Factors Affecting Elderly's Acceptance of Online Restaurants in Trang Province
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Abstract
This research aimed to study aging consumers’ acceptance of online restaurants and factors affecting their acceptance. Population and samples of this study were the elders aged 60 years old and above who live in Trang province with internet experience. This study adopted a Modified Unified Theory of Acceptance and Use Technology: (UTAUT2) model. Moreover, the study uses quantitative research methods. The samples were selected using convenience sampling consisted of 400 elders and the data were collected by questionnaire. Statistics employed for data analysis includes descriptive statistics; frequencies, percentage, mean, and analyze factors affecting elder acceptance on online restaurant by partial least square regression technique. This study found that aging consumers had a moderate acceptance of online restaurants (=3.36), with the interest to order food from an online restaurant at a high level (
=3.41). Also they tend to order food from an online restaurant on their own at a high level (
=3.45) and will continue to order food from an online restaurant at a moderate level (
=3.24). There are four factors that affect the elderly acceptance of an online restaurant which are habit, facilitating conditions, hedonic motivation, and social influence. Therefore, restaurant entrepreneurs can continue to develop their restaurant business online to meet the needs of older consumers.
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