Too old to Shop? A Comparative Analysis of the Engagement of Junior and Senior Customers in Social Commerce

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dc.contributor.authorWang, Xuequn
dc.contributor.authorGewald, Heiko
dc.contributor.authorLin, Xiaolin
dc.contributor.authorPrentice, Catherine
dc.date.accessioned2020-01-04T07:56:28Z
dc.date.available2020-01-04T07:56:28Z
dc.date.issued2020-01-07
dc.description.abstractWith the continuous success of social media websites also social commerce rises in popularity. As increasing numbers of elderly consumers use social media, it is interesting to understand how elderly consumers engage in social commerce platforms. This study examines how different dimensions of customer engagement influence trust with young and older consumers. A survey was conducted to collect data from American consumers. Our results show that perceived enjoyment, satisfaction, and social commerce value have significant effects on consumers’ trust. Further, there are important differences regarding the respective effects between younger and older consumers. Our study contributes to the literature by clarifying the effect of customer engagement on trust in social commerce between young and elderly consumers. Our results can provide practitioners important guidelines regarding how to support consumers’ trust development in social commerce.
dc.format.extent9 pages
dc.identifier.doi10.24251/HICSS.2020.462
dc.identifier.isbn978-0-9981331-3-3
dc.identifier.urihttp://hdl.handle.net/10125/64204
dc.language.isoeng
dc.relation.ispartofProceedings of the 53rd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSeniors' Use of Digital Resources
dc.subjectpls
dc.subjectseniors
dc.subjectsocial commerce
dc.subjecttrust
dc.titleToo old to Shop? A Comparative Analysis of the Engagement of Junior and Senior Customers in Social Commerce
dc.typeConference Paper
dc.type.dcmiText

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