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Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks

Author

Listed:
  • Viktoriya V. Fokina

    (Lomonosov Moscow State University, Moscow, Russia)

  • Aleksandr M. Pakhalov

    (Lomonosov Moscow State University, Moscow, Russia)

Abstract

In the context of population aging, it is increasingly important for researchers to analyse the specific behaviour of the so-called ‘silver consumers’, who, among other things, are quite reluctant to shop online. The study aims to assess the role of individual characteristics, perceived benefits and risks on online shopping behaviour of the elderly. Methodologically, the paper relies on the concept of perceived benefits and risks. Among the research methods used are qualitative interviews, quantitative survey, factor analysis, and structural equation modelling. The empirical data are obtained from 10 interviews and 244 questionnaires with consumers aged 50 years or older. The study reveals the significant predictors of older adults’ online purchases in Russia. So, for example, experience risk, performance risk and financial risk reduce the likelihood of making a purchase online, whereas variety of assortments stimulates the intention to shop on the Internet in the future. Additionally, experienced online shoppers are less perceptive to risks and more responsive to benefits. The significance of Internet skills is also proven: the stronger they are, the higher the likelihood of making a purchase online. They study demonstrates a positive relationship between biological and cognitive age: the younger an individual feels, the higher the likelihood of making purchases on the Internet. The results obtained allow online retailers to adjust their practices to the ‘silver’ consumer segment.

Suggested Citation

  • Viktoriya V. Fokina & Aleksandr M. Pakhalov, 2024. "Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks," Upravlenets, Ural State University of Economics, vol. 15(3), pages 20-37, July.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:3:p:20-37
    DOI: 10.29141/2218-5003-2024-15-3-2
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    References listed on IDEAS

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    1. Thomas F. Stafford & Aykut Turan & Mahesh S. Raisinghani, 2004. "International and Cross-Cultural Influences on Online Shopping Behavior," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 7(2), pages 70-87, April.
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    More about this item

    Keywords

    perceived benefits; perceived risks; cognitive age; the older generation; online shopping; silver consumers;
    All these keywords.

    JEL classification:

    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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