Factors Affecting the Elderly's Adoption of Online Purchasing

In Thailand, elder population has rapidly increased and will become super-aged society in 2021. Currently, the online shopping business turns into popularity because of more convenience and faster due to internet development Elderly now use online technology mainly for entertainment, tracking information and conversations, and less proportion for online purchasing. This research aims to study the demographics of elderly and product purchasing behaviors through online channel. The relationship of technology acceptance factors; perceived usefulness and perceived ease of use as well as attitude of elderly with the decision to adopt online purchasing is studied which is based on the Technology Acceptance Model (TAM). The results show that convenience, stable system, reliability and security of payment system are the significant factors for elderly's adoption. The implications of the research will provide the deep understanding and guideline for the online business to develop the marketing strategy to respond to elderly population and extend the body of consumer research.