03ba\u03ad\u03c8\u03b7, \u03b7 \u03b5\u03c5\u03b5\u03bb\u03b9\u03be\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u03ad\u03bc\u03c6\u03b1\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03b7\u03b8\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03b1\u03be\u03af\u03b5\u03c2. \u03a0\u03c1\u03bf\u03c4\u03b9\u03bc\u03bf\u03cd\u03bd \u03b5\u03be\u03b1\u03c4\u03bf\u03bc\u03b9\u03ba\u03b5\u03c5\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b5\u03c2, \u03b5\u03ba\u03c6\u03c1\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bc\u03ad\u03c3\u03b1 \u03b1\u03c0\u03cc \u03c4\u03bf \u03b4\u03b9\u03b1\u03b4\u03af\u03ba\u03c4\u03c5\u03bf \u03ba\u03b1\u03b9 \u03b4\u03af\u03bd\u03bf\u03c5\u03bd \u03bc\u03b5\u03b3\u03ac\u03bb\u03b7 \u03b2\u03b1\u03c1\u03cd\u03c4\u03b7\u03c4\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ac\u03bd\u03b5\u03b9\u03b1 \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03c9\u03bd \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03bf\u03c0\u03bf\u03af\u03b5\u03c2 \u03c3\u03c5\u03bd\u03b1\u03bb\u03bb\u03ac\u03c3\u03c3\u03bf\u03bd\u03c4\u03b1\u03b9 (Flippin, 2017). \u03a0\u03b1\u03c1\u03ac\u03bb\u03bb\u03b7\u03bb\u03b1, \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03ac\u03c3\u03b7 \u03b1\u03c0\u03bf\u03bc\u03ac\u03ba\u03c1\u03c5\u03bd\u03c3\u03b7\u03c2 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ae \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1, \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b9\u03c2 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03c5\u03b1\u03ba\u03ad\u03c2 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2.<\/p>\n<p class=\"\" data-start=\"995\" data-end=\"1383\">\u03a3\u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1, \u03b7 Generation Z \u03b5\u03bc\u03c6\u03b1\u03bd\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c9\u03c2 \u03ad\u03bd\u03b1 \u03ba\u03bf\u03b9\u03bd\u03cc \u03c0\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03c1\u03cc\u03b8\u03c5\u03bc\u03bf \u03bd\u03b1 \u03c4\u03b1\u03be\u03b9\u03b4\u03ad\u03c8\u03b5\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf, \u03bd\u03b1 \u03b5\u03c3\u03c4\u03b9\u03ac\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03c4\u03bf\u03c0\u03b9\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03b2\u03b9\u03c9\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b5\u03c2, \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03c5\u03b1\u03ba\u03ac \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 (Posner, 2015).<\/p>\n<p class=\"\" data-start=\"1418\" data-end=\"1910\">\u039a\u03b1\u03b8\u03ce\u03c2 \u03b5\u03be\u03b5\u03bb\u03af\u03c3\u03c3\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03b2\u03b1\u03c3\u03b9\u03ba\u03cc \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03cc \u03ba\u03bf\u03b9\u03bd\u03cc, \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03b1\u03c6\u03ad\u03c2 \u03cc\u03c4\u03b9 \u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b1\u03bd\u03b1\u03b3\u03ba\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03c4\u03b5\u03c1\u03b1\u03b9\u03bf\u03c4\u03ae\u03c4\u03c9\u03bd \u03c4\u03bf\u03c5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03bd\u03b1\u03b3\u03ba\u03b1\u03af\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03c0\u03bf\u03c5 \u03b1\u03bd\u03c4\u03b1\u03c0\u03bf\u03ba\u03c1\u03af\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c3\u03b4\u03bf\u03ba\u03af\u03b5\u03c2 \u03c4\u03bf\u03c5\u03c2.\u00a0\u039c\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9, \u03b1\u03bd\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03b3\u03b9\u03b1 \u03c3\u03c5\u03c3\u03c4\u03b7\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03c4\u03b7\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u03c2 \u03c4\u03b7\u03c2 Generation Z \u03c3\u03c4\u03bf \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc e-commerce \u03c4\u03bf\u03bc\u03ad\u03b1, \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03b4\u03b9\u03bf\u03c1\u03b9\u03c3\u03c4\u03bf\u03cd\u03bd \u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae \u03c4\u03b7\u03c2 \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7.<\/p>\n<p class=\"\" data-start=\"1418\" data-end=\"1910\"><strong>\u03a3\u03c4\u03cc\u03c7\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03ba\u03bf\u03c0\u03cc\u03c2 \u03c4\u03b7\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2<\/strong><\/p>\n<p>\u03a4\u03bf \u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03bf\u03bd\u03b9\u03ba\u03cc \u03ac\u03c1\u03b8\u03c1\u03bf \u03c4\u03c9\u03bd Vieira et al. (2020) \u03ad\u03c7\u03b5\u03b9 \u03c9\u03c2 \u03ba\u03cd\u03c1\u03b9\u03bf \u03c3\u03c4\u03cc\u03c7\u03bf \u03c4\u03bf\u03bd \u03c0\u03c1\u03bf\u03c3\u03b4\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03cc \u03c4\u03c9\u03bd \u03b2\u03b1\u03c3\u03b9\u03ba\u03ce\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b4\u03b9\u03b1\u03b4\u03c1\u03b1\u03bc\u03b1\u03c4\u03af\u03b6\u03bf\u03c5\u03bd \u03c1\u03cc\u03bb\u03bf \u03c3\u03c4\u03b9\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03bc\u03ad\u03c3\u03c9 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5, \u03b1\u03c0\u03cc \u03ac\u03c4\u03bf\u03bc\u03b1 \u03c4\u03b7\u03c2 Generation \u0396 \u03c3\u03c4\u03bf\u03bd \u03c0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03b9\u03ba\u03cc \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1. \u03a3\u03ba\u03bf\u03c0\u03cc\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03c3\u03c5\u03bd\u03b7\u03b8\u03b5\u03b9\u03ce\u03bd \u03b1\u03c5\u03c4\u03ae\u03c2 \u03c4\u03b7\u03c2 \u03b3\u03b5\u03bd\u03b9\u03ac\u03c2, \u03b7 \u03bf\u03c0\u03bf\u03af\u03b1 \u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03b5\u03b9 \u03c4\u03bf \u03ba\u03c5\u03c1\u03af\u03b1\u03c1\u03c7\u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03cc \u03c4\u03bc\u03ae\u03bc\u03b1 \u03c4\u03b1 \u03b5\u03c0\u03cc\u03bc\u03b5\u03bd\u03b1 \u03c7\u03c1\u03cc\u03bd\u03b9\u03b1. \u03a4\u03bf \u03ac\u03c1\u03b8\u03c1\u03bf \u03b1\u03c0\u03bf\u03ba\u03c4\u03ac \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b7 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03bf \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03b2\u03b1\u03c3\u03b9\u03ba\u03cc \u03c0\u03c5\u03bb\u03ce\u03bd\u03b1 \u03c4\u03b7\u03c2 \u03c0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03b9\u03ba\u03ae\u03c2 \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03af\u03b1\u03c2, \u03b1\u03bd\u03c4\u03b9\u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03bf 19.7% \u03c4\u03c9\u03bd \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ce\u03bd \u03c4\u03b7\u03c2 \u03c7\u03ce\u03c1\u03b1\u03c2 \u03c4\u03bf 2019 \u03ba\u03b1\u03b9 \u03c4\u03bf 8,7% \u03c4\u03bf\u03c5 \u03c0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03b9\u03ba\u03bf\u03cd \u0391\u0395\u03a0 (PORDATA, 2019).<\/p>\n<p><strong>\u039c\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2<\/strong><\/p>\n<p>\u0397 \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03b2\u03b1\u03c3\u03af\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03b5 \u03c0\u03bf\u03c3\u03bf\u03c4\u03b9\u03ba\u03ae \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7, \u03b7 \u03bf\u03c0\u03bf\u03af\u03b1 \u03ba\u03c1\u03af\u03b8\u03b7\u03ba\u03b5 \u03ba\u03b1\u03c4\u03ac\u03bb\u03bb\u03b7\u03bb\u03b7 \u03c0\u03c1\u03bf\u03ba\u03b5\u03b9\u03bc\u03ad\u03bd\u03bf\u03c5 \u03bd\u03b1 \u03b1\u03c0\u03bf\u03c4\u03c5\u03c0\u03c9\u03b8\u03bf\u03cd\u03bd \u03bc\u03b5 \u03b1\u03ba\u03c1\u03af\u03b2\u03b5\u03b9\u03b1 \u03bf\u03b9 \u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2, \u03bf\u03b9 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ad\u03c2 \u03c4\u03b7\u03c2 Generation Z \u03b1\u03bd\u03b1\u03c6\u03bf\u03c1\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03bc\u03ad\u03c3\u03c9 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03cd\u03bf\u03c5. \u0397 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b1 \u03c3\u03c7\u03b5\u03b4\u03b9\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03bc\u03b5 \u03c4\u03ad\u03c4\u03bf\u03b9\u03bf \u03c4\u03c1\u03cc\u03c0\u03bf \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03b5\u03be\u03b1\u03c3\u03c6\u03b1\u03bb\u03af\u03b6\u03b5\u03b9 \u03c4\u03cc\u03c3\u03bf \u03c4\u03b7\u03bd \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03b5\u03c5\u03c1\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd, \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03ce\u03bd\u03c4\u03b1\u03c2 \u03b4\u03b9\u03b1\u03b4\u03bf\u03c7\u03b9\u03ba\u03ac \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03ba\u03c1\u03b9\u03c4\u03ac \u03b2\u03ae\u03bc\u03b1\u03c4\u03b1.<\/p>\n<p><em>\u0398\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03cc \u03a0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf<\/em><\/p>\n<p>\u0391\u03c1\u03c7\u03b9\u03ba\u03ac \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03b2\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae \u03b1\u03bd\u03b1\u03c3\u03ba\u03cc\u03c0\u03b7\u03c3\u03b7 \u03bc\u03b5 \u03c3\u03c4\u03cc\u03c7\u03bf \u03c4\u03b7\u03bd \u03b1\u03bd\u03b1\u03b3\u03bd\u03ce\u03c1\u03b9\u03c3\u03b7, \u03ba\u03b1\u03c4\u03b1\u03b3\u03c1\u03b1\u03c6\u03ae \u03ba\u03b1\u03b9 \u03b8\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03ae \u03c0\u03bb\u03b1\u03b9\u03c3\u03af\u03c9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03ba\u03cd\u03c1\u03b9\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd \u03c0\u03bf\u03c5 \u03bc\u03b5\u03bb\u03b5\u03c4\u03ce\u03bd\u03c4\u03b1\u03b9 \u03b4\u03b9\u03b5\u03b8\u03bd\u03ce\u03c2, \u03c3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03c4\u03b7\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u03c2 \u03c3\u03c4\u03bf e-commerce. \u0397 \u03b1\u03bd\u03b1\u03c3\u03ba\u03cc\u03c0\u03b7\u03c3\u03b7 \u03b1\u03c5\u03c4\u03ae \u03ba\u03ac\u03bb\u03c5\u03c8\u03b5 \u03c0\u03bf\u03b9\u03ba\u03af\u03bb\u03b5\u03c2 \u03c0\u03b7\u03b3\u03ad\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03bf\u03bd\u03b9\u03ba\u03ac \u03ac\u03c1\u03b8\u03c1\u03b1, \u03b2\u03b9\u03b2\u03bb\u03af\u03b1, \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03ba\u03b8\u03ad\u03c3\u03b5\u03b9\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03cc\u03c3\u03c6\u03b1\u03c4\u03b5\u03c2 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03c6\u03bf\u03c1\u03bf\u03cd\u03bd \u03c4\u03b7 Generation Z, \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7, \u03c4\u03b7\u03bd \u03c4\u03b9\u03bc\u03bf\u03bb\u03cc\u03b3\u03b7\u03c3\u03b7, \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03c4\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ce\u03bd \u03ba\u03b1\u03bd\u03b1\u03bb\u03b9\u03ce\u03bd \u03c3\u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc.<\/p>\n<p><em>\u03a3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc\u03c2 \u0394\u03b5\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2<\/em><\/p>\n<p>\u039f \u03c0\u03bb\u03b7\u03b8\u03c5\u03c3\u03bc\u03cc\u03c2-\u03c3\u03c4\u03cc\u03c7\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2 \u03ae\u03c4\u03b1\u03bd \u03ac\u03c4\u03bf\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd \u03b4\u03cd\u03bf \u03c6\u03cd\u03bb\u03c9\u03bd, \u03b7\u03bb\u03b9\u03ba\u03af\u03b1\u03c2 10 \u03ad\u03c9\u03c2 25 \u03b5\u03c4\u03ce\u03bd, \u03bf\u03b9 \u03bf\u03c0\u03bf\u03af\u03bf\u03b9 \u03b4\u03b9\u03b1\u03bc\u03ad\u03bd\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7\u03bd \u03a0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c0\u03c1\u03bf\u03b2\u03b5\u03af \u03c4\u03bf\u03c5\u03bb\u03ac\u03c7\u03b9\u03c3\u03c4\u03bf\u03bd \u03bc\u03af\u03b1 \u03c6\u03bf\u03c1\u03ac \u03c3\u03b5 online \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03bf\u03cd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03ae \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b1\u03c2. \u0397 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03b1\u03c5\u03c4\u03ae\u03c2 \u03c4\u03b7\u03c2 \u03b7\u03bb\u03b9\u03ba\u03b9\u03b1\u03ba\u03ae\u03c2 \u03bf\u03bc\u03ac\u03b4\u03b1\u03c2 \u03b2\u03b1\u03c3\u03af\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7\u03c2 \u03c4\u03c9\u03bd \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03bc\u03bf\u03c4\u03af\u03b2\u03c9\u03bd \u03c4\u03c9\u03bd \u03bd\u03ad\u03c9\u03bd \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ce\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ce\u03bd.<\/p>\n<p><em>\u0395\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03bf \u03a3\u03c5\u03bb\u03bb\u03bf\u03b3\u03ae\u03c2 \u0394\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd<\/em><\/p>\n<p>\u0393\u03b9\u03b1 \u03c4\u03b7 \u03c3\u03c5\u03bb\u03bb\u03bf\u03b3\u03ae \u03c4\u03c9\u03bd \u03b1\u03c0\u03b1\u03c1\u03b1\u03af\u03c4\u03b7\u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03ad\u03bd\u03b1 \u03b4\u03bf\u03bc\u03b7\u03bc\u03ad\u03bd\u03bf \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03cc\u03b3\u03b9\u03bf, \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03c3\u03c7\u03b5\u03b4\u03b9\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03b1 \u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03b5\u03c1\u03c9\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03b8\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2 \u03c4\u03b7\u03c2 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7\u03c2. \u03a4\u03bf \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03cc\u03b3\u03b9\u03bf \u03c0\u03b5\u03c1\u03b9\u03bb\u03ac\u03bc\u03b2\u03b1\u03bd\u03b5 \u03b4\u03b7\u03bb\u03ce\u03c3\u03b5\u03b9\u03c2 \u03ba\u03bb\u03b5\u03b9\u03c3\u03c4\u03bf\u03cd \u03c4\u03cd\u03c0\u03bf\u03c5, \u03b4\u03b9\u03b1\u03c4\u03c5\u03c0\u03c9\u03bc\u03ad\u03bd\u03b5\u03c2 \u03bc\u03b5 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03c0\u03b5\u03bd\u03c4\u03b1\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1\u03c2 \u03ba\u03bb\u03af\u03bc\u03b1\u03ba\u03b1\u03c2 Likert (1 = \u0394\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1 \u03ad\u03c9\u03c2 5 = \u03a3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1), \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03ba\u03b1\u03c4\u03b1\u03b3\u03c1\u03b1\u03c6\u03bf\u03cd\u03bd \u03bf\u03b9 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd \u03bc\u03b5 \u03b1\u03ba\u03c1\u03af\u03b2\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b4\u03b9\u03b5\u03c5\u03ba\u03bf\u03bb\u03c5\u03bd\u03b8\u03b5\u03af \u03b7 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b5\u03c0\u03b5\u03be\u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1.