「High-Tech Marketing Research Center」 Lee, E., Han, S., & Chung, Y. (2014). “Internet use of consumers aged 40 and over: Factors that influence full adoption”. Social Behavior and Personality: an international journal, 42(9), 1563-1574.
Lab: High-Tech Marketing Research Center
Professor: Euehun Lee
Title: Internet Use of Consumers Aged 40 And Over: Factors That Influence Full Adoption
Authors: Euehun Lee, Semi Han, Yanghon Chung
Journal: SOCIAL BEHAVIOR AND PERSONALITY
Although many studies have been conducted to determine factors that influence Internet adoption and use by older adults, the focus has tended to be on investigating the consumers` intention to adopt the Internet. Although the factors that influence intention to adopt lead to nonusers` initial Internet adoption, they do not guarantee continued and frequent Internet use thereafter. Therefore, our aims in this study were to identify the factors that facilitate and impede the process of Internet adoption by people aged 40 years and over. We conducted surveys with 410 consumers aged between 40 and 70 years and found that there are influential factors that are different and some that are identical at different stages of the Internet adoption process. Based on these findings, we discuss implications and suggest effective strategies to encourage consumers aged between 40 and 70 years to adopt and continue to use the Internet.
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