Mature consumers: Their allocation and consumption of time on-line.
Item
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Title
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Mature consumers: Their allocation and consumption of time on-line.
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Identifier
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AAI9807967
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identifier
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9807967
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Creator
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McMellon, Charles Arthur.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1997
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Gerontology
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Abstract
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The purpose of this study is to examine the personal and situational differences that are associated with, or influence, the allocation and consumption of time by mature consumers on the Internet. The theoretical base for this study is in the continuity approach of aging (Atchley, 1989; Kaufman, 1987), which takes the perspective that the behavior of the aging individual is based on a desire to maintain one's basic internal and external structure in life through adoptive choices. To analyze the data collected from mature on-line participants, multivariate stepwise regression was used.;The results indicate that mature adults allocate their time on-line to many different activities (e.g., surfing or e-mailing to children) and that each of these activities is influenced by a unique set of variables. Basic to all on-line allocation of time is the key finding that satisfaction with the activity plays an important positive role. Other key findings are the relationships between education, computer literacy, age of first interest in technology, locus of control, and the dependent variable the number of years of on-line experience. There are also significant relationships between perceived mobility limitations, age, gender, income, education, and the dependent variable total time spent on-line per week.;Support for the continuity approach was found in the relationship between the age individuals first became interested in technology and the number of years of experience spent on-line. This relationship suggests that those individuals with an early interest in technology continued their interest as they aged by progressing in their involvement with on-line activities. Segmentation between "technology lovers" and "technology users" indicated that "technology lovers" had higher levels of satisfaction with their time on-line, had spent more time on-line, had higher levels of computer literacy, had a higher need for cognition, and had less monetary limitations in pursuing their Internet activities than "technology users.".;Managerial implications derived from the results of this study include refutation of the stereotyped image of the mature consumer as unwilling to adopt new technologies; and the importance of developing new products that allow a sense of accomplishment and control back into the lives of mature consumers. Public policy implications include the suggestion that the inclusion of computers and on-line activities into the lives of mature consumers offers the possibility of increasing their quality of life.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