<\/p>\n<p><em>\u03a0\u03c1\u03bf-\u03ad\u03bb\u03b5\u03b3\u03c7\u03bf\u03c2 \u0395\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03bf\u03b3\u03af\u03bf\u03c5 (Pre-test)<\/em><\/p>\n<p>\u03a0\u03c1\u03b9\u03bd \u03b1\u03c0\u03cc \u03c4\u03b7 \u03b4\u03b9\u03ac\u03b8\u03b5\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03bf\u03b3\u03af\u03bf\u03c5 \u03c3\u03c4\u03bf \u03b5\u03c5\u03c1\u03cd \u03b4\u03b5\u03af\u03b3\u03bc\u03b1, \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03c0\u03c1\u03bf-\u03ad\u03bb\u03b5\u03b3\u03c7\u03bf\u03c2 (pre-test) \u03bc\u03b5 \u03c4\u03c1\u03af\u03b1 \u03ac\u03c4\u03bf\u03bc\u03b1 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03c0\u03bb\u03b7\u03b8\u03c5\u03c3\u03bc\u03cc-\u03c3\u03c4\u03cc\u03c7\u03bf. \u03a3\u03ba\u03bf\u03c0\u03cc\u03c2 \u03c4\u03bf\u03c5 pre-test \u03ae\u03c4\u03b1\u03bd \u03b7 \u03b1\u03be\u03b9\u03bf\u03bb\u03cc\u03b3\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03c3\u03b1\u03c6\u03ae\u03bd\u03b5\u03b9\u03b1\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03c9\u03bd, \u03b7 \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b3\u03bb\u03ce\u03c3\u03c3\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03af\u03c9\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bb\u03bb\u03b7\u03bb\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03c4\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd. \u039f\u03b9 \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd \u03b5\u03bd\u03c3\u03c9\u03bc\u03b1\u03c4\u03ce\u03b8\u03b7\u03ba\u03b1\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03b2\u03b5\u03bb\u03c4\u03b9\u03c3\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03c4\u03b5\u03bb\u03b9\u03ba\u03ae\u03c2 \u03bc\u03bf\u03c1\u03c6\u03ae\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03bf\u03b3\u03af\u03bf\u03c5.<\/p>\n<p><em>\u0394\u03b5\u03b9\u03b3\u03bc\u03b1\u03c4\u03bf\u03bb\u03b7\u03c8\u03af\u03b1 \u03ba\u03b1\u03b9 \u03a3\u03c5\u03bb\u03bb\u03bf\u03b3\u03ae \u0394\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd<\/em><\/p>\n<p>\u0397 \u03b4\u03b5\u03b9\u03b3\u03bc\u03b1\u03c4\u03bf\u03bb\u03b7\u03c8\u03af\u03b1 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03bc\u03b5 \u03c4\u03c5\u03c7\u03b1\u03af\u03bf \u03c4\u03c1\u03cc\u03c0\u03bf, \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03cc\u03b3\u03b9\u03b1 \u03b4\u03b9\u03b1\u03bd\u03b5\u03bc\u03ae\u03b8\u03b7\u03ba\u03b1\u03bd \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03c5\u03b1\u03ba\u03ac, \u03c0\u03c1\u03bf\u03ba\u03b5\u03b9\u03bc\u03ad\u03bd\u03bf\u03c5 \u03bd\u03b1 \u03b5\u03be\u03b1\u03c3\u03c6\u03b1\u03bb\u03b9\u03c3\u03c4\u03b5\u03af \u03b5\u03c5\u03c1\u03b5\u03af\u03b1 \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae \u03ba\u03ac\u03bb\u03c5\u03c8\u03b7 \u03ba\u03b1\u03b9 \u03b1\u03bc\u03b5\u03c3\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03c4\u03b1\u03c0\u03cc\u03ba\u03c1\u03b9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd. \u0397 \u03c3\u03c5\u03bb\u03bb\u03bf\u03b3\u03ae \u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03ad\u03bb\u03b1\u03b2\u03b5 \u03c7\u03ce\u03c1\u03b1 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd 25 \u039c\u03b1\u0390\u03bf\u03c5 \u03ba\u03b1\u03b9 11 \u0399\u03bf\u03c5\u03bd\u03af\u03bf\u03c5 2020. \u0391\u03c0\u03cc \u03c4\u03b9\u03c2 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ad\u03c2 \u03c5\u03c0\u03bf\u03b2\u03bf\u03bb\u03ad\u03c2, 233 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ba\u03c1\u03af\u03b8\u03b7\u03ba\u03b1\u03bd \u03ad\u03b3\u03ba\u03c5\u03c1\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b1\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03c4\u03b5\u03bb\u03b9\u03ba\u03ae \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7. \u0391\u03c0\u03b1\u03bd\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03c0\u03bb\u03b7\u03c1\u03bf\u03cd\u03c3\u03b1\u03bd \u03c4\u03b1 \u03c0\u03c1\u03bf\u03ba\u03b1\u03b8\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b1 \u03ba\u03c1\u03b9\u03c4\u03ae\u03c1\u03b9\u03b1 \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03b1\u03c0\u03bf\u03c1\u03c1\u03af\u03c6\u03b8\u03b7\u03ba\u03b1\u03bd.<\/p>\n<p><em>\u0391\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u0394\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd<\/em><\/p>\n<p>\u0397 \u03b5\u03c0\u03b5\u03be\u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1 \u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03bc\u03b5 \u03c4\u03bf \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03bb\u03bf\u03b3\u03b9\u03c3\u03bc\u03b9\u03ba\u03cc IBM SPSS\u00a9, \u03ad\u03ba\u03b4\u03bf\u03c3\u03b7 25. \u039f\u03b9 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ad\u03c2 \u03c4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ad\u03c2 \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bb\u03ac\u03bc\u03b2\u03b1\u03bd\u03b1\u03bd:<\/p>\n<ul>\n<li>\u03a0\u03b5\u03c1\u03b9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae: \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03c6\u03af\u03bb \u03c4\u03bf\u03c5 \u03b4\u03b5\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03c1\u03c7\u03b9\u03ba\u03ae \u03ba\u03b1\u03c4\u03b1\u03bd\u03cc\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c4\u03ac\u03c3\u03b5\u03c9\u03bd \u03c4\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd.<\/li>\n<li>\u0391\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1\u03c2: \u03a7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03bf \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 Cronbach\u2019s Alpha \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03be\u03b9\u03bf\u03bb\u03cc\u03b3\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ae\u03c2 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03c9\u03bd, \u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03b1 = 0.933, \u03c4\u03b9\u03bc\u03ae \u03c0\u03bf\u03c5 \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03c0\u03bf\u03bb\u03cd \u03ba\u03b1\u03bb\u03ae \u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03b7 \u03b2\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b1 (Nunnally &amp; Bernstein, 1994).<\/li>\n<li>\u0391\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03c3\u03b5\u03c9\u03bd: \u0395\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03c4\u03b7\u03ba\u03b5 \u03bf \u03bc\u03b7 \u03c0\u03b1\u03c1\u03b1\u03bc\u03b5\u03c4\u03c1\u03b9\u03ba\u03cc\u03c2 \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7\u03c2 Spearman\u2019s rho (\u03c1) \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03b5\u03bd\u03c4\u03bf\u03c0\u03b9\u03c3\u03bc\u03cc \u03c3\u03c7\u03ad\u03c3\u03b5\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03c9\u03bd \u03b2\u03b1\u03c3\u03b9\u03ba\u03ce\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd. \u039f Spearman \u03b5\u03c0\u03b9\u03bb\u03ad\u03c7\u03b8\u03b7\u03ba\u03b5 \u03bb\u03cc\u03b3\u03c9 \u03c4\u03b7\u03c2 \u03bc\u03b7 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03bc\u03ae\u03c2 \u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bb\u03bb\u03b7\u03bb\u03cc\u03c4\u03b7\u03c4\u03ac\u03c2 \u03c4\u03bf\u03c5 \u03b3\u03b9\u03b1 ordinal \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b1.<\/li>\n<\/ul>\n<p>\u0397 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae \u03c0\u03c1\u03bf\u03c3\u03ad\u03b3\u03b3\u03b9\u03c3\u03b7 \u03b5\u03be\u03b1\u03c3\u03c6\u03ac\u03bb\u03b9\u03c3\u03b5 \u03cc\u03c4\u03b9 \u03b7 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03b5\u03b9 \u03bf\u03c5\u03c3\u03b9\u03b1\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03af\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03c4\u03c1\u03cc\u03c0\u03bf \u03bc\u03b5 \u03c4\u03bf\u03bd \u03bf\u03c0\u03bf\u03af\u03bf \u03b7 Generation Z \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9, \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03b5\u03af \u03ba\u03b1\u03b9 \u03c4\u03b5\u03bb\u03b9\u03ba\u03ac \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03b5\u03b9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03bc\u03ad\u03c3\u03c9 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03c4\u03c5\u03b1\u03ba\u03ce\u03bd \u03ba\u03b1\u03bd\u03b1\u03bb\u03b9\u03ce\u03bd.<\/p>\n<p><strong>\u0395\u03c1\u03c9\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2<\/strong><\/p>\n<p>\u03a4\u03bf \u03b5\u03c1\u03c9\u03c4\u03b7\u03bc\u03b1\u03c4\u03bf\u03bb\u03cc\u03b3\u03b9\u03bf (\u03a0\u03b1\u03c1\u03ac\u03c1\u03c4\u03b7\u03bc\u03b1 1) \u03b2\u03b1\u03c3\u03af\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03b5 \u03ad\u03bd\u03c4\u03b5\u03ba\u03b1 \u03b8\u03b5\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bd\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2, \u03ba\u03b1\u03b8\u03b5\u03bc\u03af\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b9\u03c2 \u03bf\u03c0\u03bf\u03af\u03b5\u03c2 \u03c3\u03c5\u03bd\u03b4\u03ad\u03b5\u03c4\u03b1\u03b9 \u03bc\u03b5 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03b5\u03c0\u03b9\u03c3\u03b7\u03bc\u03b1\u03bd\u03b8\u03b5\u03af \u03c3\u03b5 \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03b5\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03b2\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b1 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c3\u03c4\u03bf e-commerce.<\/p>\n<p>\u039f\u03b9 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ad\u03c2 \u03b8\u03b5\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bd\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bb\u03ac\u03bc\u03b2\u03b1\u03bd\u03b1\u03bd:<\/p>\n<ol>\n<li><strong>\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 (<\/strong><strong>Trust):<\/strong> \u0395\u03be\u03b5\u03c4\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03b7 \u03b1\u03bd\u03c4\u03af\u03bb\u03b7\u03c8\u03b7 \u03c4\u03bf\u03c5 \u03c7\u03c1\u03ae\u03c3\u03c4\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03c3\u03c6\u03ac\u03bb\u03b5\u03b9\u03b1 \u03c4\u03c9\u03bd \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd, \u03c4\u03b7\u03bd \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd, \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ac\u03bd\u03b5\u03b9\u03b1 \u03c4\u03c9\u03bd \u03cc\u03c1\u03c9\u03bd \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03b5\u03c5\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ce\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0391\u03b9\u03c3\u03b8\u03ac\u03bd\u03bf\u03bc\u03b1\u03b9 \u03b1\u03c3\u03c6\u03b1\u03bb\u03ae\u03c2 \u03cc\u03c4\u03b1\u03bd \u03b5\u03b9\u03c3\u03ac\u03b3\u03c9 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ac \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03c3\u03b5 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1 \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03c9\u03bd;\u00bb, \u00ab\u03a0\u03b9\u03c3\u03c4\u03b5\u03cd\u03c9 \u03cc\u03c4\u03b9 \u03b7 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1 \u03c4\u03b7\u03c1\u03b5\u03af \u03c4\u03b9\u03c2 \u03b4\u03b5\u03c3\u03bc\u03b5\u03cd\u03c3\u03b5\u03b9\u03c2 \u03c4\u03b7\u03c2;\u00bb<\/li>\n<li><strong>\u03a4\u03b9\u03bc\u03ae (<\/strong><strong>Price):<\/strong> \u0391\u03bd\u03b1\u03bb\u03cd\u03b8\u03b7\u03ba\u03b5 \u03b7 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c0\u03bf\u03c5 \u03b1\u03c0\u03bf\u03b4\u03af\u03b4\u03bf\u03c5\u03bd \u03bf\u03b9 \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03ad\u03c7\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c3\u03c4\u03b7\u03bd \u03b5\u03cd\u03c1\u03b5\u03c3\u03b7 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c4\u03b9\u03bc\u03ce\u03bd \u03ba\u03b1\u03b9 \u03b5\u03b9\u03b4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ce\u03bd. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0397 \u03c7\u03b1\u03bc\u03b7\u03bb\u03ae \u03c4\u03b9\u03bc\u03ae \u03bc\u03b5 \u03b5\u03bd\u03b8\u03b1\u03c1\u03c1\u03cd\u03bd\u03b5\u03b9 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03b2\u03ce \u03c3\u03b5 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7;\u00bb, \u00ab\u03a0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ce \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c3\u03c5\u03b3\u03ba\u03c1\u03af\u03bd\u03bf\u03c5\u03bd \u03c4\u03b9\u03bc\u03ad\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c0\u03b1\u03c1\u03cc\u03c7\u03c9\u03bd;\u00bb<\/li>\n<li><strong>\u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (<\/strong><strong>Online <\/strong><strong>Experience):<\/strong> \u0395\u03c3\u03c4\u03b9\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 \u03c0\u03bb\u03bf\u03ae\u03b3\u03b7\u03c3\u03b7\u03c2, \u03c4\u03bf\u03bd \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc \u03c4\u03b7\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1\u03c2, \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf \u03b1\u03c0\u03cc\u03ba\u03c1\u03b9\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03c6\u03b9\u03bb\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03bf\u03bd \u03c7\u03c1\u03ae\u03c3\u03c4\u03b7. