Healthcare going Online: Extending the Technology Acceptance Model for the Examination of German Seniors’ E-commerce Adoption
Author
Kirsten, Mirjam
Term
4. term
Publication year
2017
Abstract
This thesis examines how German older adults adopt e-commerce in the healthcare context by extending the Technology Acceptance Model with age-, health-, and culture-related factors, as well as the role of product-related embarrassment. Taking an objectivist, analytical stance, the study developed a unique research model through a literature review and a cross-sectional online survey, testing 19 hypotheses with quantitative data. Findings show that perceived self-efficacy to perform an online shopping task, largely explained by Internet experience, is the strongest predictor of intention to shop online; perceived usefulness and chronological age also contribute. Age-related declines in cognitive, manual, and visual functions are linked to self-efficacy. Trust in the online environment mattered less for purchase intentions than expected, although concerns about data security are widespread. Individual-level Uncertainty Avoidance did not correlate with online trust, and Horizontal Individualism did not support the assumed link to outdoor immobility. Anticipated embarrassment when imagining buying incontinence products in a physical store increased the likelihood of buying these items online, but only among seniors unfamiliar with the situation. Higher education, occupational status, and previous online purchase frequency were also associated with stronger intentions to shop online. The thesis presents a conceptual model and managerial implications to enhance seniors’ self-efficacy, perceived usefulness, and trust by building online experience and making web shops easier to use, and it outlines limitations and avenues for future research.
Denne afhandling undersøger, hvordan tyske ældre internetbrugere adopterer e-handel i sundhedssektoren, ved at udvide Technology Acceptance Model med alder-, sundheds- og kulturrelaterede faktorer samt betydningen af forlegenhed ved produktkøb. Med et objektivistisk og analytisk udgangspunkt udvikledes et unikt forskningsdesign gennem et litteraturreview og et tværsnitsstudie baseret på en online spørgeskemaundersøgelse, hvor 19 hypoteser blev testet. Resultaterne viser, at troen på egne evner til at gennemføre en online købsopgave (self-efficacy), som i høj grad forklares af respondenternes interneterfaring, er den stærkeste forudsigelse af intentionen om at handle online; også oplevet nytte og kronologisk alder bidrager. Aldersrelaterede funktionsfald i kognitive, manuelle og visuelle evner hænger sammen med self-efficacy. Tillid i online-miljøet havde mindre betydning for købsintentionen end forventet, men bekymring for datasikkerhed er udbredt. På individniveau fandtes ingen sammenhæng mellem Uncertainty Avoidance og online-tillid, og Horizontal Individualism forklarede ikke det antagne forhold til udendørs immobilitet. Forestillet forlegenhed ved at købe inkontinensprodukter i en fysisk butik øgede tilbøjeligheden til at købe disse varer online, men kun blandt seniorer, der er uvante med situationen. Derudover var højere uddannelse, beskæftigelsesstatus og tidligere online-købsfrekvens forbundet med højere online-købsintention. Afhandlingen bidrager med en konceptuel model og ledelsesmæssige implikationer for at styrke ældres self-efficacy, oplevede nytte og tillid ved at øge deres online erfaring og gøre webshops lettere at bruge; begrænsninger og forslag til fremtidig forskning diskuteres.
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