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

Alex Wang,Heiko Gewald,Xiaolin Lin,C. Prentice

Published 2020 in Hawaii International Conference on System Sciences

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.

PUBLICATION RECORD

  • Publication year

    2020

  • Venue

    Hawaii International Conference on System Sciences

  • Publication date

    Unknown publication date

  • Fields of study

    Sociology, Business, Computer Science

  • Identifiers
    DOI 10.24251/hicss.2020.462
  • External record

    Open on Semantic Scholar

  • Source metadata

    Semantic Scholar

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