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0397 \u03b5\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 \u03c3\u03c4\u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03bc\u03b5 \u03b4\u03b9\u03b5\u03c5\u03ba\u03bf\u03bb\u03cd\u03bd\u03b5\u03b9 \u03bd\u03b1 \u03bf\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03ce\u03c3\u03c9 \u03c4\u03b7\u03bd \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7;\u00bb, \u00ab\u0391\u03c0\u03bf\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03c9 \u03c4\u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd \u03bc\u03b5 \u03ba\u03b1\u03b8\u03b1\u03c1\u03ae \u03b4\u03bf\u03bc\u03ae \u03ba\u03b1\u03b9 \u03c0\u03bb\u03bf\u03ae\u03b3\u03b7\u03c3\u03b7;\u00bb<\/li>\n<li><strong>\u03a0\u03bf\u03b9\u03ba\u03b9\u03bb\u03af\u03b1 \u03ba\u03b1\u03b9 \u0394\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd (<\/strong><strong>Online <\/strong><strong>Offer):<\/strong> \u0395\u03be\u03b5\u03c4\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03b7 \u03b5\u03c0\u03ac\u03c1\u03ba\u03b5\u03b9\u03b1 \u03b5\u03bd\u03b1\u03bb\u03bb\u03b1\u03ba\u03c4\u03b9\u03ba\u03ce\u03bd \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ce\u03bd, \u03b7 \u03c0\u03bb\u03b7\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03be\u03b1\u03c4\u03bf\u03bc\u03af\u03ba\u03b5\u03c5\u03c3\u03b7\u03c2. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0397 \u03cd\u03c0\u03b1\u03c1\u03be\u03b7 \u03c0\u03bf\u03bb\u03bb\u03ce\u03bd \u03b5\u03bd\u03b1\u03bb\u03bb\u03b1\u03ba\u03c4\u03b9\u03ba\u03ce\u03bd \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03bc\u03bf\u03c5;\u00bb, \u00ab\u03a0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ce \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03bf\u03c5\u03bd \u03bb\u03b5\u03c0\u03c4\u03bf\u03bc\u03b5\u03c1\u03b5\u03af\u03c2 \u03c0\u03b5\u03c1\u03b9\u03b3\u03c1\u03b1\u03c6\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03c6\u03c9\u03c4\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b5\u03c2;\u00bb<\/li>\n<li><strong>Word <\/strong><strong>of <\/strong><strong>Mouth \u03ba\u03b1\u03b9 <\/strong><strong>eWOM (<\/strong><strong>WOM\/<\/strong><strong>eWOM):<\/strong> \u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03b8\u03b7\u03ba\u03b5 \u03b7 \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae \u03c4\u03b7\u03c2 \u03b3\u03bd\u03ce\u03bc\u03b7\u03c2 \u03c6\u03af\u03bb\u03c9\u03bd, \u03c3\u03c5\u03b3\u03b3\u03b5\u03bd\u03ce\u03bd \u03ae \u03b1\u03b3\u03bd\u03ce\u03c3\u03c4\u03c9\u03bd \u03bc\u03ad\u03c3\u03c9 online \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03c9\u03bd. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03bf\u03bc\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03c6\u03af\u03bb\u03c9\u03bd \u03cc\u03c4\u03b1\u03bd \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03c9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c0\u03c1\u03bf\u03bf\u03c1\u03b9\u03c3\u03bc\u03cc;\u00bb, \u00ab\u0394\u03b9\u03b1\u03b2\u03ac\u03b6\u03c9 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03ac\u03bb\u03bb\u03c9\u03bd \u03c7\u03c1\u03b7\u03c3\u03c4\u03ce\u03bd \u03c0\u03c1\u03b9\u03bd \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7;\u00bb<\/li>\n<li><strong>\u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 <\/strong><strong>Websites \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd:<\/strong> \u0395\u03be\u03b5\u03c4\u03ac\u03c3\u03c4\u03b7\u03ba\u03b5 \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03c9\u03bd \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03c9\u03bd \u03c3\u03b5 \u03b5\u03be\u03b5\u03b9\u03b4\u03b9\u03ba\u03b5\u03c5\u03bc\u03ad\u03bd\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac sites (\u03c0.\u03c7. TripAdvisor). \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u039f\u03b9 \u03b2\u03b1\u03b8\u03bc\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 \u03c4\u03c9\u03bd \u03c7\u03c1\u03b7\u03c3\u03c4\u03ce\u03bd \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03bc\u03bf\u03c5;\u00bb, \u00ab\u0394\u03b9\u03b1\u03b2\u03ac\u03b6\u03c9 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ac \u03ba\u03b1\u03b9 \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1 \u03c0\u03c1\u03b9\u03bd \u03b1\u03c0\u03bf\u03c6\u03b1\u03c3\u03af\u03c3\u03c9;\u00bb<\/li>\n<li><strong>\u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 (<\/strong><strong>Tourism <\/strong><strong>Advertising):<\/strong> \u0391\u03c6\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03b5\u03ba\u03c3\u03c4\u03c1\u03b1\u03c4\u03b5\u03b9\u03ce\u03bd \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae\u03c2 \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7\u03c2. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u039f\u03b9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03af\u03c3\u03b5\u03b9\u03c2 \u03bc\u03bf\u03c5 \u03c4\u03c1\u03b1\u03b2\u03bf\u03cd\u03bd \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03bf\u03c7\u03ae;\u00bb, \u00ab\u0397 \u03c0\u03c1\u03bf\u03b2\u03bf\u03bb\u03ae \u03c3\u03b5 YouTube \u03ae \u03c4\u03b7\u03bb\u03b5\u03cc\u03c1\u03b1\u03c3\u03b7 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b9\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03bc\u03bf\u03c5;\u00bb<\/li>\n<li><strong>Social <\/strong><strong>Media:<\/strong> \u0391\u03bd\u03b1\u03bb\u03cd\u03b8\u03b7\u03ba\u03b5 \u03b7 \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae \u03c4\u03c9\u03bd \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ce\u03bd \u03b4\u03b9\u03ba\u03c4\u03cd\u03c9\u03bd (Instagram, TikTok, Facebook) \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd influencers. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0388\u03c7\u03c9 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7 \u03bb\u03cc\u03b3\u03c9 \u03c0\u03b5\u03c1\u03b9\u03b5\u03c7\u03bf\u03bc\u03ad\u03bd\u03bf\u03c5 \u03c0\u03bf\u03c5 \u03b5\u03af\u03b4\u03b1 \u03c3\u03c4\u03b1 social media;\u00bb, \u00ab\u0391\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03ce \u03bb\u03bf\u03b3\u03b1\u03c1\u03b9\u03b1\u03c3\u03bc\u03bf\u03cd\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2;\u00bb<\/li>\n<li><strong>\u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 \u03c4\u03b7\u03c2 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1\u03c2:<\/strong> \u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03bb\u03ac\u03bc\u03b2\u03b1\u03bd\u03b5 \u03c0\u03b1\u03c1\u03b1\u03bc\u03ad\u03c4\u03c1\u03bf\u03c5\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf mobile compatibility, \u03b7 \u03b1\u03c0\u03bb\u03cc\u03c4\u03b7\u03c4\u03b1 checkout \u03ba\u03b1\u03b9 \u03b7 \u03c3\u03b1\u03c6\u03ae\u03bd\u03b5\u03b9\u03b1 \u03c4\u03b7\u03c2 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b7\u03c2. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u03a0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ce \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b2\u03b5\u03bb\u03c4\u03b9\u03c3\u03c4\u03bf\u03c0\u03bf\u03b9\u03b7\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03ba\u03b9\u03bd\u03b7\u03c4\u03ac;\u00bb, \u00ab\u0397 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c0\u03bb\u03ae \u03ba\u03b1\u03b9 \u03b3\u03c1\u03ae\u03b3\u03bf\u03c1\u03b7;\u00bb<\/li>\n<li><strong>\u0394\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2:<\/strong> \u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03b8\u03b7\u03ba\u03b5 \u03b7 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c4\u03b7\u03c2 \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae\u03c2 \u03b1\u03ba\u03c5\u03c1\u03ce\u03c3\u03b5\u03c9\u03bd \u03c3\u03c4\u03b9\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03c7\u03c1\u03b7\u03c3\u03c4\u03ce\u03bd. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0397 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b4\u03c9\u03c1\u03b5\u03ac\u03bd \u03b1\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03bc\u03bf\u03c5;\u00bb, \u00ab\u0395\u03bb\u03ad\u03b3\u03c7\u03c9 \u03c0\u03ac\u03bd\u03c4\u03b1 \u03c4\u03b7\u03bd \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03ba\u03ae \u03b5\u03c0\u03b9\u03c3\u03c4\u03c1\u03bf\u03c6\u03ae\u03c2 \u03c7\u03c1\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd;\u00bb<\/li>\n<li><strong>\u03a4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ac \u03ba\u03b1\u03b9 \u039b\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03ac \u03a3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1:<\/strong> \u038c\u03c0\u03c9\u03c2 \u03b7 \u03c4\u03b1\u03c7\u03cd\u03c4\u03b7\u03c4\u03b1 \u03c6\u03cc\u03c1\u03c4\u03c9\u03c3\u03b7\u03c2, \u03b7 \u03b4\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c5\u03c0\u03bf\u03c3\u03c4\u03ae\u03c1\u03b9\u03be\u03b7\u03c2 \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd, \u03bf\u03b9 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ad\u03c2 \u03c0\u03bb\u03b7\u03c1\u03c9\u03bc\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03b7 \u03c3\u03c5\u03bc\u03b2\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03bc\u03b5 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ad\u03c2. \u0395\u03bd\u03b4\u03b5\u03b9\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2: \u00ab\u0395\u03b3\u03ba\u03b1\u03c4\u03b1\u03bb\u03b5\u03af\u03c0\u03c9 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac \u03b1\u03bd \u03b7 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1 \u03ba\u03b1\u03b8\u03c5\u03c3\u03c4\u03b5\u03c1\u03b5\u03af;\u00bb, \u00ab\u0397 \u03cd\u03c0\u03b1\u03c1\u03be\u03b7 \u03c0\u03bf\u03bb\u03bb\u03b1\u03c0\u03bb\u03ce\u03bd \u03c4\u03c1\u03cc\u03c0\u03c9\u03bd \u03c0\u03bb\u03b7\u03c1\u03c9\u03bc\u03ae\u03c2 \u03bc\u03b5 \u03b4\u03b9\u03b5\u03c5\u03ba\u03bf\u03bb\u03cd\u03bd\u03b5\u03b9;\u00bb<\/li>\n<\/ol>\n<p>\u038c\u03c0\u03c9\u03c2 \u03b1\u03bd\u03b1\u03c6\u03ad\u03c1\u03b8\u03b7\u03ba\u03b5 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2, \u03cc\u03bb\u03b5\u03c2 \u03bf\u03b9 \u03b5\u03c1\u03c9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b4\u03b9\u03b1\u03c4\u03c5\u03c0\u03ce\u03b8\u03b7\u03ba\u03b1\u03bd \u03bc\u03b5 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03c0\u03b5\u03bd\u03c4\u03b1\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1\u03c2 \u03ba\u03bb\u03af\u03bc\u03b1\u03ba\u03b1\u03c2 Likert (1 = \u0394\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, 5 = \u03a3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1), \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03ad\u03c4\u03c1\u03b5\u03c8\u03b5 \u03c4\u03b7\u03bd \u03c0\u03bf\u03c3\u03bf\u03c4\u03b9\u03ba\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b1\u03c0\u03cc\u03c8\u03b5\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b5\u03be\u03b1\u03b3\u03c9\u03b3\u03ae \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b1\u03c3\u03bc\u03ac\u03c4\u03c9\u03bd \u03bc\u03b5 \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1.<\/p>\n<p><strong>\u0391\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2<\/strong><\/p>\n<p data-pm-slice=\"1 1 []\">\u0397 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03b4\u03b9\u03b5\u03be\u03ae\u03c7\u03b8\u03b7 \u03c3\u03b5 \u03b1\u03bd\u03c4\u03b9\u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b5\u03c5\u03c4\u03b9\u03ba\u03cc \u03b4\u03b5\u03af\u03b3\u03bc\u03b1 233 \u03b1\u03c4\u03cc\u03bc\u03c9\u03bd \u03c4\u03b7\u03c2 Generation Z, \u03bc\u03b5 \u03bc\u03ad\u03c3\u03b7 \u03b7\u03bb\u03b9\u03ba\u03af\u03b1 \u03c4\u03b1 22 \u03ad\u03c4\u03b7. \u03a4\u03bf 54,5% \u03c4\u03bf\u03c5 \u03b4\u03b5\u03af\u03b3\u03bc\u03b1\u03c4\u03bf\u03c2 \u03ae\u03c4\u03b1\u03bd \u03ac\u03bd\u03b4\u03c1\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c5\u03c0\u03cc\u03bb\u03bf\u03b9\u03c0\u03bf \u03b3\u03c5\u03bd\u03b1\u03af\u03ba\u03b5\u03c2. \u0397 \u03b3\u03b5\u03c9\u03b3\u03c1\u03b1\u03c6\u03b9\u03ba\u03ae \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03bc\u03ae \u03ad\u03b4\u03b5\u03b9\u03be\u03b5 \u03cc\u03c4\u03b9 \u03b7 \u03c0\u03bb\u03b5\u03b9\u03bf\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7 \u03a3\u03b1\u03bd\u03c4\u03b1\u03c1\u03ad\u03bc (40,3%) \u03ba\u03b1\u03b9 \u03c4\u03b7 \u039b\u03b9\u03c3\u03b1\u03b2\u03cc\u03bd\u03b1 (24%), \u03b5\u03bd\u03ce \u03bc\u03b9\u03ba\u03c1\u03cc\u03c4\u03b5\u03c1\u03b1 \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03ac \u03ba\u03b1\u03c4\u03b1\u03b3\u03c1\u03ac\u03c6\u03b7\u03ba\u03b1\u03bd \u03c3\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ad\u03c2 \u03c4\u03b7\u03c2 \u03a0\u03bf\u03c1\u03c4\u03bf\u03b3\u03b1\u03bb\u03af\u03b1\u03c2. \u03a3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03bf \u03bc\u03bf\u03c1\u03c6\u03c9\u03c4\u03b9\u03ba\u03cc \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf, \u03c4\u03bf 63,5% \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd \u03b5\u03af\u03c7\u03b5 \u03c0\u03b1\u03bd\u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03b9\u03b1\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7, \u03b5\u03bd\u03ce 27,9% \u03b4\u03b5\u03c5\u03c4\u03b5\u03c1\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03cc\u03bb\u03b9\u03c2 2,6% \u03b2\u03b1\u03c3\u03b9\u03ba\u03ae. \u039c\u03cc\u03bb\u03b9\u03c2 \u03c4\u03bf 6% \u03b5\u03af\u03c7\u03b5 \u03bc\u03b5\u03c4\u03b1\u03c0\u03c4\u03c5\u03c7\u03b9\u03b1\u03ba\u03ae \u03ba\u03b1\u03c4\u03ac\u03c1\u03c4\u03b9\u03c3\u03b7. \u0395\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac, \u03c4\u03bf 35,2% \u03ae\u03c4\u03b1\u03bd \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9, \u03c4\u03bf 29,6% \u03c6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ad\u03c2, \u03c4\u03bf 24% \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9 \u03c6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ad\u03c2, \u03b5\u03bd\u03ce \u03c4\u03bf 6,4% \u03b1\u03c5\u03c4\u03bf\u03b1\u03c0\u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bc\u03b5\u03bd\u03bf\u03b9 \u03ba\u03b1\u03b9 \u03c4\u03bf 4,7% \u03ac\u03bd\u03b5\u03c1\u03b3\u03bf\u03b9 <strong>(\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 1)<\/strong>.