In this study, interpretations of young Danes’ and Estonians’
online shopping are compared based on interviews with 23 Danes and 24 Estonians aged
12–18 years. The findings show that young Danes are more familiar with
online shopping and buying, and view it more positively than do young Estonians.
This is well reflected by the fact that Estonians focus mainly on the risks of
online shopping, expressing various forms of distrust, while young Danes tend to
emphasize benefits. Yet, both countries’ respondents show more confidence
in regular shops with face-to-face contact than in online stores which are
considered to be abstract and disembedded. Differences in representations of online
shopping are related to a complex set of system and agential resources: different
cultural contexts, institutional and economic factors, and social networks.
Baudrillard, Jean
(1999) The Consumer Society.
London: Sage
.
2.
Beck, Ulrich
(1992) Risk Society — Towards a
New Modernity.
London: Sage
.
3.
Bille, Trine
,
Fridberg, Torben
,
Storgaard, Svend
and
Wulff, Erik
(2005) Danskernes kultur-og
fritidsaktiviteter 2004 — med udviklingslinier tilbage til 1964
(The Cultural and Leisure-time activities of the Danes 2004 —
with trends back to 1964).
Copenhagen: AKF-forlaget
.
4.
Bourdieu, Pierre
(1977) Outline of a Theory of
Practice.
Cambridge: Cambridge University
Press
.
5.
Brembeck, Helene
,
Johansson, Barbro
and
Kampmann, Jan
(eds) (2004) Beyond the
Competent Child: Exploring Contemporary Childhoods in the Nordic Welfare
Societies.
Frederiksberg C: Roskilde University
Press
.
6.
Chau, Patrick Y.K.
,
Cole, Melissa
,
Massey, Anne P.
,
Montoya-Weiss, Mitzi
and
O'Keefe, Robert M.
(2002) ‘
Cultural Differences in the Online Behaviour of Consumers
’, Communications of the ACM45(10):
138–43
.
7.
Chen, Su-Jane
and
Chang, Tung-Zong
(2003) ‘
A Descriptive Model of Online Shopping Process: Some Empirical
Results
’, International Journal of Service Industry Management14(5):
556–69
.
8.
Cook, Daniel Thomas
(2004) ‘
Beyond Either/Or
’, Journal of Consumer Culture7(4):
147–53
.
9.
Featherstone, Mike
(1991) Consumer Culture and
Postmodernism.
London: Sage
.
10.
Giddens, Anthony
(1990) The Consequences of Modernity.
Stanford: Stanford University Press
.
11.
Giddens, Anthony
(1991) Modernity and Self-Identity. Self
and Society in the Modern Age.
Cambridge: Polity
.
12.
Goldsmith, Ronald E.
and
Goldsmith, Elizabeth B.
(2002) ‘
Buying Apparel over the Internet
’, Journal of Product and Brand Management11(2):
89–102
.
13.
Hansen, Flemming
,
Rasmussen, Jeanette
,
Martensen, Anne
and
Tufte, Birgitte
(2002) Children — Consumption,
Advertising and Media.
Copenhagen: Copenhagen Business School
Press
.
14.
Holbrook, Morris B.
(2005) ‘
Consumer Value and Auto-ethnography: Subjective Personal Introspection and
the Meanings of Photograph Collection
’, Journal of Business Research58(1):
45–61
.
15.
Holbrook, Morris B.
and
Hirschman, Elizabeth C.
(1982) ‘
The Experiential Aspects of Consumption: Consumer Fantasies; Feelings and
Fun
’, The Journal of Consumer Research9(2):
132–40
.
16.
Hyunhee, Kim
(2003) ‘
Consumption Culture in Cyberspace
’, Korea Journal43(3):
89–115
.
17.
Ige, Olalonpe
(2004) ‘
Electronic Shopping: Young People as Consumers
’, International Yournal of Consumer Studies28(4):
412–27
.
James, Allison
,
Jenks, Chris
and
Prout, Alan
(1998) Theorizing Childhood.
Cambridge: Polity Press
.
20.
Keller, Margit
(2004) Representations of Consumer Culture
in Post-Soviet Estonia: Transformations and Tensions.
Tartu: Tartu University Press
.
21.
Keller, Margit
and
Vihalemm, Triin
(2003) ‘
Return to the “Consuming West”: Young People's
Perceptions about the Consumerization of Estonia
’, Young11(3):
195–215
.
22.
Kennedy, Michael
(2002) Cultural Formations of
Post-Communism. Emancipation, Transition, Nation and War.
Minneapolis: University of Minnesota
Press
.
23.
Linn, Susan
(2004) Consuming Kids.
New York, London: The New Press
.
24.
Lokken, Sheri L.
,
Cross, Ginger Wigington
,
Halbert, Linda K.
,
Lindsey, Gail
,
Derby, Christopher
and
Stanford, Carla
(2003) ‘
Comparing Online and Non-online Shoppers
’, International Journal of Consumer Studies27(2):
126–33
.
25.
Luitsalu, Susan-Laura
(2006) ‘Teacher's
Attitude towards Marketing Campaigns in School’,
Bachelor thesis. URL (consulted November, 2006):
http://www.jrnl.ut.ee/loputood/2006bakatood/
Martens, Lydia
,
Southerton, Dale
and
Scott, Sue
(2004) ‘
Bringing Children (and Parents) into the Sociology of
Consumption
’, Journal of Consumer Culture4(2):
155–82
.
28.
McNeal, James U.
(1992) Kids as Consumers — A
Handbook of Marketing to Children.
New York, London, Toronto, Sydney, Tokyo, Singapore:
Lexington Books
.
29.
Me. The World. The Media (conducted in 2005). The survey is
to be published.
30.
Mediappro (2006) Final
Report. URL (accessed June, 2006):
www.mediappro.org
31.
Miles, Matthew B.
and
Huberman, A. Michael
(1994) Qualitative Data Analysis;
2nd edition.
Thousand Oaks, CA: Sage Publications
.
32.
Raamat, Reelika
(2005) ‘The Interpretation of
Clothing Brands Among High School Students’, Bachelor
thesis. URL (consulted November 2006):
http://www.jrnl.ut.ee/loputood/2005bakatood/
33.
Salvatore, Armando
and
Sassatelli, Roberta
(2004) ‘Trust and Food: A
Theoretical Discussion’, URL (accessed August,
2006): http://www.trustinfood.org
34.
Sorce, Patricia
,
Perotti, Valerie
and
Widrick, Stanley
(2005) ‘
Attitude and Age Differences in Online Buying
’, International Journal of Retail and Distribution
Management33(2):
22–132
.
35.
Slater, Don
(1997) Consumer Culture and
Modernity.
London: Routledge
.
36.
Statistics Denmark (2006) Internet Usage in
the Population. URL (consulted February, 2007):
http://www.sdst.dk
37.
Sztompka, Piotr
(1999) Trust: a Sociological Theory.
Cambridge: Cambridge University
Press
.
38.
TNS Emor (2005) Abstract
of the Children's Omnibus Research. URL (consulted
December, 2006):
http://www.emor.ee/arhiiv.html?id=1317
39.
Trust in Food in Europe (2003)
Final Report. URL (consulted November, 2006):
http://www.trustinfood.org
40.
Tufte, Birgitte
(2007) Children, Media and Market.
Copenhagen: Samfundslitteratur
.
41.
Uibu, Marko
(2005) Children and Consumer Culture: The
Interpretations of Estonian Parents. Bachelor thesis. URL
(consulted November 2006):
http://www.jrnl.ut.ee/loputood/2005bakatood/
