Increasing enjoyment, usefulness and risk reduction can expand level of the elders’ intention to adopt online shopping in Covid-19 era
Article Sidebar
Main Article Content
Abstract
The emergence of the internet has created opportunities and challenges for many businesses, especially businesses that trading of products and services through the Internet in Covid-19 era. Additionally, elderly population in Thailand is growing rapidly and the country is entering an "ageing" society. Information for entrepreneurs to be able to plan and implement strategies to be in line with the elderly consumers is very important. The objectives of this research are to study the level of the intention to adopt online shopping by elderly users, and to examine factors influencing the elders’ intention to adopt online shopping, which consist of usefulness, ease of use, enjoyment, trust in vendor, and risk.
The population in the study was people aged 60 years and over living in the area of three southern border provinces. The research tool was a questionnaire that was created to correspond to the aims of the study and was distributed to a sample of 450 elders. The data was analyzed using SPSS and Smart PLS. The result from the level of the intention to adopt online shopping by elders showed that the elders had the intention to adopt for online shopping at a moderate level. Among the factors influencing the elders’ intention to adopt online shopping, enjoyment had the most direct influence on the elders’ intention to adopt for online shopping, followed by risk and usefulness. Meanwhile, the ease of use and trust in vender was found to have no significant influence on the intention to adopt online shopping by elderly users.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of TCI is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence, unless otherwise stated. Please read our Policies page for more information...
References
กรมการปกครอง. (2561, 5 ธันวาคม). สถิติผู้สูงอายุของประเทศไทย 77 จังหวัด ณ.วันที่ 31 ธันวาคม 2560. http://www.dop.go.th/download/knowledge/th1533055363-125_1.pdf
คณะพยาบาลศาสตร์ มหาวิทยาลัยมหิดล. (2564, 13 กรกฎาคม). ความเสี่ยง และผลกระทบต่อผู้สูงอายุในช่วง Covid-19. https://www.dmh.go.th/news-dmh/view.asp?id=30794
มูลนิธิสถาบันวิจัยและพัฒนาผู้สูงอายุไทย. (2562). สถานการณ์ผู้สูงอายุไทย พ.ศ. 2561. บริษัท พริ้นเทอรี่.
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2563, 10 ธันวาคม). การสำรวจพฤติกรรมผู้ใช้อินเทอร์เน็ตในปี 2563. https://www.etda.or.th/th/newsevents/pr-news/ETDA-released-IUB-2020.aspx
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2564, 22 กรกฎาคม). สรุปเรื่องการร้องเรียนออนไลน์. https://www.etda.or.th/th/newsevents/pr/1212-OCC-Statistic-2020.aspx
Ajzen, I. (1991). “Theory of planned behavior”. Organization Behavior and Human Decision Process, 50, 179‐211.
Armstrong, G., & Kotler, P. (Eds.). (2013). Marketing an introduction (11 ed.). England: Pearson Education.
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. SAGE Open, 9(2). https://doi.org/10.1177/2158244019846212
Bianchi, C., & Andrews, L. (2012). Risk, trust, and consumer online purchasing behavior: a Chilean perspective. International Marketing Review, 29(3), 253-275.
Chen, H., Rong, W., Ma, X., Qu, Y., & Xiong, Z. (2017). An extended technology acceptance model for mobile social gaming service popularity analysis. Mobile Information Systems, 2017.
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2(3), 203-215.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Fastoso, F., Whitelock, J., Bianchi, C., & Andrews, L. (2012). Risk, trust, and consumer online purchasing behaviour: a Chilean perspective. International Marketing Review, 29(3), 253-275.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage, Thousand Oaks.
Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610.
Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47(2), 133-142.
Macik, R., & Macik, D. (2016). Trust and product/sellers reviews as factors influencing online product comparison sites usage by young consumers. Managing Global Transitions, 14(2), 195-215.
Miller, R. L. (2015). Rogers' innovation diffusion theory (1962, 1995). In Information seeking behavior and technology adoption: Theories and trends (pp. 261-274). IGI Global.
Nabot, A., Garaj, V., & Balachandran, W. (2018). Consumer attitudes toward online shopping: an exploratory study from Jordan. In Mobile Commerce: Concepts, Methodologies, Tools, and Applications (pp. 1110-1123). IGI Global.
Nielsen. (2016).The new age of Thais. https://www.nielsen.com/th/th/press-room/2016/new-age-of-thais.html
Positioning. (2016). “ผู้สูงวัย” เทรนด์ลูกค้ามาแรง ! แต่ทำไมนักการตลาดยังมองข้าม. https://positioningmag.com/1100674
Rani, T. S., & Sripathi, N. (2017). Online shopping purchase patterns with special reference to demographic and informational influence. International Journal of Social Sciences and Management, 4(1), 38-43.
Rasool, A., Gupta, V., Slathia, B., & Mahajan, G. (2017). Online shopping adoption and influencing factors: A study in Karnataka. Apeejay-Journal of Management Sciences and Technology, 42, 29-40.
Statista. (2021). Leading countries based on retail e-commerce sales growth in 2020. https://www.statista.com/statistics/266064/revenue-growth-in-e-commerce-for-selected-countries
Swinyard, W. R., & Smith, S. M. (2003). Why people (don't) shop online: A lifestyle study of the internet consumer. Psychology & Marketing, 20(7), 567-597.
Venkatesh, V. (2000). Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342–365.
Zikmund, W. G., Carr, J. C., & Griffin, M. (2013). Business Research Methods. Cengage Learning.
