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Why young consumers adopt interactive technologies

Why young consumers adopt interactive technologies Purpose – The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. Design/methodology/approach – The data analysed in this paper was taken from a series of in‐depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports. Findings – The results suggest that five key values held by young consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values. Originality/value – This paper fills a gap in the literature by providing a values‐based structure of why young consumers adopt interactive technologies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Insight and Ideas for Responsible Marketers Emerald Publishing

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References (4)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610610705354
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. Design/methodology/approach – The data analysed in this paper was taken from a series of in‐depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports. Findings – The results suggest that five key values held by young consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values. Originality/value – This paper fills a gap in the literature by providing a values‐based structure of why young consumers adopt interactive technologies.

Journal

Young Consumers Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jun 1, 2006

Keywords: Young consumers; Interactive technologies; Values; MySpace

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