A phenomenological investigation of Internet usage among older individuals

Philip J. Trocchia (Assistant Professor of Marketing, Department of Marketing, Kansas State University, Manhattan, Kansas, USA)
Swinder Janda (Assistant Professor of Marketing, Department of Marketing, Kansas State University, Manhattan, Kansas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2000

Abstract

Older consumers comprise a growing but under‐represented segment of Internet users. However, compared to many younger groups, members of this segment often possess more discretionary time and income. This presents a significant opportunity for marketers of Internet related products and services. In order to better understand older individuals’ attitudes and motivations concerning Internet usage, phenomenological interviews were conducted among six Internet users and six non‐users. From the emic perspective of the informants, and the etic interpretation of the transcripts, the following six themes characterizing differences between Internet using and Internet non‐using older individuals emerged: Reference group affiliation, Technology schema, Resistance to change, Nature of social relations, Perception of reality, and Physical dexterity. The marketing implications of these findings are identified and discussed.

Keywords

Citation

Trocchia, P. and Janda, S. (2000), "A phenomenological investigation of Internet usage among older individuals", Journal of Consumer Marketing, Vol. 17 No. 7, pp. 605-616. https://doi.org/10.1108/07363760010357804

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.