Postrzeganie przez konsumentów seniorów oczekiwanego wysiłku w procesie akceptacji i używania innowacji produktowych na rynku technologicznym

Sylwia Badowska

Abstract

The aim of the article is to present the results of the original research on perceiving effort expectancy by elderly consumers in the proces of the acceptance and use of technological product innovation. Effort expectancy is known as one of the most important factors moderating consumer behavioural intention. The obtained objects of the study are the following: preceiving ease of use, the ease of use and complexity of a touch mobile phone called the ‚smartphone’. The investigation issue deepens the theoretical and practical frameworks of the UTAUT model among the elderly consumers in Poland. The findings suggest that in the case of smartphones, elderly consumers perceive the effort expectancy to a low degree. It may affect the willingness of the group to purchase this type of technological product innovation. In practice, these results broaden the knowledge of elderly consumer behaviour and shed light on marketing of technological product accordingly with specific requirements of market segment of 60+.
Author Sylwia Badowska ZMU
Sylwia Badowska,,
- Marketing of Services Unit
Other language title versionsPerceiving effort expectancy by elderly consumers in acceptance and use of technological product innovation on technological market
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486
Issue year2016
Vol17
No4, cz. 3
Pages29-43
Publication size in sheets0.5
Keywords in Englishconsumer 60+, elderly consumer, effort expectancy, technological product innovation, UTAUT
URL http://piz.san.edu.pl/index.php?id=159
Languagepl polski
LicenseJournal (articles only); published final; Uznanie Autorstwa - Na Tych Samych Warunkach (CC-BY-SA); with publication
Score (nominal)14
ScoreMinisterial score = 14.0, 13-12-2017, ArticleFromJournal
Ministerial score (2013-2016) = 14.0, 13-12-2017, ArticleFromJournal
Citation count*0
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