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ABSTRACT
This study investigates the online shopping continuance intentions of older adults in the United States, focusing on two characteristics of this demographic (perceived lack of shopping mobility and perceived social isolation) based on the Technology Acceptance Model and the Theory of Planned Behavior. Structural equation modeling was conducted with a sample of 366 U.S. adults born in or before 1965. Perceived lack of shopping mobility was positively related to the perceived usefulness of online shopping, which was also positively related to attitudes and intentions to continue online shopping. Perceived social isolation was positively related to subjective norms but negatively to perceived behavioral control. Perceived behavioral control was positively related to online shopping continuance intentions, but subjective norms were not. The findings of this study will help e-retailers understand the factors influencing older adults’ perceptions, attitudes, and online shopping continuance intentions.
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Notes on contributors
Juanjuan Wu
Juanjuan Wu is an Associate Professor of Retail Merchandising at the University of Minnesota, Saint Paul, MN. Her research interests include the design aspects of retailing, consumer responses to physical, online, and VR/AR retail environments, co-design, and the fashion-making system.
Sanga Song
Sanga Song is an Assistant Professor of Marketing at Indiana University East, Richmond, IN. Her research focuses on consumer behavior in digital environments, consumer-brand relationships, and transformative consumer research. She has published her work in various journals, including International Journal of Advertising and International Journal of Consumer Studies.