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
Mount Saint Mary College
- 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.