Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Is age still valid for segmenting e-shoppers?
Year:2015
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
This study examines the differences in the acceptance and use of electronic commerce by end consumers, segmented in three groups according to their age. The UTAUT2 provides the theoretical framework for this research, with the addition of three constructs from e-commerce literature: perceived risk?general and relative to the type of product?and perceived trust. Responses to an online survey by 817 Spanish Internet shoppers validate the research model. Age segmentation comprises three different age ranges: e-shoppers under 25 years old, in the range of 26-45 years old, and over 45 years old. An omnibus test of group differences precedes the assessment of four multigroup analysis methods: two of them are parametric (assuming equal and unequal variances), and the other two are non-parametric (permutations and Henseler et al.?s (2009) PLS multigroup analysis). Results show that gaps caused by age differences in e-shoppers are narrowing. This paper also identifies the strengths and weaknesses of the different multigroup approaches.
International
Si
Congress
2nd International Symposium on Partial Least Squares Path Modeling
960
Place
Sevilla (España)
Reviewers
Si
ISBN/ISSN
9789036540568
Start Date
16/06/2015
End Date
19/06/2015
From page
1
To page
12
2nd International Symposium on Partial Least Squares Path Modeling
Participants
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Emiliano Acquila Natale (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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