Abstract:

Aging may lead to shopping difficulties for consumers and online shopping which is mostly associated with young consumers may provide elderly people easy access to the products needed. This article expands our understanding of online shopping behavior of elderly consumers by comparing elder consumers who had previous online shopping experience with the consumers without such an experience in terms of their demographic characteristics. Theory of Planned Behavior is used to explore the future online shopping intentions of two groups, their attitudes towards online shopping, perceived behavioral control and subjective norms. The findings of this research illustrate the differences between two groups in terms of age, education, and income. At the same time the research shows the importance of elderly consumers’ demographic characteristics especially on the perceived behavioral control dimension of The Theory of Planned Behavior.

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