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

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

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

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