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

Wang, Xuequn and Gewald, Heiko and Lin, Xiaolin and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2020) Too old to Shop? A Comparative Analysis of the Engagement of Junior and Senior Customers in Social Commerce. In: 53rd Annual Hawaii International Conference on System Sciences (HICSS 2020), 7 Jan - 10 Jan 2020, Maui, United States.

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Abstract

With 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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 Aug 2022 02:46
Last Modified: 31 Aug 2022 03:14
Uncontrolled Keywords: Seniors' Use of Digital Resources, pls, seniors, social commerce, trust
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/49846

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