Examining the Antecedents of Online Grocery Shopping Intention among Elderly


Yeap, Yann Ling and Tan, Siow Hooi and Choon, Shay Wei (2022) Examining the Antecedents of Online Grocery Shopping Intention among Elderly. In: Postgraduate Social Science Colloquium 2022, 1 - 2 June 2022, Online.

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Background - Aging of the population, an increased life expectancy, and the need for an independent living are already widely recognized social changes. Majority of the elderly wish to age in place independently. However, the elderly's functional ability will decline with increasing age which will contribute to a decline in the ability to perform tasks necessary to age in place independently. The elderly will face barriers when performing the independent living skills such as grocery shopping at physical stores. Barriers in maintaining age in place independently will also lead to the elderly's well-being declines. Hence, this study proposed online grocery shopping (OGS) as a key solution to substitute grocery trips among the elderly to achieve independent living and minimise food insecurity. However, the elderly's adoption rate of online grocery shopping is relatively low even though online grocery shopping has a strong growth in recent years. Purpose - The aim of this study is to examine the factors that affect the intention to use online grocery shopping (OGS) among the elderly in Malaysia. Design/methodology/approach - The research paradigm of this study is positivistic. Building on the Capability Approach (CA) and Technology Acceptance Model (TAM), the study develops an integrated model to investigate the elderly’s OGS use intention to achieve independent living from human value and functional technological perspectives. In addition, this study goes beyond existing TAM studies by investigating in-depth how TAM's constructs (perceived ease of use and perceived usefulness) were formed with specific attention to the elderly context. This study proposed elderly-specific constructs (such as preference for human contact, digital literacy, and others) and functional ageing constructs (life course events and functional ability) as TAM antecedents that may influence elderly perceptions about the ease of use and usefulness of OGS. Data was collected from 289 non-OGS users who were aged above 60 years old and living in Klang Valley, Malaysia. This study will use a quantitative approach. The research instrument is in the form of a survey questionnaire administered electronically through social network sites and distributed personally at public recreation areas. Non-probability convenient sampling technique will be used for data collection. The data analysis method will be Partial Least Squares, structural equation modelling (PLS-SEM). Findings/Expected contribution - The results showed that elderly with functional ability decline will have higher intention to use OGS. The elderly’s intention to use OGS depends on how OGS can provide them with the capabilities to live independently, which they desire to achieve in life. Besides, the elderly’s decision to use OGS depends on how they perceive the OGS characteristics or tasks that OGS can help them achieve (e.g., perceived usefulness and ease of use). Regarding the formation of the TAM conventional constructs, the results showed that perceived ease of use, functional ability, life course events, and digital literacy determine the elderly’s usefulness perception of OGS, while life course events, digital literacy, technology anxiety, and facilitating conditions are antecedents of perceived ease of use. The study's findings can offer online marketers, businesses and government a better grasp of the current issues affecting OGS adoption in the silver-hair market. With the government's support and age-friendly OGS platform development, this will increase the elderly's intent to use OGS and hence develop OGS habits to gradually replace grocery trips to inform the successful preparation of functional declines and achieve independent living. Research limitations - This study used a cross-sectional survey. A longitudinal study should be carried out in future in order to examine the possible changes over the time. Besides, the targeted respondents were elderly who aged 60 years old and above from Klang Valley, an urban conglomeration area in Malaysia. Hence, the findings of this study may differ if the survey was conducted in semi-urban or rural regions. Originality/value -This study investigates the factors from both technology functional and human values perspectives. This study can contribute to a comprehensive and greater understanding of the older segments by extending the knowledge of elderly’s technology adoption.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Online grocery shopping, age in place, independent living, Capabilities Approach, technology adoptio
Subjects: T Technology > TX Home economics > TX301-339 The house Including arrangement, care, servants
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 16 Aug 2022 06:09
Last Modified: 16 Aug 2022 06:09
URII: http://shdl.mmu.edu.my/id/eprint/10399


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