Adolescents' utilitarian and hedonic Web consumption behavior: Hierarchical influence of personal values and innovativeness

This study addresses the Web-consumption behavior of adolescents from a cognitive, hierarchical decision-making perspective. Using a structural equation analysis technique on data collected from high school students, two a priori domains of Web consumption (utilitarian and hedonic) were confirmed. The utilitarian and hedonic domains of Web consumption were influenced directly by innovativeness and indirectly by the personal values of the adolescents. A theoretical discussion based on the results and the implications of these results are presented for the benefit of youth practitioners, educators, parents, and social marketers. © 2006 Wiley Periodicals, Inc.