Online Shopping Scale Development for Aged 65+ Consumers

Abstract

The elderly consumer market is growing rapidly. In this context, the behavior of elderly consumers is worth examining in terms of marketing discipline as all disciplines. We have observed the gap in the literature on this issue, and we highlight the absence of measurement tool that aims to evaluate the specific barriers and drivers of consumers over 65+ both in Türkiye and in the world. The aim of the study is to develop two different scales, specific barriers and drivers of consumers aged 65+ in terms of online shopping, that are valid and reliable. The study was structured based on the scale development process, which was conducted in three-phases. Firstly, existing scales were reviewed and conducted face-to-face interview to determine the initial items. EFA was performed to determine the factor structure of the scale in the second stage. In the final stage, CFA, reliability analyses, and convergent-discriminant validity analyses were performed. According to the results of the EFA and CFA, The Scale of Barriers to Online Shopping (B-OS) and The Scale of Drivers of Online Shopping (D-OS), which is a valid and reliable measurement instrument consisting was obtained. B-OS consists of 5 dimensions and 16 items, while D-OS consists of 4 dimensions and 13 items. As a result of the study, socio-cultural oriented dimensions were discovered. We expect the scales developed in this study will contribute to the field in terms of identifying and making sense of barriers to and drivers of the online shopping behaviors of consumers aged 65+.

Keywords

• 65-Year-Old Consumers
• Online Shopping Barriers
• Online Shopping Drivers
• Scale Development
• Elderly Consumer Market

References

1. Agrawal, D. K., & Gupta, S. (2023). A new theoretical framework of shopping motives and channel preference behaviour in the digital era. International Journal of Consumer Studies, 47(1), 400-418. https://doi.org/10.1111/ijcs.12818
2. Aksöz, E. O. (2019). Karar vericiler olarak tüketiciler: Alışveriş, satın alma ve değerlendirme. In E. O. Aksöz, (Eds.). Tüketici davranışları (pp. 61-76). Anadolu Üniversitesi Yayınları.
3. Akyazı, A. (2018). Digitalized commerce: A research on senior friendly e-commerce sites. The Turkish Online Journal of Design, Art and Communication, 8(4), 602-614.
4. Arslan, K. (2016). The future of glocal marketing conception within the frame of global-glocal marketing dilemma. Akdeniz IIBF Journal, 16(33), 63-78.
5. Astashova, Y. V. (2016). Gerontomarketing in the industry of mass sports: Prospects and problems of development in the Russian consumer market. Bulletin of the South Ural State University Economic and Management,10(4), 122-127.
6. Ayre, C., & Scally, A. J. (2014). Critical values for Lawshe’s content validity ratio: Revisiting the original methods of calculation. Measurement and Evaluation in Counseling and Development, 47(1), 79-86. https://doi.org/10.1177/0748175613513808
7. Bäckström, K. (2006). Understanding recreational shopping: a new approach. The International Review of Retail, Distribution and Consumer Research, 16(2), 143-158. https://doi.org/10.1080/09593960600572167
8. Başer, E., & Koçak, A. (2020). Yaşlı bireylerin çevrimiçi alışverişe yönelik metaforik algıları: Gittigidiyor.com reklamının düşündürdükleri. In Ö. Arun (Eds.), Eşitsizlikler ve yaşlanma hızla yaşlanan bir dünyada dayanişma, mücadele ve müdahaleler (pp.20-40). Yaşlanma Araştırmaları Derneği Yayınları.

9. Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping, Journal of Business Research, 59(7), 866-875. https://doi.org/10.1016/j.jbusres.2006.01.021
10. Berg, H., & Liljedal, K. T. (2022). Elderly consumers in marketing research: A systematic literature review and directions for future research. International Journal of Consumer Studies, 46(5), 1640-1664. https://doi.org/10.1111/ijcs.12830
11. Bezirgani, A., & Lachapelle, U. (2021). Online grocery shopping for the elderly in Quebec, Canada: The role of mobility impediments and past online shopping experience. Travel Behaviour and Society, 25, 133-143. https://doi.org/10.1016/j.tbs.2021.07.001
12. Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar-Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: a primer. Frontiers In Public Health, 6 (149), 1-18. https://doi.org/10.3389/fpubh.2018.00149
13. Braun, V., & Clarke, V. (2006) Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101, https://doi.org/10.1191/1478088706qp063oa
14. Bütüner, S. Ö., & Gür, H. (2007). V diyagramına yönelik bir tutum ölçeğinin geliştirilme çalışması. Milli Eğitim, 36(6), 76-85.
15. Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
16. Cases, A. S. (2002). Perceived risk and risk-reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research, 12(4), 375-394. https://doi.org/10.1080/09593960210151162
17. Chakraborty, R., Lee, J., Bagchi-Sen, S., Upadhyaya, S., & Rao, H. R. (2016). Online shopping intention in the context of data breach in online retail stores: An examination of older and younger adults. Decision Support Systems, 83, 47-56. https://doi.org/10.1016/j.dss.2015.12.007
18. Chan, R. Y. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology & Marketing, 18(4), 389-413. https://doi.org/10.1002/mar.1013
19. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2
20. Çelik, A. H. (2009). Yapısal eşitlik modellemesi ve bir uygulama: Genişletilmiş online alışveriş kabul modeli. [Unpublished PhD thesis]. Eskişehir Osmangazi Üniversitesi.
21. Çunkuş, N., Yiğitoğlu, G. T., & Akbaş, E. (2019). Yaşlılık ve toplumsal dışlanma. Geriatrik Bilimler Dergisi, 2(2), 58-67.
22. Demir Erbil, D., & Hazer, O. (2021). Covid-19 pandemi sürecinde yaşlıların internet ve sosyal medya kullanımı üzerine nitel bir çalışma. In Ö. E. Tekin (Eds.), Sosyal Bilimlerde Covid-19 Salgını: Dönemler ve Değişim Dinamikleri (pp. 43-56). Astana Yayınları.
23. Deral, B., & Kazançoğlu, İ. (2021). 65 yaş ve üstü erkek tüketicilerin covid-19 döneminde online alişveriş eğilimlerini belirleyen nitel bir araştirma. İşletme Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 96-121. https://doi.org/10.33416/baybem.782114
24. DeVellis, R. F. (2014). Ölçek geliştirme: Kuram ve uygulamalar, (T. Tozan, Trans.). Nobel Yayınları.
25. Erkuş, A. (2019). Psikolojide ölçme ve ölçek geliştirme. Pegem Akademi Yayınları. Eurostat. (2023). E-commerce statistics for individuals. https://ec.europa.eu/eurostat/statisticsexplained/index.php?title=Ecommerce_statistics_for_individuals
26. Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272–299. https://doi.org/10.1037/1082-989X.4.3.272
27. Field, A. (2005). Discovering statistics using SPSS (2nd ed.). Sage Publication.
28. Fleck, A. (2023). Europe's Turkish Communities. https://www.statista.com/chart/29975/number-of-turkish-people-in-european-countries/
29. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
30. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing. 20(2), 55-75. https://doi.org/10.1002/dir.20061
31. Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri: Felsefe-yöntem-analiz. Seçkin Yayınları.
32. Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
33. Hirschman, E. C., & Holbrook, M. B. (1982) Hedonic consumption: Emerging concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101. https://doi.org/10.1177/002224298204600314
34. Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214. https://doi.org/10.1108/09564231311323962
35. Karsu, S., Nurtanış Velioğlu M., Çoknaz, D., & Özbakır Umut, M. (2019). Senior consumers who are no longer in their prime: Buyers or webroomers only? In Proceedings of the MMRA Marketing Congress, Türkiye, (pp.364-385).
36. Kovalenko, A. (2021). Older adults shopping online: A fad or a trend. Impact COVID-19 E-Commerce, 1, 67-80. https://doi.org/10.51432/978-1-8381524-8-2_5
37. Kvalsvik, F. (2022). Understanding the role of situational factors on online grocery shopping among older adults. Journal of Retailing and Consumer Services, 68, 103009. https://doi.org/10.1016/j.jretconser.2022.103009
38. Kwon, W. S., & Noh, M. (2010). The influence of prior experience and age on mature consumers' perceptions and intentions of internet apparel shopping. Journal of Fashion Marketing and Management: An International Journal, 14(3), 335-349. https://doi.org/10.1108/13612021011061825
39. Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
40. Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e‐service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176. https://doi.org/10.1108/09590550510581485
41. Leppel, K., & McCloskey, D. W. (2011). A cross‐generational examination of electronic commerce adoption. Journal of Consumer Marketing, 28(4), 261-268. https://doi.org/10.1108/07363761111143150
42. Lian, J. W., & Yen, D. C. (2013). To buy or not to buy experience goods online: Perspective of innovation adoption barriers. Computers in Human Behavior, 29(3), 665-672. https://doi.org/10.1016/j.chb.2012.10.009
43. Lian, J. W., & Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior, 37, 133-143. https://doi.org/10.1016/j.chb.2014.04.028
44. Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432. https://doi.org/10.1109/3468.852436
45. Lissitsa, S., & Kol, O. (2019). Four generational cohorts and hedonic m-shopping: Association between personality traits and purchase intention. Electronic Commerce Research, 21, 545-570. https://doi.org/10.1007/s10660-019-09381-4
46. Malhotra, N. K., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation 3rd Ed, Pearson Education Australia.
47. McCloskey, D. W. (2006). The importance of ease of use, usefulness, and trust to online consumers: An examination of the technology acceptance model with older customers. Journal of Organizational and End User Computing, 18(3), 47-65.
48. Moores, T. T., & Chang, J. C. J. (2006). Ethical decision making in software piracy: Initial development and test of a four-component model. MIS Quarterly, 30(1), 167-180. https://doi.org/10.2307/25148722
49. O’Brien, H. L. (2010). The influence of hedonic and utilitarian motivations on user engagement: The case of online shopping experiences. Interacting with Computers, 22(5), 344-352. https://doi.org/10.1016/j.intcom.2010.04.001
50. Özmete, E. (2017). Türkiye’de kuşaklararası dayanışmanın değerlendirilmesi. Ankara Üniversitesi Basımevi.
51. Öztürk, S. A., & Yüksel, S. (2021). Comparing online shopper and non-shopper elderly consumers based on the theory of planned behavior: How do the demographic factors make a difference? Beykent Üniversitesi Sosyal Bilimler Dergisi, 14(2), 8-24. https://doi.org/10.18221/bujss.1004887
52. Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5), 730-742. https://doi.org/10.1016/j.tele.2016.08.021
53. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. https://doi.org/10.1177/109467050427115
54. Prensky, M. (2001). Digital natives, digital immigrants. On The Horizon, 9(5), 1-6.
55. Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behavior towards online shopping: An Empirical study on Dhaka City, Bangladesh. Cogent Business & Management, 5(1), 1-22. https://doi.org/10.1080/23311975.2018.1514940
56. Rasty, F., Mirghafoori, S. H., Saeida Ardekani, S., & Ajdari, P. (2021). Trust barriers to online shopping: Investigating and prioritizing trust barriers in an intuitionistic fuzzy environment. International Journal of Consumer Studies, 45(5), 1030-1046. https://doi.org/10.1111/ijcs.12629
57. Republic of Türkiye Ministry of Family and Social Services (2020). 2020 yılı yaşlı nüfus istatistik bülteni. https://www.aile.gov.tr/eyhgm/haberler/2020-yili-yasli-nufus-istatistik-bulteni-yayinlandi/
58. Republic of Türkiye Ministry of Trade (2022). Elektronik Ticaret Bilgi Sistemi (Etbis) 2022 yılı verileri, https://www.eticaret.gov.tr/dnnqthgzvawtdxraybsaacxtymawm/content/FileManager/Dosyalar/2022%20y%C4%B1l%C4%B1%20E-Ticaret%20B%C3%BClteni%20v2.pdf
59. Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research. 57(7), 748-757. https://doi.org/10.1016/S0148-2963(02)00351-X
60. Rudolph, T., Rosenbloom, B., & Wagner, T. (2004). Barriers to online shopping in Switzerland. Journal of International Consumer Marketing, 16(3), 55-74. https://doi.org/10.1300/J046v16n03_04
61. Rybaczewska, M., & Sparks, L. (2022). Ageing consumers and e-commerce activities. Ageing & Society, 42, 1879–1898. https://doi.org/10.1017/S0144686X20001932
62. Soh, P. Y., Heng, H. B., Selvachandran, G., Anh, L. Q., Chau, H. T. M., Son, L. H., Abdel-Baset, M., Manogaran, G., & Varatharajan, R. (2020). Perception, acceptance and willingness of older adults in Malaysia towards online shopping: a study using the UTAUT and IRT models. Journal of Ambient Intelligence and Humanized Computing, 1-13. https://doi.org/10.1007/s12652-020-01718-4
63. Statista. (2023a). Distribution of digital buyers in the United States as of February 2020 by age group. https://www.statista.com/statistics/469184/us-digital-buyer-share-age group/
64. Statista. (2023b). Share of e-commerce users in Turkey in 2021, by age. https://www.statista.com/forecasts/1301501/turkey-user-share-age-in-the-e-commerce-market
