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- W2590989440 abstract "Demographic change is affecting our lives in many ways. The economy, in particular,must transform itself to secure its future by conforming to new conditions. Next todemographic change, the impact of digitization has increased enormously in the pastfew years: e-commerce and, in particular, e-shopping are already expanding, and soone-commerce will be at the centre of the modern economy. Although demographicchange and its consequences are well known, as well as the financial power of theelderly—called Silver Surfer in online marketing parlance—what is little known ishow to target them right now. The question is: What are the factors that support oraffect their access to and participation in e-shopping?The aim of this research is to investigate those determining factors that support theintention of Silver Surfers in Germany to participate in e-shopping. Based on atheoretical framework, it has been assumed that factors such as usability, websitestructure, digital skills, knowledge, trust, privacy, service quality, frequency,interactivity and relative advantage would influence the dependent variable‘intention to participate online.’ To measure the impact of those possible factors aonline survey based on a Likert scale was created. A total of 176 Silver Surfersparticipated in the survey. Later on, the results of the survey were described andinterpreted through both, factor analysis and regression.The results showed that initially supposed dependent variables exercise any influenceon the intention to participate online. However, factor analysis showed that newcomposed factors do influence the intention to participate. Ultimately, this studyshowed that the factors ‘digital literacy,’ ‘customer service benefits’ and ‘relativeadvantage’ decisively influence the intentions of Silver Surfer to participate online.Moreover, a comparison with younger users has been conducted, which showed thatthe factors contributing to participation differ between the age groups." @default.
- W2590989440 created "2017-03-03" @default.
- W2590989440 creator A5091845789 @default.
- W2590989440 date "2016-01-01" @default.
- W2590989440 modified "2023-09-26" @default.
- W2590989440 title "Targeting Silver Surfer : E-Shopping 2.0: factors that support or impede the participation of Silver Surfer" @default.
- W2590989440 hasPublicationYear "2016" @default.
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