Age and gender differences: Understanding mature online users with the online purchase intention model

Monica Law and Mark Ng

Journal of Global Scholars of Marketing Science, 2016, vol. 26, issue 3, 248-269

Abstract: This study examines how demographic factors and different antecedents of mature online users relate to their purchase intention. Results obtained from a survey of about 400 respondents in Hong Kong and analyzed with a structural equation model indicate that security has a direct relationship only with purchase intention, whereas attitude is linked with innovativeness, usefulness, ease of purchase and online purchase intention, and attitude performs full mediation between usefulness and online purchase intention. Users aged 41--50 have a higher perceived ease of purchasing than older users (aged 51--70), and males have stronger personal innovativeness and perceived usefulness than females. This research makes a contribution to the understanding of mature users’ online purchase intention; it also provides significant implications of segmentation and marketing strategies and supports the view that online marketers should formulate different strategies to enhance mature users’ online experience and treat various kinds of users differently.

Date: 2016
References: View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2016.1174540 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:26:y:2016:i:3:p:248-269

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2016.1174540

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().