How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online: A Model for Predicting Consumer Attitudes and Intentions to Use Digital Information Products

Colleen P. Kirk

Mount Saint Mary College

Larry Chiagouris, Vishal Lala and Jennifer D. E. Thomas

Pace University

Management slant

  • In the current study, the effect of perceived control on adoption intention was positive for younger digital natives but not for older digital immigrants: Digital natives seek greater interactive control over the information-search process.
  • The positive effect of perceived communication in a Web site on attitude toward the content was stronger for digital natives than for digital immigrants. Digital natives respond more favorably when they perceive opportunities for active involvement in a dialog with the Web site.
  • Messaging decisions will need to weight the age of the target audience more heavily as media become increasingly interactive and mobile.