[ABSTRAKStudi ini berangkat dari keadaan dunia yang diwarnai oleh massifnya perkembanganteknologi informasi dan komunikasi. Perkembangan teknologi berimplikasi pada duaperilaku generasi konsumen yaitu generasi Digital Natives (DN) dan DigitalImmigrants (DI), suatu generasi yang sering mengalami kecemasan terhadapteknologi, dikenal sebagai technology anxiety. Studi ini melihat bagaimana duagenerasi konsumen yang berbeda dalam proses memutuskan membeli produkberbasis teknologi tinggi / high technology seperti smartphone, khususnya untukmenggali proses komunikasi serta mengatasi technology anxiety. Berlandaskanparadigma post-positivistik dengan pendekatan kualitatif, studi ini menghasilkantemuan bahwa DI mengatasi kecemasan dan membeli high tech melalui proseskomunikasi dengan kelompok, sedangkan DN tidak memiliki kecemasan sertacenderung melakukan proses komunikasi dengan dunia virtual sebelum membeli.

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ABSTRACT

This research inspired by picture of a world whose full of information technology and

communications. Development of information technology and communications have

impact for the two generations of consumer behavior, namely the generation of

Digital Natives and Digital Immigrants, a generation that experience technology

anxiety. This research?s aim is digging about how two different generations of

consumers in the process of deciding to buy a high tech product, smartphones, in

particular to explore the communication process and how to overcome technology

anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this

research found that the DI overcome anxiety and buy high-tech through the

communication process with the group, while the DN does not have anxiety and tend

to make the process of communication with the virtual world before buying., This research inspired by picture of a world whose full of information technology and

communications. Development of information technology and communications have

impact for the two generations of consumer behavior, namely the generation of

Digital Natives and Digital Immigrants, a generation that experience technology

anxiety. This research’s aim is digging about how two different generations of

consumers in the process of deciding to buy a high tech product, smartphones, in

particular to explore the communication process and how to overcome technology

anxiety. Based on the paradigm of post-positivistic with a qualitative approach, this

research found that the DI overcome anxiety and buy high-tech through the

communication process with the group, while the DN does not have anxiety and tend

to make the process of communication with the virtual world before buying.]