<\/p>\n<table>\n<thead>\n<tr>\n<th>\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th>\u03a0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc (%)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>\u03a0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ae \u039a\u03b1\u03c4\u03bf\u03b9\u03ba\u03af\u03b1\u03c2<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03b1\u03bd\u03c4\u03b1\u03c1\u03ad\u03bc<\/td>\n<td>40,3%<\/td>\n<\/tr>\n<tr>\n<td>\u039b\u03b9\u03c3\u03b1\u03b2\u03cc\u03bd\u03b1<\/td>\n<td>24,0%<\/td>\n<\/tr>\n<tr>\n<td>\u039b\u03b5\u03ca\u03c1\u03af\u03b1<\/td>\n<td>2,6%<\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03b5\u03c4\u03bf\u03cd\u03bc\u03c0\u03b1\u03bb<\/td>\n<td>2,8%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03b2\u03ad\u03b9\u03c1\u03bf<\/td>\n<td>2,0%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03cc\u03c1\u03c4\u03bf<\/td>\n<td>9,0%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b9\u03ac\u03bd\u03b1 \u03bd\u03c4\u03bf \u039a\u03b1\u03c3\u03c4\u03ad\u03bb\u03bf<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039a\u03b1\u03c3\u03c4\u03ad\u03bb\u03bf \u039c\u03c0\u03c1\u03ac\u03bd\u03ba\u03bf<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u03a6\u03ac\u03c1\u03bf<\/td>\n<td>1,3%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03c0\u03c1\u03b1\u03b3\u03ba\u03ac\u03bd\u03c3\u03b1<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0388\u03b2\u03bf\u03c1\u03b1<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039a\u03bf\u0390\u03bc\u03c0\u03c1\u03b1<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03c0\u03c1\u03ac\u03b3\u03ba\u03b1<\/td>\n<td>1,7%<\/td>\n<\/tr>\n<tr>\n<td>\u0393\u03ba\u03bf\u03c5\u03ac\u03c1\u03bd\u03c4\u03b1<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03af\u03bb\u03b1 \u03a1\u03b5\u03ac\u03bb<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b9\u03b6\u03ad\u03bf\u03c5<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03bf\u03c1\u03c4\u03b1\u03bb\u03ad\u03b3\u03ba\u03c1\u03b5<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03b6\u03cc\u03c1\u03b5\u03c2<\/td>\n<td>2,1%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03b1\u03b4\u03ad\u03c1\u03b1<\/td>\n<td>1,3%<\/td>\n<\/tr>\n<tr>\n<td><strong>\u0395\u03ba\u03c0\u03b1\u03b9\u03b4\u03b5\u03c5\u03c4\u03b9\u03ba\u03cc \u0395\u03c0\u03af\u03c0\u03b5\u03b4\u03bf<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b1\u03c3\u03b9\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>2,6%<\/td>\n<\/tr>\n<tr>\n<td>\u0394\u03b5\u03c5\u03c4\u03b5\u03c1\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1 \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>27,9%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03b1\u03bd\u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03b9\u03b1\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>63,5%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03b5\u03c4\u03b1\u03c0\u03c4\u03c5\u03c7\u03b9\u03b1\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>6,0%<\/td>\n<\/tr>\n<tr>\n<td><strong>\u0395\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u039a\u03b1\u03c4\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u03a6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ae\u03c2\/\u03a6\u03bf\u03b9\u03c4\u03ae\u03c4\u03c1\u03b9\u03b1<\/td>\n<td>29,6%<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7 \u03c6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ae\u03c2\/\u03c6\u03bf\u03b9\u03c4\u03ae\u03c4\u03c1\u03b9\u03b1<\/td>\n<td>24,0%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03c5\u03c4\u03bf\u03b1\u03c0\u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7<\/td>\n<td>6,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7<\/td>\n<td>35,2%<\/td>\n<\/tr>\n<tr>\n<td>\u0386\u03bd\u03b5\u03c1\u03b3\u03bf\u03c2\/\u03b7<\/td>\n<td>4,7%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u0397 \u03b7\u03bb\u03b9\u03ba\u03b9\u03b1\u03ba\u03ae \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03bc\u03ae \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03c1\u03b9\u03ba\u03ae, \u03bc\u03b5 \u03ad\u03bd\u03b1\u03bd \u03bc\u03cc\u03bd\u03bf outlier (10 \u03b5\u03c4\u03ce\u03bd), \u03ba\u03b1\u03b8\u03ce\u03c2 \u03b7 \u03c0\u03bb\u03b5\u03b9\u03bf\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03b1\u03c0\u03b1\u03bd\u03c4\u03ae\u03c3\u03b5\u03c9\u03bd \u03c0\u03c1\u03bf\u03ae\u03bb\u03b8\u03b5 \u03b1\u03c0\u03cc \u03ac\u03c4\u03bf\u03bc\u03b1 \u03b7\u03bb\u03b9\u03ba\u03af\u03b1\u03c2 16\u201325 \u03b5\u03c4\u03ce\u03bd. \u0397 \u03bc\u03ad\u03c3\u03b7 \u03b7\u03bb\u03b9\u03ba\u03af\u03b1 \u03c4\u03c9\u03bd \u03b3\u03c5\u03bd\u03b1\u03b9\u03ba\u03ce\u03bd \u03ae\u03c4\u03b1\u03bd 22 \u03b5\u03c4\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd \u03b1\u03bd\u03b4\u03c1\u03ce\u03bd 23. \u038c\u03c3\u03bf\u03bd \u03b1\u03c6\u03bf\u03c1\u03ac \u03c4\u03b9\u03c2 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c3\u03c5\u03bd\u03ae\u03b8\u03b5\u03b9\u03b5\u03c2, \u03c0\u03b5\u03c1\u03af\u03c0\u03bf\u03c5 \u03c4\u03bf \u03ad\u03bd\u03b1 \u03c4\u03c1\u03af\u03c4\u03bf \u03c4\u03b1\u03be\u03b9\u03b4\u03b5\u03cd\u03b5\u03b9 \u03bc\u03af\u03b1 \u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03b5\u03bd\u03ce \u03c4\u03bf 26,2% \u03b4\u03cd\u03bf \u03c6\u03bf\u03c1\u03ad\u03c2. \u0393\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03cd\u03c1\u03b5\u03c3\u03b7 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd, \u03b7 \u03c0\u03bb\u03b5\u03b9\u03bf\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af aggregators (\u03c0.\u03c7. Booking, Momondo), \u03b5\u03bd\u03ce \u03bc\u03cc\u03bd\u03bf 14,6% \u03b1\u03c0\u03b5\u03c5\u03b8\u03cd\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03b1\u03ba\u03c4\u03bf\u03c1\u03b5\u03af\u03c9\u03bd \u03ba\u03b1\u03b9 \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03bf\u03b9 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1\u03b9 social media (8,6%) \u03ae blogs (5,2%).<\/p>\n<p>\u03a4\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2 <strong>(\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 2)<\/strong> \u03b1\u03bd\u03ad\u03b4\u03b5\u03b9\u03be\u03b1\u03bd \u03c9\u03c2 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03bf\u03c5\u03c2 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03b1\u03c0\u03cc \u03c4\u03b7 Generation Z \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 \u03c3\u03c4\u03b7\u03bd \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1 (4.23), \u03c4\u03b7\u03bd \u03c4\u03b9\u03bc\u03ae (4.15), \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2, \u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1 \u03c3\u03c5\u03b3\u03ba\u03b5\u03bd\u03c4\u03c1\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd (&#8220;aggregating&#8221;) \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf Booking \u03ba\u03b1\u03b9 \u03c4\u03bf Momondo, \u03c4\u03b9\u03c2 \u03c3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (WOM\/eWOM), \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2 (3.93) \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03cd\u03c1\u03b5\u03c3\u03b7\u03c2 \u03c0\u03bf\u03b9\u03ba\u03b9\u03bb\u03af\u03b1\u03c2 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd online (3.96).\u00a0\u0391\u03bd\u03c4\u03b9\u03b8\u03ad\u03c4\u03c9\u03c2, \u03c7\u03b1\u03bc\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03c4\u03b9\u03bc\u03ad\u03c2 \u03ba\u03b1\u03c4\u03b5\u03b3\u03c1\u03ac\u03c6\u03b7\u03c3\u03b1\u03bd \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03c4\u03b1 social media \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2, \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03ac\u03c0\u03bf\u03c8\u03b7 \u03cc\u03c4\u03b9 \u03b7 Generation Z \u03b4\u03af\u03bd\u03b5\u03b9 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ad\u03bc\u03c6\u03b1\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af.<\/p>\n<p>\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 2<\/p>\n<table data-pm-slice=\"3 3 []\">\n<tbody>\n<tr>\n<th>\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th>\u039c\u03ad\u03c3\u03b7 \u03a4\u03b9\u03bc\u03ae<\/th>\n<\/tr>\n<tr>\n<td>\u0394\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd\/\u03a5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd Online<\/td>\n<td>3.96<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (Convenience)<\/td>\n<td>3.70<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (Online Experience)<\/td>\n<td>3.93<\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03c7\u03cc\u03bb\u03b9\u03b1\/\u03a3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (WOM\/eWOM)<\/td>\n<td>4.03<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/td>\n<td>3.70<\/td>\n<\/tr>\n<tr>\n<td>\u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7<\/td>\n<td>3.52<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03ad\u03c3\u03b1 \u039a\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u0394\u03b9\u03ba\u03c4\u03cd\u03c9\u03c3\u03b7\u03c2 (Social Networks)<\/td>\n<td>3.61<\/td>\n<\/tr>\n<tr>\n<td>\u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd (Tourism Websites)<\/td>\n<td>4.12<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 (Trust)<\/td>\n<td>4.23<\/td>\n<\/tr>\n<tr>\n<td>\u03a4\u03b9\u03bc\u03ae (Price)<\/td>\n<td>4.15<\/td>\n<\/tr>\n<tr>\n<td>\u0394\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 (Booking Cancellation)<\/td>\n<td>3.53<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p data-pm-slice=\"1 1 []\">\u039f\u03b9 \u03ad\u03bb\u03b5\u03b3\u03c7\u03bf\u03b9 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03ad\u03b4\u03b5\u03b9\u03be\u03b1\u03bd p-\u03c4\u03b9\u03bc\u03ad\u03c2 \u03ba\u03ac\u03c4\u03c9 \u03c4\u03bf\u03c5 5%, \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03c1\u03c7\u03b9\u03ba\u03ac \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03ae\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b1\u03c0\u03cc\u03c1\u03c1\u03b9\u03c8\u03b7 \u03c4\u03b7\u03c2 \u03c5\u03c0\u03cc\u03b8\u03b5\u03c3\u03b7\u03c2 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03bc\u03ae\u03c2. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03b7 \u03bf\u03c0\u03c4\u03b9\u03ba\u03ae \u03b1\u03c0\u03b5\u03b9\u03ba\u03cc\u03bd\u03b9\u03c3\u03b7 \u03bc\u03ad\u03c3\u03c9 \u03b9\u03c3\u03c4\u03bf\u03b3\u03c1\u03b1\u03bc\u03bc\u03ac\u03c4\u03c9\u03bd \u03ad\u03b4\u03b5\u03b9\u03be\u03b5 \u03cc\u03c4\u03b9 \u03bf\u03b9 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03b6\u03b1\u03bd \u03bc\u03bf\u03c1\u03c6\u03ae \u03ba\u03b1\u03bc\u03c0\u03cd\u03bb\u03b7\u03c2 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03ba\u03bf\u03bd\u03c4\u03ac \u03c3\u03c4\u03b7\u03bd \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1, \u03b5\u03c0\u03b9\u03c4\u03c1\u03ad\u03c0\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03bc\u03b7 \u03c0\u03b1\u03c1\u03b1\u03bc\u03b5\u03c4\u03c1\u03b9\u03ba\u03ce\u03bd \u03bc\u03b5\u03b8\u03cc\u03b4\u03c9\u03bd \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7\u03c2. \u03a3\u03c5\u03bd\u03b5\u03c0\u03ce\u03c2, \u03b1\u03be\u03b9\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03bf \u03b4\u03b5\u03af\u03ba\u03c4\u03b7\u03c2 \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7\u03c2 Spearman \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03c4\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03c9\u03bd.<\/p>\n<p>\u039f <strong>\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 3<\/strong> \u03b1\u03bd\u03ad\u03b4\u03b5\u03b9\u03be\u03b5 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ad\u03c2 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03c3\u03b5\u03b9\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03b2\u03b1\u03c3\u03b9\u03ba\u03ce\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd. \u0397 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae \u00ab\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7\u00bb (Trust) \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b5 \u03c4\u03b7\u03bd \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7 \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03b9\u03c2 \u00ab\u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd\u00bb (\u03c1 = 0.762, p &lt; 0.01), \u03c5\u03c0\u03bf\u03b4\u03b7\u03bb\u03ce\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03cc\u03c4\u03b9 \u03cc\u03c3\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 \u03c4\u03bf\u03c5 \u03c7\u03c1\u03ae\u03c3\u03c4\u03b7 \u03c0\u03c1\u03bf\u03c2 \u03bc\u03b9\u03b1 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b1, \u03c4\u03cc\u03c3\u03bf \u03c0\u03b9\u03b8\u03b1\u03bd\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03b9\u03c3\u03c4\u03cc\u03c4\u03bf\u03c0\u03c9\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b1\u03b3\u03bf\u03c1\u03ce\u03bd. \u039f\u03b9 \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03ad\u03c7\u03bf\u03bd\u03c4\u03b5\u03c2 \u03b4\u03ae\u03bb\u03c9\u03c3\u03b1\u03bd \u03cc\u03c4\u03b9 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03bf\u03cd\u03bd \u03bd\u03b1 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bc\u03cc\u03bd\u03bf \u03c3\u03b5 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c0\u03bb\u03ae\u03c1\u03c9\u03c2, \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03b9 \u03c4\u03bf\u03bd \u03ba\u03c1\u03af\u03c3\u03b9\u03bc\u03bf \u03c1\u03cc\u03bb\u03bf \u03c4\u03bf\u03c5 trust-building \u03c3\u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c4\u03bf\u03c5 e-commerce (Vieira et al., 2020). \u0397 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b5\u03c0\u03af\u03c3\u03b7\u03c2 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03ba\u03c1\u03af\u03c3\u03b9\u03bc\u03b5\u03c2 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2, \u03cc\u03c0\u03c9\u03c2 \u03b7 \u03b5\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (\u03c1 = 0.427), \u03b7 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2 (\u03c1 = 0.405) \u03ba\u03b1\u03b9 \u03b7 \u03b4\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd\/\u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd (\u03c1 = 0.436), \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03b5\u03b9 \u03c4\u03b7 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c4\u03b7\u03c2 \u03c9\u03c2 \u03ba\u03b1\u03b8\u03bf\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c3\u03b7\u03bc\u03b5\u03af\u03bf \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae\u03c2.