Understanding digital consumers' well‐being in Asia: The moderating roles of digital natives and privacy concerns

Youshin Kwak, Jeeyeon Kim, Yeolib Kim and Jeonghye Choi

Journal of Consumer Affairs, 2021, vol. 55, issue 4, 1274-1291

Abstract: As digital technologies permeate our lives, the effect of digital device use on well‐being has become a hot‐button issue. In this research, we focus on digital usage and digital shopping via online and mobile devices and investigate their relationships with well‐being using a public data from South Korea. Overall, online usage and online shopping increase well‐being, whereas mobile usage and mobile shopping decrease it. Interestingly, these relationships are complex and idiosyncratic as including digital natives and privacy concerns as moderators provides varied results. Among digital natives, the positive effect of online usage on well‐being decreases whereas the negative effects of mobile usage and mobile shopping on well‐being increase. Furthermore, privacy concerns weaken the effects of mobile usage and online shopping on well‐being.

Date: 2021
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