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Exploring the Influencing Factors of Elders’ Consuming Intention in the New Technological Era: Taking the Self-Service Store as an Example.
Senior consumers,Technology Acceptance Model,Diffusion of Innovation theory,Self-service Store,structural equation model,
|Publication Year :||2018|
In recent dacades, the teachnology brings out the great change of the way cosume. From the traditional way, doing shopping at the grocery stores and paying by the paper money, then it came up new way of paying-by credit card, and even shopping online. As the e-commerce has developed rapidly, yet still not coommonly be used due to some of the obstacles. Therefore, to converge the advantage of both new teachnology and traditional shopping experience,the self-serivce store has become a new trend in nowadays.
Considerable body of literature examines examine the relationship between new technology and mostly young people. However, few focues on the senior consumers and the technology acceptance for the elderly consumers is even less. To fulfill the knowledge gap mentioned above, this study adopts the technology acceptance model and diffusion of innovation theory examines the self-service store acceptance of senior consumers. Special attentions have been paid to senior people over 65 years old. In aligned with literature, this study summarizes the seven facets derived from the technology acceptance model and diffusion of innovation theory, and analysis of variance and structural equation model is adopted for further analysis.
The results show that the perceived of usefulness, perceived ease of use, attitude and intention of self-service store are significantly different in gender. In addition, there is a significant difference in the perceived of usefulness and compatibility of work in employment. There is also significant difference in the residential location, the elder who live in the city side might get influence by the perceived of usefulness, on the other hand, the elder livein the county side might be influenced by the perceived of ease of use. Shopping experience has significant differences in perceived of usefulness, observability, attitude, and intention. In order to obtain more insights on this issue, this study further separates our samples by characteristics of senior consumers, such as gender, residential areas, and frequency of technology use. Finally, some suggestions and implications have been drawn to improve the new technology developing for senior-friendly.
|Appears in Collections:||生物產業傳播暨發展學系|
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