<\/p>\n<p>\u03a0\u03b1\u03c1\u03cc\u03bc\u03bf\u03b9\u03b1, \u03c0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03ae\u03b8\u03b7\u03ba\u03b5 \u03c5\u03c8\u03b7\u03bb\u03ae \u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7 \u03b1\u03bd\u03ac\u03bc\u03b5\u03c3\u03b1 \u03c3\u03c4\u03b7\u03bd \u03a4\u03b9\u03bc\u03ae (Price) \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd (\u03c1 = 0.548), \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03af\u03c7\u03bd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03bf\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2 \u03c3\u03c5\u03bd\u03b4\u03ad\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03cd\u03c1\u03b5\u03c3\u03b7 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03c9\u03bd \u03c4\u03b9\u03bc\u03ce\u03bd. \u0397 \u03c4\u03b9\u03bc\u03ae \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03b5\u03b9 \u03b5\u03c0\u03af\u03c3\u03b7\u03c2 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ae \u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2 (\u03c1 = 0.522) \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 (\u03c1 = 0.508), \u03b4\u03b5\u03af\u03c7\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c0\u03c9\u03c2 \u03c4\u03b1 \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03b9\u03ba\u03ac \u03ba\u03c1\u03b9\u03c4\u03ae\u03c1\u03b9\u03b1 \u03c3\u03c5\u03bd\u03b4\u03ad\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03b7 \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03b4\u03bf\u03ba\u03af\u03b1 \u03b1\u03be\u03af\u03b1\u03c2.<\/p>\n<p>\u0397 \u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (Online Experience) \u03b4\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03b8\u03b7\u03ba\u03b5 \u03cc\u03c4\u03b9 \u03c3\u03c7\u03b5\u03c4\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (\u03c1 = 0.437) \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03a0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd (\u03c1 = 0.453), \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03bd\u03b1\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03be\u03af\u03b1 \u03c4\u03b7\u03c2 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03c5\u03c7\u03ac\u03c1\u03b9\u03c3\u03c4\u03b7\u03c2 \u03c0\u03bb\u03bf\u03ae\u03b3\u03b7\u03c3\u03b7\u03c2. \u038c\u03c0\u03c9\u03c2 \u03c0\u03c1\u03bf\u03ba\u03cd\u03c0\u03c4\u03b5\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03b5\u03c5\u03c1\u03ae\u03bc\u03b1\u03c4\u03b1, \u03b7 Generation Z \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03ac \u03c4\u03b9\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c0\u03bb\u03ad\u03c2, \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03c5\u03b1\u03bd\u03ac\u03b3\u03bd\u03c9\u03c3\u03c4\u03b5\u03c2, \u03bc\u03b5 \u03ba\u03b1\u03b8\u03b1\u03c1\u03ae \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c6\u03b9\u03bb\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c0\u03c1\u03bf\u03c2 \u03ba\u03b9\u03bd\u03b7\u03c4\u03ad\u03c2 \u03c3\u03c5\u03c3\u03ba\u03b5\u03c5\u03ad\u03c2. \u03a0\u03bf\u03bb\u03bb\u03bf\u03af \u03b1\u03bd\u03ad\u03c6\u03b5\u03c1\u03b1\u03bd \u03c0\u03c9\u03c2 \u03b7 \u03ba\u03b1\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c0\u03bb\u03bf\u03ae\u03b3\u03b7\u03c3\u03b7\u03c2 \u03ae \u03ad\u03bd\u03b1 \u03c0\u03b5\u03c1\u03af\u03c0\u03bb\u03bf\u03ba\u03bf \u03c3\u03cd\u03c3\u03c4\u03b7\u03bc\u03b1 \u03ba\u03c1\u03b1\u03c4\u03ae\u03c3\u03b5\u03c9\u03bd \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03ae\u03c3\u03b5\u03b9 \u03c3\u03b5 \u03b5\u03b3\u03ba\u03b1\u03c4\u03ac\u03bb\u03b5\u03b9\u03c8\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, \u03b1\u03ba\u03cc\u03bc\u03b1 \u03ba\u03b9 \u03b1\u03bd \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b5\u03bb\u03ba\u03c5\u03c3\u03c4\u03b9\u03ba\u03cc.<\/p>\n<p>\u0397 \u03cd\u03c0\u03b1\u03c1\u03be\u03b7 \u03c0\u03bb\u03b1\u03c4\u03c6\u03bf\u03c1\u03bc\u03ce\u03bd aggregators, \u03cc\u03c0\u03c9\u03c2 \u03bf\u03b9 Booking.com, Trivago \u03ae Airbnb, \u03c0\u03c1\u03bf\u03b2\u03ac\u03bb\u03bb\u03b5\u03c4\u03b1\u03b9 \u03c9\u03c2 \u03b5\u03bd\u03b4\u03b9\u03ac\u03bc\u03b5\u03c3\u03bf\u03c2 \u03bc\u03b7\u03c7\u03b1\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7, \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c3\u03c5\u03b3\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ac \u03c0\u03bb\u03b5\u03bf\u03bd\u03b5\u03ba\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03bb\u03bf\u03c0\u03bf\u03b9\u03ce\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae\u03c2. \u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03b7 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b7 \u03c0\u03bf\u03b9\u03ba\u03b9\u03bb\u03af\u03b1 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ce\u03bd \u03c3\u03c4\u03b9\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03b5\u03c0\u03b9\u03c4\u03c1\u03ad\u03c0\u03b5\u03b9 \u03c3\u03c4\u03bf\u03c5\u03c2 \u03c7\u03c1\u03ae\u03c3\u03c4\u03b5\u03c2 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03cc\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03c5\u03bd \u03c4\u03bf \u03c0\u03b1\u03ba\u03ad\u03c4\u03bf \u03c0\u03bf\u03c5 \u03b1\u03bd\u03c4\u03b1\u03c0\u03bf\u03ba\u03c1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03c3\u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2, \u03ba\u03ac\u03c4\u03b9 \u03c0\u03bf\u03c5 \u03b7 Generation Z \u03b8\u03b5\u03c9\u03c1\u03b5\u03af \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc (Priporas et al., 2017).<\/p>\n<p>\u0397 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03c3\u03c5\u03bd\u03b4\u03ad\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b9\u03c2 \u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 (\u03c1 = 0.481) \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03b1 Social Media (\u03c1 = 0.419), \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03c6\u03b1\u03bd\u03b5\u03c1\u03ce\u03bd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ac \u03ba\u03b1\u03b9 \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5\u03c2 \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03b2\u03bf\u03bb\u03ae \u03ba\u03b1\u03b9 \u03b1\u03c0\u03bf\u03b4\u03bf\u03c7\u03ae \u03c4\u03c9\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd. \u0395\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03bf\u03c5\u03bd \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03c3\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd \u03bc\u03b5 \u03c4\u03b7\u03bd \u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 (\u03c1 = 0.502), \u03c4\u03b7\u03bd \u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (\u03c1 = 0.419), \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd Online \u03a0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac (\u03c1 = 0.478). \u0397 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ae \u03c3\u03cd\u03bd\u03b4\u03b5\u03c3\u03b7 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03b1\u03c5\u03c4\u03ce\u03bd \u03c4\u03c9\u03bd \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ce\u03bd \u03c6\u03b1\u03bd\u03b5\u03c1\u03ce\u03bd\u03b5\u03b9 \u03ad\u03bd\u03b1\u03bd \u00ab\u03c0\u03c5\u03c1\u03ae\u03bd\u03b1\u00bb \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ae\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03c4\u03bf \u03b8\u03b5\u03bc\u03ad\u03bb\u03b9\u03bf \u03c4\u03c9\u03bd \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03ce\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03b1\u03b3\u03bf\u03c1\u03ce\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd Generation Z.<\/p>\n<p>\u0391\u03bd\u03c4\u03b9\u03b8\u03ad\u03c4\u03c9\u03c2, \u03ac\u03bb\u03bb\u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ac \u03b8\u03b5\u03c9\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03bd \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03bf\u03af, \u03cc\u03c0\u03c9\u03c2 \u03b7 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03c4\u03b1 social media, \u03bf\u03b9 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b1\u03b3\u03bd\u03ce\u03c3\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b1\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2, \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03af\u03b1\u03c3\u03b1\u03bd \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b7 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2. \u03a0\u03b1\u03c1\u03cc\u03c4\u03b9 \u03b7 Generation Z \u03b5\u03af\u03bd\u03b1\u03b9 \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03b5\u03bd\u03b5\u03c1\u03b3\u03ae \u03c3\u03c4\u03b1 \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ac \u03b4\u03af\u03ba\u03c4\u03c5\u03b1, \u03c6\u03b1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03b5\u03c0\u03b9\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03b9 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ae \u03c3\u03ba\u03ad\u03c8\u03b7 \u03ba\u03b1\u03b9 \u03c3\u03ba\u03b5\u03c0\u03c4\u03b9\u03ba\u03b9\u03c3\u03bc\u03cc \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03b5 influencers \u03ae \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03af\u03c3\u03b5\u03b9\u03c2, \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03bd\u03c4\u03b1\u03c2 \u03bd\u03b1 \u03b2\u03b1\u03c3\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c3\u03b5 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03ae \u03c3\u03b5 aggregators \u03bc\u03b5 \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03b9\u03c3\u03bc\u03ad\u03bd\u03b7 \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 (Duffett, 2017).<\/p>\n<p>\u039f\u03b9 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2 \u00ab\u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2\u00bb \u03ba\u03b1\u03b9 \u00ab\u03a3\u03c7\u03cc\u03bb\u03b9\u03b1\/\u03a3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2\u00bb (WOM\/eWOM) \u03b5\u03bc\u03c6\u03ac\u03bd\u03b9\u03c3\u03b1\u03bd \u03c7\u03b1\u03bc\u03b7\u03bb\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b7 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c3\u03c5\u03c3\u03c7\u03b5\u03c4\u03af\u03c3\u03b5\u03b9\u03c2 \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03c5\u03c0\u03cc\u03bb\u03bf\u03b9\u03c0\u03b5\u03c2. \u0397 \u03c7\u03b1\u03bc\u03b7\u03bb\u03ae \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae \u03b1\u03c5\u03c4\u03ce\u03bd \u03c4\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03cc\u03bd\u03c4\u03c9\u03bd \u03c5\u03c0\u03bf\u03b4\u03b7\u03bb\u03ce\u03bd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03b7 Generation Z \u03b1\u03c0\u03bf\u03b4\u03af\u03b4\u03b5\u03b9 \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b1\u03be\u03af\u03b1 \u03c3\u03c4\u03b9\u03c2 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03c4\u03c1\u03af\u03c4\u03c9\u03bd \u03ae \u03c3\u03c4\u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03c5\u03b5\u03bb\u03b9\u03be\u03af\u03b1\u03c2 \u03bc\u03b5\u03c4\u03ac \u03c4\u03b7\u03bd \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7, \u03ba\u03b1\u03b9 \u03b2\u03b1\u03c3\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c3\u03c4\u03b7 \u03b4\u03b9\u03ba\u03ae \u03c4\u03b7\u03c2 \u03ba\u03c1\u03af\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03b5\u03b9 \u03b7 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b1. \u0397 \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7\u03c2 \u03bc\u03b5 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ad\u03c2 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2 \u03c5\u03c0\u03bf\u03b3\u03c1\u03b1\u03bc\u03bc\u03af\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bd\u03b1 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03c3\u03bf\u03c5\u03bd \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ac\u03bd\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ae \u03b1\u03c1\u03c4\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd \u03c4\u03bf\u03c5\u03c2. \u03a0\u03b1\u03c1\u03ac\u03bb\u03bb\u03b7\u03bb\u03b1, \u03c4\u03b1 \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b1 \u03b4\u03b5\u03af\u03c7\u03bd\u03bf\u03c5\u03bd \u03cc\u03c4\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf WOM\/eWOM \u03ba\u03b1\u03b9 \u03b7 \u03b1\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 \u03b5\u03bc\u03c6\u03b1\u03bd\u03af\u03b6\u03bf\u03c5\u03bd \u03c7\u03b1\u03bc\u03b7\u03bb\u03ae \u03ae \u03bc\u03b7 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7 \u03bc\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2, \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03c5\u03c0\u03cc\u03b8\u03b5\u03c3\u03b7 \u03cc\u03c4\u03b9 \u03b7 Generation Z \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03b5\u03b9 \u03b2\u03ac\u03c3\u03b7 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03b7\u03bc\u03ad\u03bd\u03c9\u03bd \u03c0\u03b7\u03b3\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ce\u03bd \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd \u03c3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7\u03c2.