Increasing elder consumer interactions with information technology

Michelle G. Hough · Andrzej Kobylanski

61 citations0/0 files storedJournal of Consumer Marketing

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Technology Use by Older Adults Technology Adoption and User Behaviour Aging and Gerontology Research

Abstract

Purpose Advances in health care are enabling individuals to live longer, healthier lives. Although the use of information technology can improve the quality of life for the elderly, many older consumers choose to limit their interactions with information technology and so may be denied its potential benefits for enhancing quality of life. This paper seeks to explore factors impacting the engagement of consumers aged 65 and older with higher forms of IT, primarily PCs and the internet, and to examine the potential effectiveness of marketing methods toward improving diffusion and increasing engagement. Design/methodology/approach Citing published research and using previously known models (TAM and Trocchia and Janda's interaction themes) the study highlights possible ways of using marketing tools to increase elder consumer interaction with IT. Findings Marketers should focus efforts on reference group affiliation, nature of social relations, perception of reality, and physical dexterity as the interaction themes on which to focus marketing efforts, because they seem to be a most effective mechanism for influencing engagement. Research limitations/implications The paper represents an initial attempt to identify potential influences toward increasing the IT adoption by elder consumers. It presents a theoretical framework for the future investigation of the diagnosed problem: what are the ways of successfully influencing the adoption of information technology by older consumers by using traditional components of marketing mix (product, price, promotion, and place)? Originality/value In the fast pace of technology advancement and the potential for assistance for elder members of society, the paper discusses how to market the use of IT to consumers aged 65 and older and considers the factors that could be related to product, price, place, and promotion in this context.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2019Diffusion of Innovations 1 1989Measurement of Consumer Susceptibility to Interpersonal Influence 1982Reference Group Influence on Product and Brand Purchase Decisions 2001Gender, Internet and computer attitudes and experiences 1997Influences on Consumer Use of Word-of-Mouth Recommendation Sources 2003Marketing to older adults: an updated overview of present knowledge and practice 2006I, me, and mine—how products become consumers' extended selves

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2014Consumer behavior in the online context 2011Seniors and Technology: Results from a Field Study 2011Senior Customers' Service Encounter Preferences 2010Applying the Disruptive Innovation Framework to the Silver Market 2020Decreasing Loneliness and Social Disconnectedness among Community-Dwelling Older Adults: The Potential of Information and Communication Technologies and Ride-Hailing Services

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