International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
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Assessing the Differences in Motivation, Opportunity, and Ability between Young and Aging Consumers to use the Internet

  • Nam, Su-Jung (Dept of Homen Economicse Education, Jeonju University) ;
  • Kim, Ju-Ran (Dept of Advertising and Public Relations, Jeonju University)
  • Received : 2011.01.20
  • Accepted : 2011.05.31
  • Published : 2011.06.30
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Abstract

This study examines the motivation, opportunity, and ability in the use of the internet by comparing young and aging consumers in the essential infrastructure of an information oriented society. Previous studies have conducted surveys about using computers and the internet instead of measuring the digital divide by using multilateral approaches; however, this study examines digital divide in terms of motivation, opportunity, and ability. Results suggested age, gender, and education level influenced motivation, opportunity, and ability in the use of the internet by consumers; in addition, the motivation and ability were different depending on occupation. The results show that the digital divide was mainly influenced by motivation and ability in offering a difference between the two groups of young and aging consumers, This study contributes to illuminate the differences between young and aging consumers to use the internet and to suggest implications in the perspectives of motivation, opportunity, and ability.

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