Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers

Kiseol Yang · Laura D. Jolly

106 citations0/0 files storedJournal of Consumer Marketing

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Technology Adoption and User Behaviour Technology Use by Older Adults Innovation Diffusion and Forecasting

Abstract

Purpose This study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology Acceptance Model – perceived usefulness, perceived ease of use, and perceived fun – were used to identify the differences in adoption of mobile data services for the two age cohorts. Design/methodology/approach A sample of 200 mobile services users drawn from a purchased consumer panel participated in an online survey. Of this sample, 67 gen Xers and 86 baby boomers were used for the analysis (n=153). Multigroup structural equation modeling analysis was used to examine the differences in adoption of mobile data services between the two age cohorts. Findings This study found that baby boomers perceived mobile data services as more difficult to use than gen Xers. However, the perception of usefulness of mobile data services was stronger for the baby boomers than gen Xers. Usefulness of mobile data services may be a critical motivator for baby boomers to adopt mobile data services. Mobile data service marketers should focus on mobile data service usefulness when they are targeting the baby boomer cohort. Originality/value The results of this study provide insights to assist marketers in developing and positioning appropriate mobile data services to targeted age cohorts during the adoption stage.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1999Self-Efficacy: The Exercise of Control 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1985From Intentions to Actions: A Theory of Planned Behavior

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