A phenomenological investigation of Internet usage among older individuals
Year: 2000
Type: article
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.
Source: Journal of Consumer Marketing
Authors: Philip J. Trocchia, Swinder Janda
Institution: Kansas State University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2008785993