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.

摘要

这项研究调查了美国老年人的在线购物持续意愿，重点是基于技术接受模型和计划行为理论的这一人群的两个特征（感知到的缺乏购物流动性和感知的社会隔离）。对1965年或之前出生的366名美国成年人进行了结构方程建模。人们认为缺乏购物流动性与感知到的在线购物正相关，也与继续在线购物的态度和意愿正相关。感知到的社会孤立与主观规范成正比，而与感知到的行为控制成反比。知觉的行为控制与网上购物的持续意愿呈正相关，而主观规范则与之无关。