Shopping styles among secondary school students : implication for consumer education
Abdul Razak Kamaruddin1, Safiek Mokhlis2.
The purpose of this study is to investigate the adolescents' shopping styles from the consumer socialization perspective. Eight Shopping styles were conceptualized as outcomes of the socialization process, which is acquaired via interaction with socialization agents, namely parents, peers, printed media, television commercials and in-school education. The study also proposed five social structural variables (social class, gender, ethnicity, residence and religion) as being associated with the adolescents' interaction with socialization agents. The study sample consisted of 934 secondary school students between the ages of 16 and 19 years. As a result of regression analyses, significant relationships were found between social structural factors and socialization processes, suggesting that the influence of socialization agents on adolescents may vary according to certain demographic characteristics. Significant relationship were also found between social structural factors and socialization processses. Peers, printed media and televison commercials were also found to be significant sources of the acquisition of both desirable and undesirable shoppng styles. Parent and in-school education, however, were not significant in the acquisition of any shopping styles among adolescents.
Affiliation:
- Not Indicated, Not Indicated
- Universiti Malaysia Terengganu, Malaysia
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