Teen internet mavens: influence in family decision making

Abstract

The Internet is changing the nature of the family decision-making process. With its ability to provide easily accessible information and purchase options, the Internet has potentially altered the decision-making roles of family members based on their interest in and expertise with the Internet. Similar in conceptualization to the market maven, the authors hypothesize the existence of an Internet maven—an individual who is relied upon more for providing information from the virtual marketplace. These teen Internet mavens are hypothesized to enjoy net surfing and to have greater relative influence in the family decision-making process than their nonmaven counterparts. Survey data from a National Family Opinion (NFO) sample of matched pairs of parents and teens supported these hypotheses.