Peer network position and shopping behavior among adolescents

Elodie Gentina and Samuel K. Bonsu

Journal of Retailing and Consumer Services, 2013, vol. 20, issue 1, 87-93

Abstract: Prior research on consumer group behavior has overlooked the importance of peer group structure and the social position of its members in marketing action, especially among adolescents. This study draws on social network theoretical frame to explore the relationship between adolescents’ structural position in peer networks and the decision to shop with friends. Based on a survey of 1037 adolescents, the study suggests that adolescents’ social positions within a peer network affect the frequency of shopping with friends, although gender moderates the relationship. The findings provide practical guidelines for retailers and other managers who target adolescent consumers.

Keywords: Adolescent consumers; Friendship network; Peer influence; Shopping with friends (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:1:p:87-93

DOI: 10.1016/j.jretconser.2012.10.009

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