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Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal values and innovativeness

Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal... This study addresses the Web‐consumption behavior of adolescents from a cognitive, hierarchical decision‐making perspective. Using a structural equation analysis technique on data collected from high school students, two a priori domains of Web consumption (utilitarian and hedonic) were confirmed. The utilitarian and hedonic domains of Web consumption were influenced directly by innovativeness and indirectly by the personal values of the adolescents. A theoretical discussion based on the results and the implications of these results are presented for the benefit of youth practitioners, educators, parents, and social marketers. © 2006 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal values and innovativeness

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References (61)

Publisher
Wiley
Copyright
© 2006 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20135
Publisher site
See Article on Publisher Site

Abstract

This study addresses the Web‐consumption behavior of adolescents from a cognitive, hierarchical decision‐making perspective. Using a structural equation analysis technique on data collected from high school students, two a priori domains of Web consumption (utilitarian and hedonic) were confirmed. The utilitarian and hedonic domains of Web consumption were influenced directly by innovativeness and indirectly by the personal values of the adolescents. A theoretical discussion based on the results and the implications of these results are presented for the benefit of youth practitioners, educators, parents, and social marketers. © 2006 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Oct 1, 2006

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