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Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal values and innovativeness
Author(s) -
Hartman Jonathan B.,
Shim Soyeon,
Barber Bonnie,
O'Brien Matthew
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20135
Subject(s) - psychology , consumption (sociology) , perspective (graphical) , structural equation modeling , multilevel model , cognition , social psychology , marketing , sociology , social science , computer science , business , machine learning , artificial intelligence , neuroscience
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.