Study on the Role of Kids in Parental Adoption of Mobile Technologies Strategic Study from the Reverse Socialisation Perspective
The study investigates the process of reverse socialization where kids influence the knowledge, skill and attitude of parents. It explores how kids socialize their parents by exerting a power over their parents in the parental adoption and usage of mobile technologies. To illustrate the concept of reverse socialization smart phone is selected as the product category which is relatively new to the market and parents face son1e sort of difficulty where as kids have high level of knowledge and expertise. Product knowledge of kids and parental intention to use mobile technologies is mediated by the expert power kids have over their parents. Based on the dyadic perception, kids exert a lot of influence in parental usage and adoption of new mobile applications like mobile payments, mobile wallets etc.
Keywords - Expert Power, Knowledge, Reverse Socialization, Kids, Product