The influence of prior experience and age on mature consumers' perceptions and intentions of internet apparel shopping

Abstract

Purpose

The purpose of this study is to investigate mature consumers' perceived risks and benefits and purchase intentions in the context of online apparel shopping and the role of age and past experience in their perceptions and intentions.

Design/methodology/approach

A national sample of 293 US male and female mature consumers (born in or before 1964) participated in a mail survey. Structural equation modeling was used to test the hypotheses regarding relationships among mature consumers' age, prior experiences, perceived risks and benefits, and purchase intentions.

Findings

The study revealed that perceived benefits regarding product and price offerings and perceived financial risk were significant predictors of mature consumers' online apparel purchase intention. In addition, the level of past online shopping experience was a strong antecedent of the mature consumer's perceived risks and benefits of online shopping. Age and general internet experience showed limited influences on mature consumers' perceptions and purchase intentions.

Research limitations/implications

The study provides numerous implications for future research with regard to the challenges mature consumers may experience in adopting the internet as a shopping medium.

Practical implications

Findings from the study suggest that online retailers targeting mature consumers need to be aware of limitations and difficulties that mature consumers may face and to develop their web sites and communication messages to meet the specific needs of these consumers.

Originality/value

The study provides valuable insight into the mature consumers' internet shopping phenomenon, addressing a gap in the literature. The use of a national sample allows for generalization of the findings.

Citation

Kwon, W. and Noh, M. (2010), "The influence of prior experience and age on mature consumers' perceptions and intentions of internet apparel shopping", Journal of Fashion Marketing and Management, Vol. 14 No. 3, pp. 335-349. https://doi.org/10.1108/13612021011061825