Online shopping drivers and barriers for older adults: Age and gender differences

The use of the Internet by older adults is growing at a substantial rate. They are becoming an increasingly important potential market for electronic commerce. However, previous researchers and practitioners have focused mainly on the youth market and paid less attention to issues related to the online behaviors of older consumers. To bridge the gap, the purpose of this study is to increase a better understanding of the drivers and barriers affecting older consumers' intention to shop online. To this end, this study is developed by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) and innovation resistance theory. By comparing younger consumers with their older counterparts, in terms of gender the findings indicate that the major factors driving older adults toward online shopping are performance expectation and social influence which is the same with younger. On the other hand, the major barriers include value, risk, and tradition which is different from younger. Consequently, it is notable that older adults show no gender differences in regards to the drivers and barriers.