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Abstract

Deutschland unterliegt einem demographischen Wandel, der Anteil der über 50-Jährigen nimmt deutlich zu. Internetnutzer mit einem Alter von 50 Jahren oder älter werden als Silver Surfer bezeichnet. Im Zuge der fortschreitenden Digitalisierung gilt der kompetente Umgang mit dem Internet als Schlüsselqualifikation zur Erleichterung und Bereicherung des Lebens. Es werden Ergebnisse einer Befragung vorgestellt, die zu beantworten versucht, ob und in welchem Umfang Silver Surfer über Kompetenz im Umgang mit dem Internet verfügen. Bei der Befragung findet der Persona-Ansatz aus dem Bereich der Softwareentwicklung Anwendung. Ergebnis der Studie ist, dass die Generation 50+ unterschiedliche Interneterfahrungen aufweist und nicht als homogene Gruppe betrachtet werden kann.

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Abstract

This study investigated Simon's behavioral decisionmaking theories of bounded rationality and satisficing in relation to young people's decision making in the World Wide Web, and considered the role of personal preferences in Web-based decisions. It employed a qualitative research methodology involving group interviews with 22 adolescent females. Data analysis took the form of iterative pattern coding using QSR NUD*IST Vivo qualitative data analysis software. Data analysis revealed that the study participants did operate within the limits of bounded rationality. These limits took the form of time constraints, information overload, and physical constraints. Data analysis also uncovered two major satisficing behaviors-reduction and termination. Personal preference was found to play a major role in Web site evaluation in the areas of graphic/multimedia and subject content preferences. This study has related implications for Web site designers and for adult intermediaries who work with young people and the Web

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Date

18.11.2014 13:22:03

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Date

20. 1.2015 18:30:22