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KMID : 0379220150350030813
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Journal of Korea Gerontological Society
2015 Volume.35 No. 3 p.813 ~ p.833
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Understanding the Determinants of Active Senior Consumers’ Online Shopping Usage Behavior and Moderating Role of Cognitive Age
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Oh Chang-Ho
Kim Ji-Hea
Kim Sang-Hyun
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Abstract
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As the influence of active senior consumers in online shopping industry is expanding, it is getting more and more important to understand online shopping behavior of active senior consumers. This study proposed a theoretical model by integrating the literature of technology acceptance model(TAM) and online shopping to test the factors affecting online shopping usage behavior. Data collected from 260 respondents were used to test the proposed model and research hypotheses. All suggested hypotheses are supported. The results show that perceived usefulness and perceived ease of use are the strong predictors of usage intention. The results also reveal that self efficiency and innovativeness have significant influence on perceived usefulness and perceived ease of use. Finally, our results confirmed the moderating effect of cognitive age. Implications and limitations are discussed, and future research directions are suggested.
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KEYWORD
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active senior , cognitive age , online shopping , technology acceptance model
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