Perceived Barriers for Older Adults’ Shopping Channel Selection Toward Online Shopping

The aim of this study is to understand perceived barriers for older adults to select novel shopping channel. Questionnaire survey was employed. Innovation resistance theory is served as the theoretical base for this study. Five innovativeness acceptance barriers (usage barrier, value barrier, risk barrier, traditional barrier, and image barrier) and three business models (online shopping oriented vs. TV shopping oriented vs. hybrid) were investigated. 108 valid respondents who are older than 50 years old and have online shopping experience participated in this study. The major results including: (1) The order of the barriers for older adults to adopt novel shopping business models is risk barrier, traditional barrier, image barrier, usage barrier, and value barrier. (2) There exist significant (p < 0.01) different in traditional barrier and image barrier among different business models. (3) Value barrier, risk barrier, and traditional barrier have significant (p < 0.05) impact on novel shopping business models acceptance.