Understanding the socialisation process of teen consumers across shopping channels

In this study, consumer socialisation (CS) factors that may influence a developing consumer's propensity to use the mall and/or the internet for shopping and purchasing are explored. Qualitative research in the form of depth interviews was conducted with teenagers and results from these interviews reveal many interesting findings that deserve further investigation. Access to a shopping channel and the socialisation agents of peers, parents and school were found to influence shopping channel use. Additional findings and suggestions for future research are provided.