| This dissertation explored the dynamics of why adolescents use the Internet, how they develop competency as consumers online, and how this competency seemingly provides them with a greater influence as consumers in purchase decisions involving the Internet. Specifically, this research examined the concept of Internet consumer competency---defined as "the adolescent's perceived ability to function as a consumer in the online context." Based on interviews with adolescents age 11-15 who consume the Internet at home and interviews with parents of this group, we proposed that Internet consumption, Internet shopping frequency, and age are key influences to an adolescent's perceived Internet consumer competency. We further submitted that Internet consumption and Internet shopping frequency are influenced by a child's motivations, gender, perceived parental attitude towards the Internet, and technology accessibility.;Finally, we contended that Internet consumer competency influences all stages of purchase decisions for both self-use and family-use purchases when the Internet is involved. Ultimately, the results provided support for many of the hypothesized relationships. Most importantly, these findings suggest that adolescent's perceived Internet consumer competency is a resource (Blood and Wolfe, 1960) that serves to provide adolescents with greater influence on Internet-related purchase decisions. |
