Journal of Contemporary Issues in Business Research

ISSN 2305-8277
Investigating Generation Y’s Internet Usage and Materialism
Investigating Generation Y’s Internet Usage and Materialism
Pattarapong Burusnukul, 1 Dhanila V. Parboteeah-Alex, 1 Sophitmanee Sukalakamala, 2 Piyavan Sukalakamala, 2 and Zoe Ho 3
Author Affiliations
  • 1 Eastern New Mexico University, United States
  • 2 Johnson & Wales University (Charlotte Campus), United States
  • 3 Boston University, United States

  • Abstract

    Generation Y (Gen Y) dominates the Internet-using population. Their personal values and attitudes are crafted through online interactions. One such societal value is materialism, which determines how individuals regard material possession and its importance in life. Environmental factors such as interpersonal communication can influence materialism and are facilitated by the Internet and social media, making Gen Ys more susceptible to materialism. Thus, there is a need to understand Gen Y’s Internet usage and its linkage to materialism in an effort to address the adverse effects of materialism on their personal well-being. A survey methodology was used to collect data from students from four Southwestern and Northeastern American universities. Pearson r correlations and t-test analyses were performed for hypothesis testing. Technology was found to allow societal values to be evenly shared among the Internet-using Gen Y without geographic limitations. Further, materialistic Gen Ys spend more time browsing websites looking for products/services. Implications are discussed in relation to educating Gen Ys about the influences of environmental factors on materialism and to thinking more consciously about consumption.

    Keywords
    Materialism; Internet usage; Social media; Generation Y; Consumption behaviors

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    MLA
    Burusnukul, Pattarapong, et al. "Investigating Generation Y’s Internet Usage and Materialism." Journal of Contemporary Issues in Business Research 4.1 (2015): 01-09.
    APA
    Burusnukul, P., Parboteeah-Alex, D. V., Sukalakamala, S., Sukalakamala, P., & Ho, Z. (2015). Investigating Generation Y’s Internet Usage and Materialism. Journal of Contemporary Issues in Business Research , 4 (1), 01-09.
    Chicago
    Burusnukul, Pattarapong, Dhanila V. Parboteeah-Alex, Sophitmanee Sukalakamala, Piyavan Sukalakamala, and Zoe Ho. "Investigating Generation Y’s Internet Usage and Materialism." Journal of Contemporary Issues in Business Research 4, no. 1 (2015): 01-09.
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    First published online before print: 2015
    Vol. 4, No. 1, 2015, pp. 01-09
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