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首页> 外文期刊>International Journal of Applied Management Sciences and Engineering >Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles: A Case Study
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Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles: A Case Study

机译：评估纳米比亚千禧年的数字识字和对消费者决策风格的影响：案例研究

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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.
机译：这项研究涉及纳米比亚千禧一代电子扫盲，并通过管理Sproles和Kendal的消费者风格库存（CSI）和电子扫盲问卷对505名参与者的随机样本来调查他们的电子扫盲对他们的决策方式的影响纳米比亚的三（3）大学。通过SPSS版本22分析了调查仪器的响应。因子分析（FA）通过主成分分析（PCA）来评估组件的底层结构，并通过Cronbach的alpha系数评估可靠性和有效性。为了探讨消费者决策风格（依赖变量）与研究的独立变量，Pearson相关性，方差分析（ANOVA）和变差分析（MANOVA）的关系。这项研究得出结论，纳米比亚千禧年消费者的数字识字对他们的消费者决策风格产生了重大影响。调查结果被认为是营销决策的重要性。

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