Postrzeganie przez konsumentów seniorów oczekiwanego wysiłku w procesie akceptacji i używania innowacji produktowych na rynku technologicznym
AbstractThe 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+.
|Other language title versions||Perceiving effort expectancy by elderly consumers in acceptance and use of technological product innovation on technological market|
|Journal series||Przedsiębiorczość i Zarządzanie, ISSN 1733-2486, (B 14 pkt)|
|No||4, cz. 3|
|Publication size in sheets||0.5|
|Keywords in English||consumer 60+, elderly consumer, effort expectancy, technological product innovation, UTAUT|
|License||Journal (articles only); published final; ; with publication|
|Score|| = 14.0, 13-12-2017, ArticleFromJournal|
= 14.0, 13-12-2017, ArticleFromJournal
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