<\/p>\n<p>\u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b1\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac, \u03bf \u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 3 \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03b9\u03ce\u03bd\u03b5\u03b9 \u03c0\u03c9\u03c2 \u03b7 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7, \u03b7 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1, \u03b7 \u03b4\u03b9\u03b1\u03c6\u03ac\u03bd\u03b5\u03b9\u03b1, \u03b7 \u03c4\u03b9\u03bc\u03ae \u03ba\u03b1\u03b9 \u03b7 \u03b3\u03b5\u03bd\u03b9\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c0\u03bb\u03bf\u03ae\u03b3\u03b7\u03c3\u03b7\u03c2 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03bf\u03cd\u03bd \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ae\u03c2 \u03b1\u03bd\u03c4\u03af\u03bb\u03b7\u03c8\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf\u03c5\u03c2 \u03bd\u03b5\u03b1\u03c1\u03bf\u03cd\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2. \u039f\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae\u03c2, \u03cc\u03c0\u03c9\u03c2 \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1, social media \u03ae \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03c6\u03b1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03b1\u03af\u03b6\u03bf\u03c5\u03bd \u03b4\u03b5\u03c5\u03c4\u03b5\u03c1\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1 \u03c1\u03cc\u03bb\u03bf. \u0391\u03c5\u03c4\u03cc \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03b9\u03ce\u03bd\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bd\u03b1 \u03b5\u03c0\u03b5\u03bd\u03b4\u03cd\u03c3\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7 \u03b2\u03b5\u03bb\u03c4\u03b9\u03c3\u03c4\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03c4\u03c9\u03bd \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03c9\u03bd \u03c4\u03bf\u03c5\u03c2, \u03c3\u03c4\u03b7\u03bd \u03b5\u03bd\u03af\u03c3\u03c7\u03c5\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03c7\u03c1\u03ae\u03c3\u03b9\u03bc\u03c9\u03bd \u03ba\u03b1\u03b9 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd online \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03b9\u03ce\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7 \u03bd\u03b5\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b3\u03b5\u03bd\u03b9\u03ac \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03ce\u03bd.<\/p>\n<table>\n<thead>\n<tr>\n<th style=\"text-align: center;\">\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th>1<\/th>\n<th>2<\/th>\n<th>3<\/th>\n<th>4<\/th>\n<th>5<\/th>\n<th>6<\/th>\n<th>7<\/th>\n<th>8<\/th>\n<th>9<\/th>\n<th>10<\/th>\n<th>11<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>1. \u03a0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03a5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd Online<\/strong><\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>2. \u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (Convenience)<\/strong><\/td>\n<td>.530**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>3. \u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (Online Experience)<\/strong><\/td>\n<td>.437**<\/td>\n<td>.453**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>4. \u03a3\u03c7\u03cc\u03bb\u03b9\u03b1\/\u03a3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (WOM\/eWOM)<\/strong><\/td>\n<td>.086<\/td>\n<td>.126*<\/td>\n<td>.219**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>5. \u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/strong><\/td>\n<td>.129*<\/td>\n<td>.203**<\/td>\n<td>.256**<\/td>\n<td>.356**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>6. \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7<\/strong><\/td>\n<td>.027<\/td>\n<td>.065<\/td>\n<td>.221**<\/td>\n<td>.119*<\/td>\n<td>.481**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>7. \u039c\u03ad\u03c3\u03b1 \u039a\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u0394\u03b9\u03ba\u03c4\u03cd\u03c9\u03c3\u03b7\u03c2<\/strong><\/td>\n<td>.169**<\/td>\n<td>.186**<\/td>\n<td>.221**<\/td>\n<td>.224**<\/td>\n<td>.408**<\/td>\n<td>.149**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>8. \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/strong><\/td>\n<td>.419**<\/td>\n<td>.437**<\/td>\n<td>.502**<\/td>\n<td>.119*<\/td>\n<td>.282**<\/td>\n<td>.119*<\/td>\n<td>.282**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>9. \u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 (Trust)<\/strong><\/td>\n<td>.427**<\/td>\n<td>.436**<\/td>\n<td>.405**<\/td>\n<td>.119*<\/td>\n<td>.226**<\/td>\n<td>.103*<\/td>\n<td>.196**<\/td>\n<td>.762**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>10. \u03a4\u03b9\u03bc\u03ae (Price)<\/strong><\/td>\n<td>.421**<\/td>\n<td>.530**<\/td>\n<td>.522**<\/td>\n<td>.122*<\/td>\n<td>.315**<\/td>\n<td>.119*<\/td>\n<td>.318**<\/td>\n<td>.548**<\/td>\n<td>.438**<\/td>\n<td>1<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>11. \u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 (Booking Cancellation)<\/strong><\/td>\n<td>.271**<\/td>\n<td>.312**<\/td>\n<td>.322**<\/td>\n<td>.167*<\/td>\n<td>.198*<\/td>\n<td>.149*<\/td>\n<td>.119*<\/td>\n<td>.234**<\/td>\n<td>.284**<\/td>\n<td>.341**<\/td>\n<td>1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>*p &lt; 0.05 \u2192 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7<br data-start=\"2249\" data-end=\"2252\" \/>**p &lt; 0.01 \u2192 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ac \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7<\/p>\n<p>&nbsp;<\/p>\n<p data-pm-slice=\"1 1 []\"><strong>\u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03ac\u03c3\u03bc\u03b1\u03c4\u03b1<\/strong><\/p>\n<p>\u0397 \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03af\u03c9\u03c3\u03b5 \u03c3\u03b5 \u03bc\u03b5\u03b3\u03ac\u03bb\u03bf \u03b2\u03b1\u03b8\u03bc\u03cc \u03c4\u03b9\u03c2 \u03b8\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b4\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03b1\u03bd\u03b1\u03c6\u03bf\u03c1\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03b7\u03c2 Generation Z \u03c3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03c4\u03bf\u03c5 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03bf\u03cd \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5. \u0397 Generation Z, \u03c9\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ac \u03b5\u03be\u03bf\u03b9\u03ba\u03b5\u03b9\u03c9\u03bc\u03ad\u03bd\u03b7 \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03c1\u03ba\u03ce\u03c2 \u03c3\u03c5\u03bd\u03b4\u03b5\u03b4\u03b5\u03bc\u03ad\u03bd\u03b7 \u03b3\u03b5\u03bd\u03b9\u03ac, \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af \u03c3\u03b5 \u03c5\u03c8\u03b7\u03bb\u03cc \u03b2\u03b1\u03b8\u03bc\u03cc \u03c4\u03bf \u03b4\u03b9\u03b1\u03b4\u03af\u03ba\u03c4\u03c5\u03bf \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03bd\u03b1\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd. \u03a4\u03bf \u03b4\u03b5\u03af\u03b3\u03bc\u03b1 \u03c4\u03b7\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bb\u03ac\u03bc\u03b2\u03b1\u03bd\u03b5 \u03ac\u03c4\u03bf\u03bc\u03b1 \u03bc\u03b5 \u03c5\u03c8\u03b7\u03bb\u03cc \u03bc\u03bf\u03c1\u03c6\u03c9\u03c4\u03b9\u03ba\u03cc \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf, \u03b5\u03bd\u03ce \u03c4\u03bf 66% \u03b5\u03af\u03c7\u03b5 \u03ae\u03b4\u03b7 \u03be\u03b5\u03ba\u03b9\u03bd\u03ae\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u03c4\u03bf\u03c5 \u03c3\u03c4\u03b1\u03b4\u03b9\u03bf\u03b4\u03c1\u03bf\u03bc\u03af\u03b1.<\/p>\n<p>\u03a4\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u03ba\u03b1\u03c4\u03ad\u03b4\u03b5\u03b9\u03be\u03b1\u03bd \u03cc\u03c4\u03b9 \u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03bc\u03ad\u03c1\u03bf\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bc\u03bc\u03b5\u03c4\u03b5\u03c7\u03cc\u03bd\u03c4\u03c9\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03b5\u03af \u03c4\u03bf\u03c5\u03bb\u03ac\u03c7\u03b9\u03c3\u03c4\u03bf\u03bd \u03ad\u03bd\u03b1 \u03c4\u03b1\u03be\u03af\u03b4\u03b9 \u03b1\u03bd\u03b1\u03c8\u03c5\u03c7\u03ae\u03c2 \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03b5\u03bd\u03ce \u03b7 \u03c3\u03c5\u03bd\u03c4\u03c1\u03b9\u03c0\u03c4\u03b9\u03ba\u03ae \u03c0\u03bb\u03b5\u03b9\u03bf\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 (71,6%) \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03b5\u03b9 aggregating \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03c4\u03bf Booking \u03ba\u03b1\u03b9 \u03c4\u03bf Momondo \u03c9\u03c2 \u03ba\u03cd\u03c1\u03b9\u03bf \u03bc\u03ad\u03c3\u03bf \u03b1\u03bd\u03b1\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7\u03c2 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd, \u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03bc\u03cc\u03bb\u03b9\u03c2 14,6% \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ad\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03b1\u03ba\u03c4\u03bf\u03c1\u03b5\u03af\u03c9\u03bd.<\/p>\n<p>\u039f\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7, \u03b7 \u03c4\u03b9\u03bc\u03ae, \u03b7 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2, \u03b7 \u03c0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd online, \u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 aggregators \u03ba\u03b1\u03b9 \u03c3\u03b5 \u03bc\u03b9\u03ba\u03c1\u03cc\u03c4\u03b5\u03c1\u03bf \u03b2\u03b1\u03b8\u03bc\u03cc \u03c4\u03bf WOM\/eWOM. \u0391\u03bd\u03c4\u03af\u03b8\u03b5\u03c4\u03b1, \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03cc\u03c0\u03c9\u03c2 \u03b7 \u03b5\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (convenience), \u03bf\u03b9 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2, \u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03b7 \u03b4\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b1\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u03ba\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1 \u03c3\u03c4\u03b1 social media, \u03b2\u03c1\u03ad\u03b8\u03b7\u03ba\u03b1\u03bd \u03bd\u03b1 \u03ad\u03c7\u03bf\u03c5\u03bd \u03bc\u03b9\u03ba\u03c1\u03cc\u03c4\u03b5\u03c1\u03b7 \u03ae \u03bc\u03b7 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7.<\/p>\n<p>\u0397 \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 \u03b1\u03bd\u03b1\u03b4\u03b5\u03af\u03c7\u03b8\u03b7\u03ba\u03b5 \u03c9\u03c2 \u03bf \u03c0\u03b9\u03bf \u03ba\u03b1\u03b8\u03bf\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc\u03c2 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b1\u03c2, \u03c3\u03c7\u03b5\u03c4\u03b9\u03b6\u03cc\u03bc\u03b5\u03bd\u03b7 \u03ac\u03bc\u03b5\u03c3\u03b1 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ae \u03b1\u03c3\u03c6\u03ac\u03bb\u03b5\u03b9\u03b1 \u03c4\u03c9\u03bd \u03c3\u03c5\u03bd\u03b1\u03bb\u03bb\u03b1\u03b3\u03ce\u03bd, \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03c4\u03b1\u03c3\u03af\u03b1 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ce\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ae \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03c0\u03bb\u03b1\u03c4\u03c6\u03bf\u03c1\u03bc\u03ce\u03bd. \u0397 \u03c4\u03b9\u03bc\u03ae \u03ad\u03c0\u03b1\u03b9\u03be\u03b5 \u03b5\u03c0\u03af\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b8\u03bf\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c1\u03cc\u03bb\u03bf, \u03bc\u03b5 \u03c4\u03b7 Generation Z \u03bd\u03b1 \u03b5\u03c0\u03b9\u03b4\u03b5\u03b9\u03ba\u03bd\u03cd\u03b5\u03b9 \u03ad\u03bd\u03c4\u03bf\u03bd\u03b7 \u03c0\u03c1\u03bf\u03c4\u03af\u03bc\u03b7\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03c3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7 \u03c4\u03b9\u03bc\u03ce\u03bd \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03c4\u03c9\u03bd \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03c9\u03bd \u03c0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ce\u03bd. \u0397 \u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2, \u03bc\u03b5 \u03ad\u03bc\u03c6\u03b1\u03c3\u03b7 \u03c3\u03c4\u03bf\u03bd \u03c6\u03b9\u03bb\u03b9\u03ba\u03cc \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c4\u03b1\u03c7\u03cd\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b1\u03c2, \u03b5\u03c0\u03b9\u03b4\u03c1\u03ac \u03b8\u03b5\u03c4\u03b9\u03ba\u03ac \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7 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\u03c4\u03b7\u03c2 Generation Z, \u03b7 \u03bf\u03c0\u03bf\u03af\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03ac\u03c4\u03bf\u03bc\u03b1 \u03ba\u03ac\u03c4\u03c9 \u03c4\u03c9\u03bd 18 \u03b5\u03c4\u03ce\u03bd, \u03b5\u03bd\u03b4\u03ad\u03c7\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03af\u03b6\u03b5\u03b9 \u03c3\u03b5 \u03ba\u03ac\u03c0\u03bf\u03b9\u03bf \u03b2\u03b1\u03b8\u03bc\u03cc \u03c4\u03b7\u03bd \u03b1\u03bd\u03b5\u03be\u03b1\u03c1\u03c4\u03b7\u03c3\u03af\u03b1 \u03bb\u03ae\u03c8\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03c9\u03bd. \u03a3\u03c4\u03b7\u03bd \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1, \u03b7 \u03bc\u03ad\u03c3\u03b7 \u03b7\u03bb\u03b9\u03ba\u03af\u03b1 \u03ae\u03c4\u03b1\u03bd 22 \u03ad\u03c4\u03b7, \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2 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\u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c3\u03c4\u03bf\u03bd \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c4\u03bf\u03c5 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03bf\u03cd \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5.<\/p>\n<p><strong>\u039c\u03b5\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ae \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1<\/strong><\/p>\n<p>\u0397 \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03b5\u03b9 \u03bc\u03b9\u03b1 \u03c3\u03c4\u03ad\u03c1\u03b5\u03b7 \u03b2\u03ac\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03c0\u03b5\u03c1\u03b1\u03b9\u03c4\u03ad\u03c1\u03c9 \u03b5\u03bc\u03c0\u03bb\u03bf\u03c5\u03c4\u03b9\u03c3\u03bc\u03cc \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03bf\u03bd\u03b9\u03ba\u03ae\u03c2 \u03b3\u03bd\u03ce\u03c3\u03b7\u03c2 \u03b3\u03cd\u03c1\u03c9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03b7\u03c2 Generation Z. \u03a9\u03c3\u03c4\u03cc\u03c3\u03bf, \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03c0\u03bf\u03bb\u03bb\u03b1\u03c0\u03bb\u03ad\u03c2 \u03ba\u03b1\u03c4\u03b5\u03c5\u03b8\u03cd\u03bd\u03c3\u03b5\u03b9\u03c2 \u03c0\u03bf\u03c5 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b5\u03be\u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03b8\u03bf\u03cd\u03bd \u03b1\u03ba\u03cc\u03bc\u03b1 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03c3\u03c4\u03bf \u03bc\u03ad\u03bb\u03bb\u03bf\u03bd:<\/p>\n<p>\u03a0\u03c1\u03ce\u03c4\u03bf\u03bd, \u03c0\u03c1\u03bf\u03c4\u03b5\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03c3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b5\u03c5\u03c1\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd \u03bc\u03b5 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03b3\u03b5\u03bd\u03b9\u03ad\u03c2, \u03cc\u03c0\u03c9\u03c2 \u03b7 Generation Y (Millennials &#8211; 1978-1994) \u03ba\u03b1\u03b9 \u03b7 Generation Alpha (2010-2024), \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03b5\u03bd\u03c4\u03bf\u03c0\u03b9\u03c3\u03c4\u03bf\u03cd\u03bd \u03b4\u03b9\u03b1\u03b3\u03b5\u03bd\u03b5\u03b1\u03ba\u03ad\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03b5\u03b9\u03c2. \u039c\u03b9\u03b1 \u03c4\u03ad\u03c4\u03bf\u03b9\u03b1 \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b1\u03c0\u03bf\u03ba\u03b1\u03bb\u03cd\u03c8\u03b5\u03b9 \u03b5\u03be\u03b5\u03bb\u03b9\u03ba\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03cc\u03c4\u03c5\u03c0\u03b1 \u03c3\u03c4\u03b7\u03bd \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ae \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03ae\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b7 \u03c7\u03ac\u03c1\u03b1\u03be\u03b7 \u03c3\u03c4\u03bf\u03c7\u03b5\u03c5\u03bc\u03ad\u03bd\u03c9\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ce\u03bd \u03b3\u03b9\u03b1 \u03ba\u03ac\u03b8\u03b5 \u03b7\u03bb\u03b9\u03ba\u03b9\u03b1\u03ba\u03ae \u03bf\u03bc\u03ac\u03b4\u03b1.