Understanding the Barrier of Elder’s Adoption of B2C Online Commerce: Comparison Between Different Product Types and Ages

Authors

Jiunn-Woei Lian, Department of Information Management National Taichung Institute of Technology, Taichung, TaiwanFollow
Hao-Ming Liu, Graduate School of Computer Science and Information Technology National Taichung Institute of Technology, Taichung, Taiwan

Document Type

Article

Abstract

With the coming of aging society, the market for elderly people will become more and more important. The elder will become an important potential market for business. Therefore, understand elder’s adoption of online commerce is becoming a critical issue in MIS field. The purpose of this study is attempted to understand the barrier of elder’s adoption of B2C online commerce. Additionally, we compared the results across different product types and ages. Survey study was employed in this study. The main result discovered that the barriers affecting user adoption of B2C online commerce would differ with the variation of age range and product type. For the elder, risk barrier and image barrier dominate the decisions for tangible products, while value barrier and risk barrier dominate for the intangible products. This research result can become a practical reference. For both academic and business, this study has a certain contribution in the development of electronic commerce.

Recommended Citation

Lian, Jiunn-Woei and Liu, Hao-Ming, "Understanding the Barrier of Elder’s Adoption of B2C Online Commerce: Comparison Between Different Product Types and Ages" (2010). ICEB 2010 Proceedings (Shanghai, China). 47.
https://aisel.aisnet.org/iceb2010/47