Learning to be consumers of “smart” retail channels: The baby boomer experience

Zachary Robichaud and Hong Yu

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 4, 536-560

Abstract: A global shift in aging populations points to greying consumers as an important market for retailers and an underserved segment for researchers. The COVID-19 pandemic has accelerated digital expansion in the marketplace, innovated new industries, and encouraged new participants. This acceleration provides significant implications for the greying population whereby the adoption of smart-enabled platforms and channels becomes essential. Most of the digital and smart-consumer socialization research has focused exclusively on younger generations because of their digital nativity. This study aims to expand our understanding of baby boomer consumers’ attitudes and behaviors in the smart retail context using a consumer socialization framework. Findings suggest that perceived usefulness, ease of use, reliability, and fun were significant influences on global attitudes toward shopping in smart retail channels. Global attitudes toward shopping in smart retail channels significantly influenced behavioral intention and digital mass media exposure significantly influenced all dimensions of attitudes toward shopping in smart retail channels suggesting interest and engagement in smart retail channel participation among older adults.

Date: 2023
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DOI: 10.1080/21639159.2023.2218394

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