Electronics Utilization by Consumers: Antecedents and Impact on Consumer Positivity
DOI:
https://doi.org/10.33423/jmdc.v18i3.7156Keywords:
marketing, development, electronic utilization, cultural openness, deal proneness, value judgement, self-esteem, shopping enjoyment, positive consumer characteristicsAbstract
A sample of consumers, ranging in age from late teens to 65, is used to examine the impact of demographic antecedents on consumer electronic utilization variables (age, household income, undergraduate major, and ethnicity).Then, the impact of these electronic utilization variables on positive consumer characteristics is examined (cultural openness, deal proneness, value judgment, self-esteem, and shopping enjoyment).Strong support indicates the various impacts the antecedents have on consumer electronic utilization. Findings also suggest the influence of these electronic utilization variables on positive consumer characteristics. The non-findings are discussed, and future research is suggested to further examine the relationships included in this study’s research model.
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