Older Adults’ Online Shopping Behavior in China
The purpose of this study was to investigate the online shopping behavior of older adults in China. Participants were members of Taobao, aged 50-65. We observed the following interesting behaviors: For many, tablets or mobile phones are rarely used. “Search” is often used when they shop online. The participants are accustomed to search and rarely know of other webpages that can be browsed. Sometimes, the participants may get lost when multiple webpages are opened; then, they typically close all of the webpages and have to start again from the beginning. Additionally, the participants ask few questions, even if they have some difficulty in browsing a webpage. All of these behaviors can be explained by the attentional cognition of older adults.
KeywordsOlder adults in China Online shopping Consumer behavior
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