فرآیند اجتماعی شدن مصرف کننده: نقش سن در رفتار خرید آنلاین کودکان
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|84598||2017||10 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Retailing and Consumer Services, Volume 34, January 2017, Pages 38-47
The aims of this research are to develop an understanding of children perception of online shopping and to explore the extent of its adoption within the retail sector. This study also endeavors to investigate the role of age in the development of children's perceptions of online purchase. Semi-structured interviews were conducted with 35 children aged 8â15 years old, and 28 parents in Australia. Template analysis was carried out to analyse the data. The results show that children aged 8â11 and aged 12â15 were different in their behavior and perceptions of online shopping. The results from the interviews suggest that the level of children's online shopping varies and is influenced by many factors, such as age, parental guidance, social networks, and peer influence. The gap in the knowledge of cyberspace also resulted in the reverse-socialization and granted more power for children. In addition, social media have become an emerging influential socialization agent strengthened by early use of the Internet. In terms of the originality, the study provides empirical evidence relating to children's perceptions and behavior in the online environment as consumers, which remain under-researched in the marketing literature. Moreover, the role of childrenâs age was incorporated in the study, allowing more insights to be obtained.