65. Şahin Kütük, B. (2015). Türkiye'den Batı Avrupa'ya işçi göçünün sosyolojik çalışmalara yansımaları. Istanbul Journal of Sociological Studies, 52. https://doi.org/10.18368/IU/sk.19012
66. Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş, temel ilkeler ve LISREL uygulamaları. Ekinoks.
67. Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics. Allyn & Bacon.
68. Tandon, U., Kiran, R., & Sah, A. N. (2018). The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case. Information Systems and e-Business Management, 16, 57-91. https://doi.org/10.1007/s10257-017-0341-3
69. Tarı Selçuk, K., & Avcı, D. (2016). Kronik hastalığa sahip yaşlılara bakım verenlerde bakım yükü ve etkileyen etmenler. Suleyman Demirel University the Journal of Health Science, 7(1), 1-9.
70. Tavşancıl, E. (2002). Tutumların ölçülmesi ve spss ile veri analizi. Nobel Yayıncılık.
71. Torlak, Ö., Erdoğan, B. Z., & Yılmaz, C. (2013). Bir sosyal pazarlama (işletmecilik) modeli olarak ahi örgütleri. In Proceedings of the Social Business@Anadolu International Conference, (pp.183-192). Anadolu University Press.
72. Turkish Statistical Institute (2023). İstatistiklerle yaşlılar, 2022. https://data.tuik.gov.tr/
73. United Nations Economic Commission for Europe (2021). Ageing in the digital era. UNECE Policy Brief on Ageing No. 26. https://unece.org/ageing-digital-era
74. United Nations (2023). Department of economic and social affairs sustainable development. https://sdgs.un.org/goals/goal10#targets_and_indicators
75. United Nations Department of Economic and Social Affairs (2020). World population ageing 2020 highlights. https://www.un.org/development/desa/pd/sites/www.un.org.development.desa.pd/files/files/documents/2020/Sep/un_pop_2020_pf_ageing_10_key_messages.pdf
76. Uysal, M. T. (2020). Yaşlı bireylerin sosyalleşmesinde dijital teknolojinin rolü: dijital yaşlılar üzerine bir çalışma. Süleyman Demirel Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 50, 43-59.
77. Valarezoa, A., Perez-Amaral, T., Teresa Garin-Munoz, T., Inigo Herguera Garcia, I.H., & Rafael Lopez, R. (2018). Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 42(2018), 464–473. https://doi.org/10.1016/j.telpol.2018.03.006
78. Venkatesh, V., Ramesh, V., & Massey, A. P. (2003). Understanding usability in mobile commerce. Communications of the ACM, 46(12), 53-56. https://doi.org/10.1145/953460.953488
79. Veneziano, L., & Hooper, J. (1997). A Method for quantifying content validity of health-related questionnaires. American Journal of Health Behavior, 21(1), 67-70.
80. Wang, J., & Jia, X. (2023). Click it, and increase hedonic consumption ratio: How does online shopping improve the long‐term subjective well‐being of consumers? Journal of Consumer Behaviour, 22(2), 235-252. https://doi.org/10.1002/cb.2086
81. Wilson, F. R., Pan, W., & Schumsky, D. A. (2012). Recalculation of the critical values for lawshe’s content validity ratio. Measurement and Evaluation in Counseling and Development, 45, 197–210. https://doi.org/10.1177/0748175612440286
82. World Health Organization. (2020). WHO guidelines on physical activity and sedentary behaviour. https://www.who.int/publications/i/item/9789240015128
83. Wu, J., & Song, S. (2021). Older adults’ online shopping continuance intentions: Applying the technology acceptance model and the theory of planned behavior. International Journal of Human–Computer Interaction, 37(10), 938-948. https://doi.org/10.1080/10447318.2020.1861419
84. Yap, Y. Y., Tan, S. H., Tan, S. K., & Choon, S. W. (2022). Integrating the capability approach and technology acceptance model to explain the elderly’s use intention of online grocery shopping. Telematics and Informatics, 72, 101842. https://doi.org/10.1016/j.tele.2022.101842
85. Yaşlıoğlu, M. M. (2017). Factor analysis and validity in social sciences: Application of exploratory and confirmatory factor analyses, Istanbul University Journal of the School of Business, 46 (Special Issue), 74-85.
86. Yavuz, S. (2005). Developing a technology attitude scale for pre-service chemistry teachers. The Turkish Online Journal of Educational Technology, 4(1), 17-25.
87. Yazıcı, S. (2014). Küresel yaşlanma: eğilimler, sorunlar ve karşılaştırmalar. In N. Korkmaz, S. Yazıcı (Eds.), Küreselleşme ve yaşlılık, eleştirel gerontolojiye giriş (pp.135-166). Ütopya Yayınları.
88. Yılmaz, C., & Tümtürk, A. (2015). An investigation and a model suggestion for factors affecting online shopping intention using extended technology. Journal of Management and Economics, 22(2), 355-384. https://doi.org/10.18657/yecbu.76242
89. Yu, H., Rahman, O., Marlatt, D., & Robichaud, Z. (2022). Experiential value and shopping well‐being of aging consumers. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 39(2), 168-183. https://doi.org/10.1002/cjas.1662