Impact of performance expectancy and effort expectancy on the elderly consumers' behaviour regarding acceptance and use of technological products : an empirical research in Poland

Sylwia Badowska , Anna Zamojska , Anna Rogala

Abstract

Purpose of the article Aging is a universal process worldwide and nowadays it is becoming a new peremptory challenge in different fields. The role of elderly consumers is permanently growing in Poland. This research sheds light on the issues of elderly consumers and their expectancies towards a new and innovative technological product. The study explores two components: performance expectancy and effort expectancy regarding the acceptance and use of mobile phones. Methodology/methods The study employed the PAPI survey for targeting the elderly touch mobile phone 'smartphone' users. The test took part at the turn of 2014-2015. The data were collected from elderly people who took part in lectures at Third Age Universities in the Pomerania Voivodship in Poland. The structural model was employed to test the research hypotheses. Baseline descriptive statistic and confirmatory factor analysis were used for in-depth analysis. Scientific aim The aim of the paper is to present the outcomes of empirical research conducted among the Polish elderly consumers. Findings The research outcomes suggest that consumer innovativeness (CI) affects performance expectancy (PE) and effect expectancy (EE) regarding the acceptance and use of the mobile phone by elderly people. There are significant relationships between consumer innovativeness and performance and effort expectancies but positively between CI and PE and negatively between CI and EE. Furthermore, performance and effort expectancies affect attitudes towards innovation regarding the acceptance and use of the mobile phone by the elderly and in this case both relationships are positive. Conclusions From the theoretical perspective, a research model consisting of CI, PE, EE and ATI was developed and these complex factors which affect purchasing and using innovative technological products by the elderly have been better understood. For practitioners, this study reveals that marketers of new products should stress incorporating the usefulness of the product in the daily life of the elderly. They should communicate that the minimum of experience is needed to be skilled at using technological devices and if consumers are over 60 obtaining the desirable skills will be almost effortless for them.
Author Sylwia Badowska (FM / DMar / MSU)
Sylwia Badowska,,
- Marketing of Services Unit
, Anna Zamojska (FM / DE)
Anna Zamojska,,
- Department of Econometrics
, Anna Rogala (FM)
Anna Rogala,,
- Faculty of Management
Pages174-181
Publication size in sheets0.5
Book Simberova Iveta, Zizlavsky Ondej, Milichovsky Frantisek (eds.): Smart and Efficient Economy: Preparation for the Future Innovative Economy : 21st International Scientific Conference Economics and Management : May 19-20, 2016, Brno, Czech Republic : proceeding of selected papers, 2016, Brno University of Technology, Faculty of Business and Management, ISBN 978-80-214-5413-2, 749 p.
Keywords in Englishelderly consumer, product innovation, consumer innovativeness, performance expectancy, efforts expectancy, attitudes towards innovation
URL http://www.icem.lt/public/icem/ICEM_2016_selected%20papers.pdf
Languageen angielski
Score (nominal)15
ScoreMinisterial score = 15.0, 22-05-2018, BookChapterMatConfByIndicator
Ministerial score (2013-2016) = 15.0, 22-05-2018, BookChapterMatConfByIndicator
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