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Antecedents of Online Purchase Intention Among Ageing Consumers

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Listed:
  • Gobinda Roy
  • Rituparna Basu
  • Samudyuti Ray

Abstract

The article explores the growing market of ageing consumers to identify the antecedents of their online purchase intention in an emerging market context. The research uses survey responses of 202 urban, ageing Indian respondents to ascertain the importance of the antecedents with the use of exploratory and confirmatory factor analyses. The qualitative content analysis reflects the importance of social influence in developing the positive perception of ageing customers towards online purchases. Predominantly, males of higher-income groups are found to lead the cohort as early adopters. The impact of social influence and brand loyalty in the consumer’s electronic word of mouth (eWOM) adoption were significantly validated where eWOM adoption influenced the online purchase intention. The article contributes as a first-hand exploration in the context of an emerging market of older consumers to develop market-driven solutions that would help marketers plan effective online interface to tap the potential of this growing consumer base. Finally, this study discusses research limitations and proposes few future research directions.

Suggested Citation

  • Gobinda Roy & Rituparna Basu & Samudyuti Ray, 2023. "Antecedents of Online Purchase Intention Among Ageing Consumers," Global Business Review, International Management Institute, vol. 24(5), pages 1041-1057, October.
    • Handle: RePEc:sae:globus:v:24:y:2023:i:5:p:1041-1057
    DOI: 10.1177/0972150920922010
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    References listed on IDEAS

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    1. Gobinda Roy & Biplab Datta & Rituparna Basu, 2017. "Effect of eWOM Valence on Online Retail Sales," Global Business Review, International Management Institute, vol. 18(1), pages 198-209, February.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Tepper, Kelly, 1994. "The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 503-519, March.
    4. Devkant Kala & D.S. Chaubey, 2018. "The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 9(2), pages 143-157.
    5. Filieri, Raffaele, 2015. "What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM," Journal of Business Research, Elsevier, vol. 68(6), pages 1261-1270.
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