Comparing Online Shopper and Non-Shopper Elderly Consumers Based on the Theory of Planned Behavior : How do the Demographic Factors Make a Difference?

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Beykent Üniversitesi

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Although the world population is aging, elder consumers constitute a neglected segment by both the marketing literature and the companies. Aging may lead to shopping difficulties for consumers, and online shopping which is mostly associated with younger consumers may provide elderly people easy access to the products needed. Although current research shows that older consumers find online shopping complicated and use it less, elderly people are not a homogenous group. This article expands our understanding of online shopping behavior of elderly consumers by comparing 243 elder consumers over 55 who had previous online shopping experience with the consumers without such an experience in terms of their demographic characteristics. Respondents that have online access are selected by snowball sampling, and data are collected face to face. The findings show that while gender does not make a difference, online shoppers and non-shopper respondents are different in terms of age, education and income. Theory of Planned Behavior is used to explore the future online shopping intentions of the two groups, their attitudes towards online shopping, perceived behavioral control, and subjective norms. There are statistically significant differences between the two groups in terms of all the dimensions of TPB. At the same time, the findings of the research show the importance of elderly consumers’ demographic characteristics, especially for the perceived behavioral control dimension of the TPB. Thus, strategies that will increase the self-confidence of older consumers about their capabilities to shop online seem important.


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Older Consumers, Online Shopping, Theory of Planned Behavior, Demographic Characteristics


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