| Summary: | 碩士 === 國立臺南大學 === 經營與管理高階經營碩士在職專班(EMBA) === 106 === The proportion of elderly population is gradually increasing around the world. In recent years, E-commerce and online shopping have been a popular approach for daily consumption. In order to expand the development of silver economy, this study attempts to understand how the middle-age consumers evaluate and participate in the online group shopping activities. Meanwhile, the relationship between middle-age consumers’ experience of online group shopping and attitude toward the elderly consumers’ online group shopping behavior is also examined.
This study takes three major perspectives: consumer innovativeness, technology acceptance model and trust. The questionnaire is developed to include nine parts: consumer innovativeness, perceived usefulness, perceived ease of use, trust, value confirmation, satisfaction with online grouping, intention of continuous online grouping, attitude towards elderly consumers' participation in online shopping, and basic personal information. An online survey was conducted from June 2, 2018 to June 17, and 183 valid questionnaires were used for statistical analysis. The empirical analysis was conducted by SmartPLS software. The results demonstrate that middle-aged consumers’ perception of usefulness, perception of ease of use, and trust have significant influence on their confirmation of online group shopping. The confirmation of online group shopping has further influence on the consumers’ satisfaction. Subsequently, higher degree of satisfaction can lead to more continuous intention of online group shopping and more positive attitude towards e-commerce for elderly consumers. Finally, This study provides several managerial implications for elucidating and enhancing the effectiveness of silver economy through e-electronic commerce.
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