Secondary consumer socialisation and adoption of e-commerce: a qualitative inquiry
by Ayushi Gangwar; Prem Prakash Dewani
J. for International Business and Entrepreneurship Development (JIBED), Vol. 14, No. 4, 2022

Abstract: This study aims to understand the e-commerce adoption of the middle-aged and older consumer segment by identifying the secondary socialisation agents that help to embark on their online shopping journey. We develop a framework to understand the secondary consumer socialisation process using 'socialisation theory' and 'theory of andragogy', and propose a contrast view to the traditional approach, where children are the learners of a marketplace. We conducted in-depth personal interviews (qualitative inquiry) of middle-aged and older adults, their children, spouses, and peers. A thematic analysis of the data suggests that older individuals are predominantly socialised by their offspring, particularly when technology adoption is concerned. Further, spouses, peers, and the media increase awareness among consumers, and provide them support. Additionally, communication from these secondary socialisation agents motivates the older consumers to adopt online shopping, providing them economic and social motivation. We discuss the theoretical and managerial implications of the study.

Online publication date: Tue, 18-Apr-2023

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