Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles: A Case Study

Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles: A Case Study

Efigenia Madalena Mario Semente (Namibia Business School, University of Namibia, Windhoek, Namibia & Namibia University of Science and Technology, Windhoek, Namibia) and Grafton Whyte (Namibia Business School, University of Namibia, Windhoek, Namibia)
DOI: 10.4018/IJAMSE.2020010103
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This study profiled the Namibian millennial e-literacy and investigated the impact of their e-literacy on their decision-making styles by administering Sproles and Kendal's Consumer Style Inventory (CSI) and an e-literacy questionnaire to a random sample of 505 participants from the three (3) major Universities in Namibia. Responses from the survey instrument were analysed using SPSS version 22. Factor Analysis (FA) through principal components analysis (PCA) was used to assess the underlying structure of the components and for assessing the reliability and validity through Cronbach's Alpha coefficients. In order to explore the relationships between consumer decision-making styles (Dependent Variable) and the Independent Variable of the study, Pearson correlation, analysis of variance (ANOVA), and multivariate analysis of variance (MANOVA), were used. The study concluded that the digital literacy of the Namibian Millennial consumer has a significant influence on their consumer decision-making styles. The findings are deemed important for marketing decision-making.
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2 Literature Review

Consumers are decision makers and as such organisations need to be aware of how they make decisions in order to influence their decision making to the organisation’s advantage (Reynolds and Olson, 2001, Semente and Whyte, 2018).

Generation Y, the Millennial generation or simply Millennials are defined as a group of people born roughly between 1982 and 2002 (Strauss and Howe, 1999), and who are said to have developed authentic and therefore distinctive consciousness (Goldgehn, 2004, Koutras, 2006, DeChane, 2014, Lukina, 2016, Semente & Whyte, 2018)).

The terms coined by Strauss and Howe (1999), ‘Millennial generation’ and ‘Millennials’ refer to Generation Y and are accepted widely (Lukina, 2016, Semente & Whyte, 2018). In 2019 the oldest representatives of this group are about 37 years old with the youngest being just over 17 years old.

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