<\/p>\n<p>\u0394\u03b5\u03cd\u03c4\u03b5\u03c1\u03bf\u03bd, \u03b7 \u03b4\u03b9\u03b5\u03c1\u03b5\u03cd\u03bd\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7\u03c2 \u03c4\u03c9\u03bd micro-influencers \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 user-generated content \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03bd\u03b1 \u03b1\u03c0\u03bf\u03ba\u03b1\u03bb\u03cd\u03c8\u03b5\u03b9 \u03b5\u03bd\u03b1\u03bb\u03bb\u03b1\u03ba\u03c4\u03b9\u03ba\u03ac \u03bc\u03bf\u03c4\u03af\u03b2\u03b1 \u03b5\u03c0\u03b9\u03c1\u03c1\u03bf\u03ae\u03c2, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03b1\u03c5\u03c4\u03ac \u03b8\u03b5\u03c9\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c5\u03b8\u03b5\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2. \u039c\u03b9\u03ba\u03c1\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03be\u03b9\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03bf\u03c5\u03bd \u03c4\u03ad\u03c4\u03bf\u03b9\u03b5\u03c2 \u03c4\u03b1\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03bc\u03b5 \u03c7\u03b1\u03bc\u03b7\u03bb\u03cc \u03ba\u03cc\u03c3\u03c4\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c5\u03c8\u03b7\u03bb\u03ae \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1.<\/p>\n<p>\u03a4\u03c1\u03af\u03c4\u03bf\u03bd, \u03b8\u03b1 \u03ae\u03c4\u03b1\u03bd \u03c7\u03c1\u03ae\u03c3\u03b9\u03bc\u03bf \u03bd\u03b1 \u03bc\u03b5\u03bb\u03b5\u03c4\u03b7\u03b8\u03b5\u03af \u03bf \u03c1\u03cc\u03bb\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03c4\u03b5\u03c7\u03bd\u03b7\u03c4\u03ae\u03c2 \u03bd\u03bf\u03b7\u03bc\u03bf\u03c3\u03cd\u03bd\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2, \u03bc\u03ad\u03c3\u03c9 recommendation engines, chatbots \u03ba\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc\u03bc\u03b1\u03c4\u03c9\u03bd \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03b5\u03be\u03c5\u03c0\u03b7\u03c1\u03ad\u03c4\u03b7\u03c3\u03b7\u03c2. \u0391\u03c5\u03c4\u03ac \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03c5\u03be\u03ae\u03c3\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd 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\u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2, \u03cc\u03c0\u03c9\u03c2 \u03b5\u03b9\u03ba\u03bf\u03bd\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b5\u03c2, \u03c0\u03cc\u03bd\u03c4\u03bf\u03b9 \u03b5\u03c0\u03b9\u03b2\u03c1\u03ac\u03b2\u03b5\u03c5\u03c3\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b7\u03c7\u03b1\u03bd\u03b9\u03c3\u03bc\u03bf\u03af \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u03b4\u03b9\u03ac\u03b4\u03c1\u03b1\u03c3\u03b7\u03c2. \u0397 Generation Z \u03b4\u03b5\u03af\u03c7\u03bd\u03b5\u03b9 \u03c0\u03c1\u03bf\u03c4\u03af\u03bc\u03b7\u03c3\u03b7 \u03c3\u03b5 \u03b4\u03b9\u03b1\u03b4\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03c5\u03c7\u03ac\u03c1\u03b9\u03c3\u03c4\u03b5\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b5\u03c2, \u03b1\u03ba\u03cc\u03bc\u03b7 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03b5\u03bc\u03c0\u03bf\u03c1\u03b9\u03ba\u03ce\u03bd \u03c3\u03c5\u03bd\u03b1\u03bb\u03bb\u03b1\u03b3\u03ce\u03bd.<\/p>\n<p>\u03a4\u03ad\u03bb\u03bf\u03c2, \u03c3\u03c4\u03bf \u03c0\u03bb\u03b1\u03af\u03c3\u03b9\u03bf \u03c4\u03b7\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae\u03c2 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03b8\u03b1 \u03b5\u03af\u03c7\u03b5 \u03b5\u03be\u03b1\u03b9\u03c1\u03b5\u03c4\u03b9\u03ba\u03cc \u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd \u03bd\u03b1 \u03bc\u03b5\u03bb\u03b5\u03c4\u03b7\u03b8\u03b5\u03af \u03b7 \u03c3\u03c4\u03ac\u03c3\u03b7 \u03c4\u03b7\u03c2 Generation Z \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03b5 \u03bc\u03bf\u03c1\u03c6\u03ad\u03c2 \u03b8\u03b5\u03bc\u03b1\u03c4\u03b9\u03ba\u03bf\u03cd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd \u03cc\u03c0\u03c9\u03c2 \u03bf \u03b1\u03b3\u03c1\u03bf\u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2, \u03bf \u03c0\u03bf\u03bb\u03b9\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03ae \u03bf\u03b9 \u03b3\u03b1\u03c3\u03c4\u03c1\u03bf\u03bd\u03bf\u03bc\u03b9\u03ba\u03ad\u03c2 \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b5\u03c2. \u0397 \u03b1\u03be\u03b9\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03c4\u03bf\u03c0\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03c4\u03bf\u03c5 storytelling \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03b1\u03c5\u03b8\u03b5\u03bd\u03c4\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03c3\u03bf\u03c5\u03bd \u03c4\u03b7 \u03c3\u03cd\u03bd\u03b4\u03b5\u03c3\u03b7 \u03b1\u03c5\u03c4\u03ae\u03c2 \u03c4\u03b7\u03c2 \u03b3\u03b5\u03bd\u03b9\u03ac\u03c2 \u03bc\u03b5 \u03bc\u03b9\u03ba\u03c1\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b5\u03c3\u03b1\u03af\u03b5\u03c2 \u03b5\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2, \u03c5\u03c0\u03cc \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03cb\u03c0\u03cc\u03b8\u03b5\u03c3\u03b7 \u03cc\u03c4\u03b9 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03b8\u03b1 \u03b5\u03c0\u03b5\u03bd\u03b4\u03cd\u03c3\u03bf\u03c5\u03bd \u03c3\u03b5 \u03ad\u03be\u03c5\u03c0\u03bd\u03b1 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ac \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03be\u03b1\u03c4\u03bf\u03bc\u03b9\u03ba\u03b5\u03c5\u03bc\u03ad\u03bd\u03b5\u03c2 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2 marketing.<\/p>\n<p>\u0397 \u03b5\u03c0\u03ad\u03ba\u03c4\u03b1\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1\u03c2 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03b9\u03c2 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9 \u03ba\u03b1\u03c4\u03b5\u03c5\u03b8\u03cd\u03bd\u03c3\u03b5\u03b9\u03c2 \u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03b5\u03c4\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03b5\u03b9 \u03c0\u03bf\u03bb\u03cd\u03c4\u03b9\u03bc\u03b1 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03ac\u03c3\u03bc\u03b1\u03c4\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03ba\u03b1\u03b4\u03b7\u03bc\u03b1\u03ca\u03ba\u03ae \u03ba\u03bf\u03b9\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03b1\u03c0\u03c4\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b2\u03b9\u03bf\u03bc\u03b7\u03c7\u03b1\u03bd\u03af\u03b1, \u03c3\u03b5 \u03bc\u03b9\u03b1 \u03b5\u03c0\u03bf\u03c7\u03ae \u03cc\u03c0\u03bf\u03c5 \u03b7 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ae \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03b9\u03bf \u03b5\u03c0\u03b9\u03c4\u03b1\u03ba\u03c4\u03b9\u03ba\u03ae \u03b1\u03c0\u03cc \u03c0\u03bf\u03c4\u03ad.<\/p>\n<p>&nbsp;<\/p>\n<p>\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 1<\/p>\n<table>\n<thead>\n<tr>\n<th style=\"text-align: center;\">\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th style=\"text-align: left;\">\u03a0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc (%)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>\u03a0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ae \u039a\u03b1\u03c4\u03bf\u03b9\u03ba\u03af\u03b1\u03c2<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03b1\u03bd\u03c4\u03b1\u03c1\u03ad\u03bc<\/td>\n<td>40,3%<\/td>\n<\/tr>\n<tr>\n<td>\u039b\u03b9\u03c3\u03b1\u03b2\u03cc\u03bd\u03b1<\/td>\n<td>24,0%<\/td>\n<\/tr>\n<tr>\n<td>\u039b\u03b5\u03ca\u03c1\u03af\u03b1<\/td>\n<td>2,6%<\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03b5\u03c4\u03bf\u03cd\u03bc\u03c0\u03b1\u03bb<\/td>\n<td>2,8%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03b2\u03ad\u03b9\u03c1\u03bf<\/td>\n<td>2,0%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03cc\u03c1\u03c4\u03bf<\/td>\n<td>9,0%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b9\u03ac\u03bd\u03b1 \u03bd\u03c4\u03bf \u039a\u03b1\u03c3\u03c4\u03ad\u03bb\u03bf<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039a\u03b1\u03c3\u03c4\u03ad\u03bb\u03bf \u039c\u03c0\u03c1\u03ac\u03bd\u03ba\u03bf<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u03a6\u03ac\u03c1\u03bf<\/td>\n<td>1,3%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03c0\u03c1\u03b1\u03b3\u03ba\u03ac\u03bd\u03c3\u03b1<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0388\u03b2\u03bf\u03c1\u03b1<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039a\u03bf\u0390\u03bc\u03c0\u03c1\u03b1<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03c0\u03c1\u03ac\u03b3\u03ba\u03b1<\/td>\n<td>1,7%<\/td>\n<\/tr>\n<tr>\n<td>\u0393\u03ba\u03bf\u03c5\u03ac\u03c1\u03bd\u03c4\u03b1<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03af\u03bb\u03b1 \u03a1\u03b5\u03ac\u03bb<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b9\u03b6\u03ad\u03bf\u03c5<\/td>\n<td>0,4%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03bf\u03c1\u03c4\u03b1\u03bb\u03ad\u03b3\u03ba\u03c1\u03b5<\/td>\n<td>0,9%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03b6\u03cc\u03c1\u03b5\u03c2<\/td>\n<td>2,1%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03b1\u03b4\u03ad\u03c1\u03b1<\/td>\n<td>1,3%<\/td>\n<\/tr>\n<tr>\n<td><strong>\u0395\u03ba\u03c0\u03b1\u03b9\u03b4\u03b5\u03c5\u03c4\u03b9\u03ba\u03cc \u0395\u03c0\u03af\u03c0\u03b5\u03b4\u03bf<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u0392\u03b1\u03c3\u03b9\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>2,6%<\/td>\n<\/tr>\n<tr>\n<td>\u0394\u03b5\u03c5\u03c4\u03b5\u03c1\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1 \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>27,9%<\/td>\n<\/tr>\n<tr>\n<td>\u03a0\u03b1\u03bd\u03b5\u03c0\u03b9\u03c3\u03c4\u03b7\u03bc\u03b9\u03b1\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>63,5%<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03b5\u03c4\u03b1\u03c0\u03c4\u03c5\u03c7\u03b9\u03b1\u03ba\u03ae \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7<\/td>\n<td>6,0%<\/td>\n<\/tr>\n<tr>\n<td><strong>\u0395\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u039a\u03b1\u03c4\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7<\/strong><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>\u03a6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ae\u03c2\/\u03a6\u03bf\u03b9\u03c4\u03ae\u03c4\u03c1\u03b9\u03b1<\/td>\n<td>29,6%<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7 \u03c6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ae\u03c2\/\u03c6\u03bf\u03b9\u03c4\u03ae\u03c4\u03c1\u03b9\u03b1<\/td>\n<td>24,0%<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03c5\u03c4\u03bf\u03b1\u03c0\u03b1\u03c3\u03c7\u03bf\u03bb\u03bf\u03cd\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7<\/td>\n<td>6,4%<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7<\/td>\n<td>35,2%<\/td>\n<\/tr>\n<tr>\n<td>\u0386\u03bd\u03b5\u03c1\u03b3\u03bf\u03c2\/\u03b7<\/td>\n<td>4,7%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 2<\/p>\n<table data-pm-slice=\"3 3 []\">\n<tbody>\n<tr>\n<th>\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th>\u039c\u03ad\u03c3\u03b7 \u03a4\u03b9\u03bc\u03ae<\/th>\n<\/tr>\n<tr>\n<td>\u0394\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd\/\u03a5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd Online<\/td>\n<td>3.96<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (Convenience)<\/td>\n<td>3.70<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (Online Experience)<\/td>\n<td>3.93<\/td>\n<\/tr>\n<tr>\n<td>\u03a3\u03c7\u03cc\u03bb\u03b9\u03b1\/\u03a3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (WOM\/eWOM)<\/td>\n<td>4.03<\/td>\n<\/tr>\n<tr>\n<td>\u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/td>\n<td>3.70<\/td>\n<\/tr>\n<tr>\n<td>\u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7<\/td>\n<td>3.52<\/td>\n<\/tr>\n<tr>\n<td>\u039c\u03ad\u03c3\u03b1 \u039a\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u0394\u03b9\u03ba\u03c4\u03cd\u03c9\u03c3\u03b7\u03c2 (Social Networks)<\/td>\n<td>3.61<\/td>\n<\/tr>\n<tr>\n<td>\u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd (Tourism Websites)<\/td>\n<td>4.12<\/td>\n<\/tr>\n<tr>\n<td>\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 (Trust)<\/td>\n<td>4.23<\/td>\n<\/tr>\n<tr>\n<td>\u03a4\u03b9\u03bc\u03ae (Price)<\/td>\n<td>4.15<\/td>\n<\/tr>\n<tr>\n<td>\u0394\u03c5\u03bd\u03b1\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1 \u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7\u03c2 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 (Booking Cancellation)<\/td>\n<td>3.53<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>\u03a0\u03af\u03bd\u03b1\u03ba\u03b1\u03c2 3<\/p>\n<table>\n<thead>\n<tr>\n<th style=\"text-align: