Adoption of dynamic product imagery for online shopping: does age matter?

Abstract

This study investigated functional and hedonic roles of dynamic product imagery (DPI) by applying a modified Technology Acceptance Model (TAM) to DPI adoption process and tested model invariance among shoppers in three different age groups when using DPI for shopping seven product categories. The two major roles of DPI (functional and hedonic) are identified in the model. First, DPI has a functional value (perceived usefulness) because it reduces perceived product risks by providing proxy sensory experiences to improve product evaluations online. Second, DPI has hedonic value (perceived entertainment value) as it provides entertainment to shoppers using multimedia DPI to enhance their enjoyment of the shopping process. Both functions will, in turn, impact the attitude, use and subsequent post-use evaluation of DPI.

The results provided empirical support for TAM in the context of DPI acceptance for online shopping across seven product categories. In addition, two additional constructs – technology anxiety and innovativeness – showed significant effects. A significant difference was found between the over 50 age group and the other two groups (18–30/31–50) in the acceptance process. While technology anxiety negatively influenced the use of DPI for 18–30 and 31–50 age groups, it did not have significant influence on the use for over 50 years old online shoppers. The positive relationship was found between the use and the post-use evaluation of DPI.

The significant contribution of this study is its examination of the equivalence of the hypothesized model across three age groups, providing empirical validation of the proposed model. Invariance testing of the model fit across groups provided important insights in the adoption of DPI. The proposed model addresses the need for theoretically based research on age differences in the increasingly important area of technology acceptance and usage in online retailing. In addition, the inclusion of two external variables (technology anxiety and innovativeness) as well as the post-use evaluation to the model helps to examine the true adoption process of DPI.

Keywords:

• dynamic product imagery
• age
• perceived risk
• hedonic value
• functional value