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

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  • Efigenia Madalena Mario Semente

    (Namibia Business School, University of Namibia, Windhoek, Namibia & Namibia University of Science and Technology, Windhoek, Namibia)

  • Grafton Whyte

    (Namibia Business School, University of Namibia, Windhoek, Namibia)

Abstract

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.

Suggested Citation

  • Efigenia Madalena Mario Semente & Grafton Whyte, 2020. "Assessing Digital Literacy Among Namibian Millennials and the Impact on Consumer Decision-Making Styles: A Case Study," International Journal of Applied Management Sciences and Engineering (IJAMSE), IGI Global, vol. 7(1), pages 54-73, January.
    • Handle: RePEc:igg:jamse0:v:7:y:2020:i:1:p:54-73
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