From self-motivated trials to risk-taking: how older consumers change after engaging with innovative technologies

Abstract

Purpose This study aims to examine how self-initiated trial experiences with innovative products by older consumers influence their future choice behavior. Specifically, it investigates whether such autonomous engagement increases self-efficacy and leads to a greater tendency to make risk-taking choices in later and unrelated consumption contexts. Rather than treating chronological age merely as a demographic factor, this study views it as a proxy for underlying psychological mechanisms that shape consumers’ openness to innovation and their willingness to engage with uncertainty. This study challenges prevailing assumptions that older consumers are passive or avoidant toward technological innovation. Design/methodology/approach Three studies were conducted using both survey and experimental methods. Study 1 surveyed 85 Korean adults (Mage = 46.5) to assess the relationship between the frequency of recent self-initiated use of nine innovative services (e.g. kiosks, AI appliances and metaverse) and consumers’ current self-efficacy in using innovative technologies. Study 2 used a 2 (generation: younger vs older) × 3 (experience type: self-use vs helped by others vs control) between-subjects design (n = 186) using a scenario involving an unmanned service. Study 3 replicated the findings with a new product extension scenario (n = 198), testing the mediating role of situational self-efficacy through a bootstrapped moderated mediation analysis. Findings Across three studies using both survey and experimental methods, older consumers who independently engaged in self-initiated trial experiences with innovative services showed higher self-efficacy, which in turn increased their willingness to make riskier or more novel consumption choices. Self-efficacy played the role of a mechanism linking self-initiated engagement with innovation to subsequent risk-taking behavior. In contrast, younger consumers exhibited no significant changes in self-efficacy or choice tendencies. These results were consistently supported across survey data (Study 1) and two experimental replications (Study 2 and Study 3). Research limitations/implications This study was conducted in a single cultural context (South Korea), which may limit generalizability. Future research could explore different innovation types, long-term behavioral changes of older consumers or cross-cultural effects. Although this study used chronological age as a proxy for generation differences, considering other variables such as cognitive age, perceived control and time perspective would also provide insights into examining the impact of older adults’ engagement with innovation. Moreover, future research could examine whether other internal mechanisms, beyond differences in self-efficacy, could drive behavioral change in middle-aged and older adults. Overall, the findings contribute to age-specific consumer innovation research and provide empirical support for self-efficacy as a key psychological mechanism in transformative service experiences. Practical implications New product development marketers should design technological experiences that allow older consumers to independently experience innovative services. As new innovative technologies continue to emerge, older consumers with significant purchasing power and a growing market are becoming a key segment deserving particular attention in the marketing landscape. The findings of this study suggest that encouraging these consumers to use new technologies on their own can enhance their confidence and increase their openness to novel or unfamiliar product choices, which has meaningful practical implications. Social implications This study challenges age-based stereotypes by showing that older consumers can adopt innovative technologies and become more confident and risk-tolerant when given self-directed experiences. Crucially, even a single encounter with new technology can enhance self-efficacy, suggesting that such experiences have the potential to transform older consumers’ lives. Consequently, these findings highlight the importance of inclusive service environments that respect both chronological and psychological age diversity, support digital equity and promote active engagement in technology-driven societies. Originality/value To the best of the authors’ knowledge, this research is among the first to highlight the role of self-motivated engagement with innovation in shaping older consumers’ decision-making behaviors. It integrates self-efficacy theory with innovation adoption and risk-taking behavior, offering theoretical as well as managerial insights for designing inclusive service environments.