Senior Citizens in E-commerce
Attitude Determinants and Their Impacts on the Online Purchasing Behaviour of the Over 50s: A Study in Brazil
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The senior population is increasingly conquering more space in the digital world. Many companies are starting to look at this audience as consumers of information in the virtual environment. However, it is verified that there is little knowledge about the attitude of the consumer aged 50 years or more in relation to online commerce. In this context, it becomes necessary to better understand the elements that are present in the attitude of consumption behavior of this public and its future implications in the digital market. This book brings you, the reader, a refined investigation into the att...
The senior population is increasingly conquering more space in the digital world. Many companies are starting to look at this audience as consumers of information in the virtual environment. However, it is verified that there is little knowledge about the attitude of the consumer aged 50 years or more in relation to online commerce. In this context, it becomes necessary to better understand the elements that are present in the attitude of consumption behavior of this public and its future implications in the digital market. This book brings you, the reader, a refined investigation into the attitude determinants and their impacts on the online buying behavior of the over 50s public, bringing an analysis of the Brazilian public. This is a quantitative research with the following objectives: to study the impact of hedonic value, utilitarian value, different technological factors and personal factors on attitude towards the Internet; and to study what is the impact of this same attitude on the intention of online purchases, word-of-mouth and impulse purchases. For this purpose, an online survey was developed. An innovative study combining technological factors and personal factors with this niche's attitude towards the Internet.
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