Older Adults’ Online Shopping Continuance Intentions: Applying the Technology Acceptance Model and the Theory of Planned Behavior

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.

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