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Young Users' Attitude Toward Internet Use – The Role of Personal and Family Variables

Journal of Marketing Vistas, 2019-01, Vol.9 (1), p.69-81

Copyright Institute of Public Enterprise (IPE) Jan-Jun 2019 ;ISSN: 2249-9067

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  • Title:
    Young Users' Attitude Toward Internet Use – The Role of Personal and Family Variables
  • Author: Behal, Manisha ; Soni, Pavleen
  • Subjects: Advertising ; Attitudes ; Children & youth ; Communication ; Families & family life ; Hypotheses ; Industrialized nations ; Internet resources ; Mediation ; Researchers ; Social networks ; Social research ; Socialization ; Teenagers ; Young adults
  • Is Part Of: Journal of Marketing Vistas, 2019-01, Vol.9 (1), p.69-81
  • Description: The authors adopt socialization explanation for young internet users' attitude toward internet use. Attitude is theorized as an outcome of socialization process, involving two socialization agents: parents and internet use. In particular, it is hypothesized that perceived internet parental mediation (interaction restrictions, active co-use, monitoring and Indulgence restrictions), indulgence of users in online activities along with demographic variables (age and gender) are related to attitude.The results of the study reveal that interaction restrictions and indulgence restrictions significantly add to skepticism in young internet users about internet use. But indulging in online activities viz., search information for learning and doing homework, web surfing for interesting topics and connecting with friends significantly predict positive attitude. Finally, implications for marketers and policy makers are presented.
  • Publisher: Hyderabad: Institute of Public Enterprise (IPE)
  • Language: English
  • Identifier: ISSN: 2249-9067
  • Source: ProQuest Central
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