Why young consumers adopt interactive technologies

被引：9
|
作者：
Arthur, Damien [1 ]
Sherman, Claire [2 ]
Appel, Dion [3 ]
Moore, Lucy [4 ]
机构：
[1] Univ Adelaide, Consumer Behav, Adelaide, SA, Australia
[2] Univ Adelaide, Mkt Commun, Adelaide, SA, Australia
[3] Lifelounge Pty Ltd, Sydney, NSW, Australia
[4] Lifelounge Pty Ltd, St Kilda, Vic, Australia
来源：
YOUNG CONSUMERS | 2006年 / 7卷 / 03期
关键词：
Young consumers; Interactive technologies; Values; MySpace;
D O I：
10.1108/17473610610705354
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. 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. 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. This paper fills a gap in the literature by providing a values-based structure of why young consumers adopt interactive technologies. © 2006, Emerald Group Publishing Limited
引用
收藏
页码：33 / +
页数：7
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