Toward Understanding Elderly Consumers’ Impulse Buying in the Digital Marketing: A Conceptual Paper

Chen Yingyi, Rosita binti Mohd Tajuddin, Amer Shakir Zainol, Yu Suxia and Chen Zijie
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Chen Yingyi: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Rosita binti Mohd Tajuddin: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Amer Shakir Zainol: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Yu Suxia: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;
Chen Zijie: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia;

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3387-3398

Abstract: This study explores how digital interactivity on Mobile Social Application Platforms (MSAPs) impacts impulse buying behavior among elderly consumers, focusing on the 45–59 age group within the silver economy. The objectives are to understand the cognitive and emotional pathways shaping consumer decisions and to examine the mediating roles of perceived value and sense of presence using the Stimulus-Organism-Response (S-O-R) framework. By integrating the Technology Acceptance Model (TAM), Uses and Gratifications Theory (UGT), and the Cognitive-Affective Model, this research aims to offer a multidimensional understanding of elderly consumer behavior in digital environments. The methodology is conceptual, drawing insights from existing literature to build a theoretical framework. It identifies key factors such as system responsiveness, real-time communication, and ease of use that influence perceived value and sense of presence. These mediators are critical in connecting platform interactivity to impulse buying behavior. Results highlight that practical feature like personalized recommendations and immersive experiences, such as live streaming and virtual try-ons, enhance both trust and emotional engagement, leading to higher purchasing intent.

Date: 2024
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