Is age still valid for segmenting e-shoppers?

Agudo Peregrina, Ángel and Hernández García, Ángel and Acquila Natale, Emiliano (2015). Is age still valid for segmenting e-shoppers?. In: "2nd International Symposium on Partial Least Squares Path Modeling", 16/06/2015 - 19/06/2015, Sevilla, Spain. pp. 1-12.

Description

Title: Is age still valid for segmenting e-shoppers?
Author/s:
  • Agudo Peregrina, Ángel
  • Hernández García, Ángel
  • Acquila Natale, Emiliano
Item Type: Presentation at Congress or Conference (Article)
Event Title: 2nd International Symposium on Partial Least Squares Path Modeling
Event Dates: 16/06/2015 - 19/06/2015
Event Location: Sevilla, Spain
Title of Book: 2nd International Symposium on Partial Least Squares Path Modeling
Date: 2015
Subjects:
Freetext Keywords: Electronic commerce, acceptance, segmentation, age, multigroup comparison
Faculty: E.T.S.I. Telecomunicación (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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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, with the addition of three constructs from e-commerce literature: perceived risk, product risk, and perceived trust. Responses to an online survey by 817 Spanish Internet shoppers validate the research model. An omnibus test of group differences precedes the assessment of four multigroup analysis methods. 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.

More information

Item ID: 41982
DC Identifier: http://oa.upm.es/41982/
OAI Identifier: oai:oa.upm.es:41982
Deposited by: Memoria Investigacion
Deposited on: 27 Jul 2016 18:48
Last Modified: 27 Jul 2016 18:48
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