Digital Shopping Drivers for Senior Citizen: An Empirical Analysis

You-Te Lu^{1, a}, Yi-Hsing Chang^2,b, Tien-Wen Sung^3,c

 

¹Department of Information and Communication,

Southern Taiwan University of Science and Technology, Taiwan

²Department of Information Management,

Southern Taiwan University of Science and Technology, Taiwan

³College of Information Science and Engineering,

Fujian University of Technology, China

^ayowder@stust.edu.tw, ^byhchang@stust.edu.tw, ^ctwsung@fjut.edu.cn

 

Abstract: 

This study is concerned with the online shopping experience of older adults in Taiwan. In 2018, Taiwan has officially entered the stage of an aged society as Taiwanese senior citizen has been accounted more than 14% of the country’s total population. The objective of this study is to understand and predict the group of senior citizen in Taiwan as online customers, and this study proposed a framework with senior citizen’s adoption of online shopping experience. Based on the Diffusion of Innovation theory, there are five empirical characteristics can be perceived as adopting factor on senior shopping behavior – relative advantages, compatibility, complexity vs simplicity, trial ability, and observability. Our framework helps not only to understand the factors from groups with older people levels, but also to discuss that aged population impact consumer behavior related to online shopping experience.

 

Keywords: 

Senior, Digital Shopping, Diffusion of Innovation theory

pages: 

325-328

DOI: 

https://doi.org/10.35745/ecei2019v2.084

Year: 

2019

Published in: 

2nd Eurasian Conference on Educational Innovation 2019

Full paper download: 

325-328.pdf