影响老年人网上购物的因素

2019 International Conference on Engineering, Science, and Industrial Applications (ICESI) Pub Date : 2019-08-01 DOI:10.1109/ICESI.2019.8862993

Vanalee Ruangkana, A. Kessuvan

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引用次数: 1

摘要

在泰国，老年人口迅速增加，并将在2021年进入超老龄化社会。目前，由于互联网的发展，网上购物业务变得更加方便和快捷，老年人使用网络技术主要是为了娱乐，跟踪信息和对话，网上购物所占比例较小。本研究旨在研究老年人的人口统计特征与通过网络渠道购买产品的行为。技术接受因素之间的关系;基于技术接受模型(TAM)，研究了老年人的感知有用性、感知易用性以及态度与网上购物决策的关系。结果表明，支付系统的便利性、稳定性、可靠性和安全性是老年人选择支付的重要因素。本研究的意义，将为网路商家制定因应老年族群的行销策略，以及延伸消费者研究的范围，提供深刻的理解与指导。

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Factors Affecting the Elderly's Adoption of Online Purchasing

In Thailand, elder population has rapidly increased and will become super-aged society in 2021. Currently, the online shopping business turns into popularity because of more convenience and faster due to internet development Elderly now use online technology mainly for entertainment, tracking information and conversations, and less proportion for online purchasing. This research aims to study the demographics of elderly and product purchasing behaviors through online channel. The relationship of technology acceptance factors; perceived usefulness and perceived ease of use as well as attitude of elderly with the decision to adopt online purchasing is studied which is based on the Technology Acceptance Model (TAM). The results show that convenience, stable system, reliability and security of payment system are the significant factors for elderly's adoption. The implications of the research will provide the deep understanding and guideline for the online business to develop the marketing strategy to respond to elderly population and extend the body of consumer research.

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2019 International Conference on Engineering, Science, and Industrial Applications (ICESI)

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