Online shopping acceptance among elderly consumers in Latin America

Abstract

Purpose Most research on elderly people’s adoption of digital technologies has focused on developed economies, where digital infrastructure and literacy levels are comparatively high. In contrast, little is known about elderly consumers’ digital adoption in less developed regions, where socioeconomic disparities, limited connectivity and distinct cultural contexts can lead to service exclusion and a digital divide. This study aims to address this gap by examining the factors influencing online shopping acceptance among elderly consumers aged 65 and over in Latin America. Online shopping contributes to active aging and enhances well-being by providing convenient access to goods and services without the physical demands of in-store shopping. Design/methodology/approach Adopting a Transformative Service Research (TSR) perspective and drawing on the Unified Theory of Acceptance and Use of Technology, this study develops and tests a conceptual model to understand online shopping acceptance among elderly consumers. Data were collected through an online survey of 191 consumers aged 65 and over residing in Chile. Findings The results indicate that perceived usefulness, social influence, facilitating conditions and value co-creation significantly influence online shopping acceptance among elderly consumers. Specifically, consumers aged 65 and over are more inclined to adopt online shopping when they perceive it as beneficial, have access to the necessary resources and support and receive encouragement from their social circles. Moreover, consistent with the TSR framework, value co-creation is strongly associated with facilitating conditions, and health status is negatively correlated with online shopping acceptance. Practical implications This research contributes to the literature on digital services, TSR and value co-creation by identifying critical factors that affect online shopping acceptance among consumers aged 65 and over in a Latin American country. The findings offer practical guidance for digital service providers, retailers, managers and policymakers seeking to promote digital inclusion and reduce the digital divide among elderly consumers in this region. Originality/value This study addresses a gap in the TSR and digital services literature by examining elderly consumers’ acceptance of digital services, specifically online shopping, in a Latin American setting. It provides valuable insights for marketers and policymakers working to foster digital inclusion and improve services for the aging population in less developed regions.