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Impact of the internet on teenagers' influence on family purchases

Anupriya Kaur (Based at the Department of Professional Development, Jaypee University of Information Technology, Solan, India)
Y. Medury (Based at the Department of Professional Development, Jaypee University of Information Technology, Solan, India)

Young Consumers

ISSN: 1747-3616

Article publication date: 15 March 2011

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Abstract

Purpose

The primary purpose of this paper is to investigate empirically the impact of the internet on teenage childrens' roles in purchase decisions.

Design/methodology/approach

Based on a survey administered to 346 parent‐child dyads, regression analysis and ANOVA analysis were employed to analyze the impact of the internet on teenagers' influence on several purchase subdecisions related with purchase of high technology products and vacation planning in urban Indian households.

Findings

Results indicate that teenage children in urban Indian households are significantly influenced by the internet, i.e. they perceive and disseminate consumption related information from the internet and, further, this influence is positively related to their role in family purchase decisions. Additionally, statistically significant differences were found on children's participation in decision making across the six subdecisions.

Originality/value

These results are important to academicians, researchers and practitioners because they show that the internet does act as a contemporary influence on consumer socialization of children and impacts the teenage child's participation in family which has been relatively unexplored.

Keywords

Citation

Kaur, A. and Medury, Y. (2011), "Impact of the internet on teenagers' influence on family purchases", Young Consumers, Vol. 12 No. 1, pp. 27-38. https://doi.org/10.1108/17473611111114768

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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