center;\">\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/th>\n<th>1<\/th>\n<th>2<\/th>\n<th>3<\/th>\n<th>4<\/th>\n<th>5<\/th>\n<th>6<\/th>\n<th>7<\/th>\n<th>8<\/th>\n<th>9<\/th>\n<th>10<\/th>\n<th>11<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>1. \u03a0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ac \u03a0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03a5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd Online<\/strong><\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>2. \u0395\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 (Convenience)<\/strong><\/td>\n<td>.530**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>3. \u0395\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03a7\u03c1\u03ae\u03c3\u03b7\u03c2 (Online Experience)<\/strong><\/td>\n<td>.437**<\/td>\n<td>.453**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>4. \u03a3\u03c7\u03cc\u03bb\u03b9\u03b1\/\u03a3\u03c5\u03c3\u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (WOM\/eWOM)<\/strong><\/td>\n<td>.086<\/td>\n<td>.126*<\/td>\n<td>.219**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>5. \u0391\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03b5 \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/strong><\/td>\n<td>.129*<\/td>\n<td>.203**<\/td>\n<td>.256**<\/td>\n<td>.356**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>6. \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u0394\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7<\/strong><\/td>\n<td>.027<\/td>\n<td>.065<\/td>\n<td>.221**<\/td>\n<td>.119*<\/td>\n<td>.481**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>7. \u039c\u03ad\u03c3\u03b1 \u039a\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ae\u03c2 \u0394\u03b9\u03ba\u03c4\u03cd\u03c9\u03c3\u03b7\u03c2<\/strong><\/td>\n<td>.169**<\/td>\n<td>.186**<\/td>\n<td>.221**<\/td>\n<td>.224**<\/td>\n<td>.408**<\/td>\n<td>.149**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>8. \u0399\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03a4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/strong><\/td>\n<td>.419**<\/td>\n<td>.437**<\/td>\n<td>.502**<\/td>\n<td>.119*<\/td>\n<td>.282**<\/td>\n<td>.119*<\/td>\n<td>.282**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>9. \u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03bf\u03c3\u03cd\u03bd\u03b7 (Trust)<\/strong><\/td>\n<td>.427**<\/td>\n<td>.436**<\/td>\n<td>.405**<\/td>\n<td>.119*<\/td>\n<td>.226**<\/td>\n<td>.103*<\/td>\n<td>.196**<\/td>\n<td>.762**<\/td>\n<td>1<\/td>\n<td><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>10. \u03a4\u03b9\u03bc\u03ae (Price)<\/strong><\/td>\n<td>.421**<\/td>\n<td>.530**<\/td>\n<td>.522**<\/td>\n<td>.122*<\/td>\n<td>.315**<\/td>\n<td>.119*<\/td>\n<td>.318**<\/td>\n<td>.548**<\/td>\n<td>.438**<\/td>\n<td>1<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td><strong>11. \u0391\u03ba\u03cd\u03c1\u03c9\u03c3\u03b7 \u039a\u03c1\u03ac\u03c4\u03b7\u03c3\u03b7\u03c2 (Booking Cancellation)<\/strong><\/td>\n<td>.271**<\/td>\n<td>.312**<\/td>\n<td>.322**<\/td>\n<td>.167*<\/td>\n<td>.198*<\/td>\n<td>.149*<\/td>\n<td>.119*<\/td>\n<td>.234**<\/td>\n<td>.284**<\/td>\n<td>.341**<\/td>\n<td>1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>*p &lt; 0.05 \u2192 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7<br data-start=\"2249\" data-end=\"2252\" \/>**p &lt; 0.01 \u2192 \u03b9\u03c3\u03c7\u03c5\u03c1\u03ac \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03c3\u03c7\u03ad\u03c4\u03b9\u03c3\u03b7<\/p>\n<p>\u03a0\u03b1\u03c1\u03ac\u03c1\u03c4\u03b7\u03bc\u03b1 1<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"283\"><strong>\u039c\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ae<\/strong><\/td>\n<td width=\"282\"><strong>\u039a\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b5\u03c2<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u03a0\u03cc\u03c3\u03bf \u03c3\u03c5\u03c7\u03bd\u03ac \u03c4\u03b1\u03be\u03b9\u03b4\u03b5\u03cd\u03b5\u03c4\u03b5 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc;<\/td>\n<td width=\"282\">\u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03c0\u03cc \u03bc\u03af\u03b1 \u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03bc\u03af\u03b1 \u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03b4\u03cd\u03bf \u03c6\u03bf\u03c1\u03ad\u03c2 \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03c4\u03c1\u03b5\u03b9\u03c2 \u03c6\u03bf\u03c1\u03ad\u03c2 \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf, \u03c4\u03ad\u03c3\u03c3\u03b5\u03c1\u03b9\u03c2 \u03ae \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03c6\u03bf\u03c1\u03ad\u03c2 \u03c4\u03bf\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u03a0\u03bf\u03b9\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ae \u03c0\u03b7\u03b3\u03ae \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ce\u03bd \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af\u03c4\u03b5 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03cc;<\/td>\n<td width=\"282\">\u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03c1\u03b1\u03ba\u03c4\u03bf\u03c1\u03b5\u03af\u03c9\u03bd, aggregators, \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ba\u03ac \u03b4\u03af\u03ba\u03c4\u03c5\u03b1, \u03b5\u03be\u03b5\u03b9\u03b4\u03b9\u03ba\u03b5\u03c5\u03bc\u03ad\u03bd\u03b1 blogs \u03ba\u03b1\u03b9 \u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0388\u03c7\u03b5\u03b9 \u03bd\u03cc\u03b7\u03bc\u03b1 \u03bd\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03c9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1\/\u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 \u03b1\u03c0\u03cc \u03c6\u03c5\u03c3\u03b9\u03ba\u03cc \u03ba\u03b1\u03c4\u03ac\u03c3\u03c4\u03b7\u03bc\u03b1 \u03b5\u03bd\u03ce \u03bc\u03c0\u03bf\u03c1\u03ce \u03bd\u03b1 \u03c4\u03bf \u03ba\u03ac\u03bd\u03c9 \u03b1\u03c0\u03cc \u03c4\u03bf \u03c3\u03c0\u03af\u03c4\u03b9;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u039f\u03b9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 online \u03b5\u03af\u03bd\u03b1\u03b9 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b5\u03c0\u03b5\u03b9\u03b4\u03ae \u03b5\u03be\u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03bf\u03cd\u03bd \u03c7\u03c1\u03cc\u03bd\u03bf;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u038c\u03c4\u03b1\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac\u03b6\u03c9 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1\/\u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 online, \u03bc\u03c0\u03bf\u03c1\u03ce \u03bd\u03b1 \u03c3\u03c5\u03b3\u03ba\u03c1\u03af\u03bd\u03c9 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c6\u03bf\u03c1\u03ad\u03c2;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0398\u03b1 \u03b1\u03b3\u03cc\u03c1\u03b1\u03b6\u03b1 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03be\u03b1\u03bd\u03ac \u03b1\u03bd \u03ad\u03bc\u03b5\u03b9\u03bd\u03b1 \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03b7\u03bc\u03ad\u03bd\u03bf\u03c2\/\u03b7;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03b3\u03bd\u03ce\u03bc\u03b7 \u03c3\u03c5\u03b3\u03b3\u03b5\u03bd\u03ce\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03b3\u03bd\u03ce\u03bc\u03b7 \u03c6\u03af\u03bb\u03c9\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u03a4\u03b1 \u03c3\u03c7\u03cc\u03bb\u03b9\u03b1 \u03b1\u03b3\u03bd\u03ce\u03c3\u03c4\u03c9\u03bd \u03c3\u03c4\u03b1 \u03c6\u03cc\u03c1\u03bf\u03c5\u03bc \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ac;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u039f\u03b9 \u03b1\u03c0\u03cc\u03c8\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd influencers (bloggers, YouTubers) \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03b5\u03c5\u03ba\u03bf\u03bb\u03af\u03b1 \u03c7\u03c1\u03ae\u03c3\u03b7\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b1\u03c2 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03c5\u03c0\u03bf\u03c3\u03c4\u03ae\u03c1\u03b9\u03be\u03b7 \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03b4\u03b9\u03b1\u03b8\u03b5\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1 24\/7 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03c0\u03bf\u03b9\u03ba\u03b9\u03bb\u03af\u03b1 \u03c3\u03c4\u03bf\u03c5\u03c2 \u03c4\u03c1\u03cc\u03c0\u03bf\u03c5\u03c2 \u03c0\u03bb\u03b7\u03c1\u03c9\u03bc\u03ae\u03c2 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0395\u03bc\u03c0\u03b9\u03c3\u03c4\u03b5\u03cd\u03bf\u03bc\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b9\u03c3\u03c4\u03bf\u03c3\u03b5\u03bb\u03af\u03b4\u03b5\u03c2;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03c0\u03c1\u03bf\u03c3\u03c4\u03b1\u03c3\u03af\u03b1 \u03c4\u03c9\u03bd \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ce\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397 \u03b1\u03c3\u03c6\u03ac\u03bb\u03b5\u03b9\u03b1 \u03c0\u03bb\u03b7\u03c1\u03c9\u03bc\u03ce\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae;<\/td>\n<td width=\"282\">\u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1, \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce, \u03bf\u03cd\u03c4\u03b5 \u03b4\u03b9\u03b1\u03c6\u03c9\u03bd\u03ce \u03bf\u03cd\u03c4\u03b5 \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce, \u03c3\u03c5\u03bc\u03c6\u03c9\u03bd\u03ce \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u03a0\u03cc\u03bb\u03b7 \u039a\u03b1\u03c4\u03bf\u03b9\u03ba\u03af\u03b1\u03c2;<\/td>\n<td width=\"282\">Santar\u00e9m, Lisbon, Leiria, Set\u00fabal, Aveiro, Oporto,<br \/>\nViana do Castelo, Castelo Branco, Faro, Bragan\u00e7a,<br \/>\n\u00c9vora, Coimbra, Braga, Guarda, Vila Real, Viseu,<br \/>\nPortalegre, Azores, Madeira<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0397\u03bb\u03b9\u03ba\u03b9\u03b1\u03ba\u03ae \u039f\u03bc\u03ac\u03b4\u03b1;<\/td>\n<td width=\"282\">10-15, 16-20, 21-25<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u03a6\u03cd\u03bb\u03bf;<\/td>\n<td width=\"282\">\u03ac\u03bd\u03b4\u03c1\u03b1\u03c2, \u03b3\u03c5\u03bd\u03b1\u03af\u03ba\u03b1<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0395\u03c0\u03af\u03c0\u03b5\u03b4\u03bf \u0395\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7\u03c2;<\/td>\n<td width=\"282\">\u03b2\u03b1\u03c3\u03b9\u03ba\u03ae, \u03b4\u03b5\u03c5\u03c4\u03b5\u03c1\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1, \u03c4\u03c1\u03b9\u03c4\u03bf\u03b2\u03ac\u03b8\u03bc\u03b9\u03b1, \u03bc\u03b5\u03c4\u03b1\u03c0\u03c4\u03c5\u03c7\u03b9\u03b1\u03ba\u03ae<\/td>\n<\/tr>\n<tr>\n<td width=\"283\">\u0395\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u039a\u03b1\u03c4\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7;<\/td>\n<td width=\"282\">\u03c6\u03bf\u03b9\u03c4\u03b7\u03c4\u03ae\u03c2\/\u03c1\u03b9\u03b1, \u03b5\u03c1\u03b3\u03b1\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c2\/\u03b7, \u03ac\u03bd\u03b5\u03c1\u03b3\u03bf\u03c2\/\u03b7<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong><em>\u0392\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b1<\/em><\/strong><\/p>\n<p>Duffett, R. G. (2017). Influence of social media marketing communications on young consumers\u2019 attitudes. <em data-start=\"458\" data-end=\"479\">Young Consumers, 18<\/em>(1), 19\u201339. <a href=\"https:\/\/doi.org\/10.1108\/YC-07-2016-00622\" data-start=\"491\" data-end=\"531\">https:\/\/doi.org\/10.1108\/YC-07-2016-00622<\/a><\/p>\n<p>Flippin, Candace. 2017. <em>Generation Z in the Workplace: Helping the Newest Generation in the Workforce Build Successful<\/em><br \/>\n<em>Working Relationships and Career Paths.<\/em> Cleveland: Candace Steele.<\/p>\n<p data-start=\"533\" data-end=\"622\">Nunnally, J. C., &amp; Bernstein, I. H. (1994). <em data-start=\"577\" data-end=\"598\">Psychometric theory<\/em> (3rd ed.). McGraw-Hill.<\/p>\n<p data-start=\"624\" data-end=\"856\">PORDATA. (2019). <em data-start=\"875\" data-end=\"905\">Balan\u00e7a de Viagens e Turismo<\/em>. https:\/\/www.pordata.pt\/Portugal\/Balan\u00e7a+de+viagens+e+turismo-2583<\/p>\n<p data-start=\"624\" data-end=\"856\">Posner, Harriet. 2015. Marketing de Moda. S\u00e3o Paulo: Editorial Gustavo Gili.<\/p>\n<p data-start=\"974\" data-end=\"1201\">Priporas, C. V., Stylos, N., &amp; Fotiadis, A. (2017). Generation Z consumers\u2019 expectations of interactions in smart retailing: A future agenda. <em data-start=\"1116\" data-end=\"1149\">Computers in Human Behavior, 77<\/em>, 374\u2013381. <a href=\"https:\/\/doi.org\/10.1016\/j.chb.2017.01.058\" data-start=\"1160\" data-end=\"1201\">https:\/\/doi.org\/10.1016\/j.chb.2017.01.058<\/a><\/p>\n<p data-start=\"1203\" data-end=\"1283\">Tapscott, D. (2010). <em data-start=\"1224\" data-end=\"1251\">A hora da Gera\u00e7\u00e3o Digital<\/em>. Rio de Janeiro: Agir Neg\u00f3cios.<\/p>\n<p data-start=\"1285\" data-end=\"1519\">Vieira, J., Frade, R., Ascenso, R., Prates, I., &amp; Martinho, F. (2020). Generation Z and key-factors on e-commerce: A study on the Portuguese tourism sector. <em data-start=\"1442\" data-end=\"1471\">Administrative Sciences, 10<\/em>(4), 103. <a href=\"https:\/\/doi.org\/10.3390\/admsci10040103\" data-start=\"1481\" data-end=\"1519\">https:\/\/doi.org\/10.3390\/admsci10040103<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0397 \u03c0\u03b1\u03c1\u03bf\u03cd\u03c3\u03b1 \u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1 \u03b5\u03c1\u03b5\u03c5\u03bd\u03ac \u03c4\u03b9\u03c2 \u03c8\u03b7\u03c6\u03b9\u03b1\u03ba\u03ad\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 \u03c4\u03b7\u03c2 Generation Z \u03c3\u03c4\u03bf\u03bd \u03c4\u03bf\u03c5\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c4\u03b7\u03c2.. \u0394\u03b9\u03b1\u03b2\u03ac\u03c3\u03c4\u03b5 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b1..<\/p>\n","protected":false},"author":731,"featured_media":23666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77],"tags":[1711,419,2044,84],"class_list":["post-23654","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-epistimi","tag-ecommerce","tag-tourism","tag-2044","tag-tourismos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v14.0.4 - 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