What is it about?
This research examines the factors influencing the online shopping behavior and intention of older adults. We found that age, possessing higher education qualifications, living in cities, encouragement from family and friends, and owning smartphones or computers influenced the internet shopping behaviors of seniors. Furthermore, older adults are significantly more likely to shop online when online shopping platforms are useful, easy to use, meet their health needs, and are trustworthy.
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Why is it important?
We validated a model for analyzing the reasons seniors shop online less often than younger generations. Our research introduced four new factors to provide a more holistic understanding of the online shopping behaviors of seniors. We found that structural barriers remain an important issue limiting the participation of older people in e-commerce. For instance, the shopping apps and websites of many large e-commerce companies are still not designed to meet the health needs of seniors, such as their vision requirements.
Perspectives
Conducting this research was a very fulfilling experience. I hope this article makes people understand that it is not a lack of interest that limits the online shopping of seniors, but persistent structural barriers.
Michael Olumekor
Read the Original
This page is a summary of: Ageing and digital shopping: Measurement and validation of an innovative framework, PLOS One, March 2025, PLOS,
DOI: 10.1371/journal.pone.0315125.
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