E-commerce, social media and social inclusionA typology of users over 60 years of age in spain

  1. Mónica Viñarás-Abad 1
  2. Marilé Pretel-Jiménez 2
  3. Carlos Quesada-González 3
  1. 1 Univ. Complutense de Madrid
  2. 2 Universidad CEU San Pablo
    info

    Universidad CEU San Pablo

    Madrid, España

    ROR https://ror.org/00tvate34

  3. 3 Univ. Politécnica de Madrid
Mostrar afiliaciones +
Revista:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Año de publicación: 2022

Volumen: 35

Número: 3

Páginas: 141-154

Tipo: Artículo

DOI: 10.15581/003.35.3.141-154 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Objetivos de desarrollo sostenible

Resumen

The growth of e-commerce and the ageing of the world population converges in a situation which represents significant challenges for the economy: a large population of over 65year-olds with major limitations for online shopping. The digital division, although reduced in certain sectors, in others, such as e-commerce persists. This research involves the study of 405 subjects, Spanish seniors aged between 60 and 79, to discover and analyse the barriers, motivators and behaviour with regards to shopping online. Using a telephone survey and a random sample, a typology of users was established as per their behaviour and perception of e-commerce. The main finding is the segmentation in eleven typologies of users, identified through cluster analysis. The major conclusions confirm the barriers related to data security or levels of confidence. Furthermore, with basic digital skills, seniors consider themselves capable of completing purchases on the Internet. Online shoppers feel empowered being digitally self-sufficient, while non-shoppers desiring to be independent, require the implementation of measures to aid the process on commercial websites.

Referencias bibliográficas

  • Abad-Alcalá, L. (2014). Media literacy for older people facing the digital divide: The e-inclusion programmes design. [Diseño de programas de e-inclusión para alfabetización mediática de personas mayores]. Comunicar, 42, 173-180. https://www.doi.org/10.3916/C42-2014-17
  • Alrumiah, S. S. & Hadwan, M. (2021). Implementing Big Data Analytics in E-Commerce: Vendor and Customer View. IEEE Access, 9, 37281-37286. Retrieved from 10.1109/ACCESS.2021.3063615
  • Barbolla, J. O. (2020). Transformación digital, redes sociales y comercio electrónico en la estrategia empresarial frente a la covid-19. Economistas, 170, 140-155. Retrieved from https://privado.cemad.es/revistas/online/Revistas/ECONOMISTAS%20Num%20170%20A4%20.pdf/187
  • Barros, C. (2015). Da produção ao consumo: diversidade cultural nos usos coletivos de tecnologia entre grupos populares. Comunicação Mídia e Consumo, 12(35), 129-148. https://www.doi.org/10.18568/cmc.v12i35.1052
  • Barómetro Mayores UDP (2019). Informe sobre brecha digital. Unión Democrática de Pensionistas y Jubilados de España. Retrieved from https://www.mayoresudp.org/wp-content/uploads/2019/09/19024-19038-UDP-BM-INF-1-FEB_Brecha-digital.pdf
  • Brock, G., Pihur, V., Datta, S. & Datta, S. (2008). An R package for cluster validation. Journal of Statistical Software, 25(4), 1-22. https://www.doi.org/10.18637/jss.v025.i0
  • Cacciatore, S., Tenori, L., Luchinat, C., Bennett, P. R. & MacIntyre, D. A. (2017). An R package for knowledge discovery and data mining. Bioinformatics, 33(4), 621-623. https://www.doi.org/10.1093/bioinformatics/btw705
  • Cetelem (2018). Observatorio Cetelem de eCommerce 2017. Retrieved from https://elobservatoriocetelem.es/el-comercio-electronico-conquista-a-los-consumidores-espanoles/
  • European Environmente Agency (2022). Growth without economic growth. Retrieved from https://www.eea.europa.eu/publications/growth-without-economic-growth
  • Fuente-Cobo, C. (2017). Públicos vulnerables y empoderamiento digital: el reto de una sociedad e-inclusiva. El Profesional de la Información, 26(1), 5-12. https://www.doi.org/10.3145/epi.2017.ene.01
  • Gopal, A. V. & Murale, V. (2018). Acceptance of technology by senior citizens. International Journal of Pure and Applied Mathematics, 118(5), 645-650. Retrieved from https://acadpu--bl.eu/jsi/2018-118-5/articles/5/53.pdf
  • Groeppel-Klein, A., Helfgen, J., Spilski, A. & Schreiber, L. (2017). The impact of age stereotypes on elderly consumers’ self-efficacy and cognitive performance. Journal of Strategic Marketing, 25, 211–225. https://www.doi.org/10.1080/0965254X.2017.1299787
  • Haiteng, Z., Longteng, L., Lei, Y., Silin, L. & Kaili, Z. (2021). Modeling and Analysis of Group Consumption Behavior of the Elderly under the Background of E-commerce. In 2021 IEEE International Conference on Electronic Technology, Communication and Information (ICETCI) (pp. 598-602). IEEE. https://www.doi.org/10.1109/ICETCI53161.2021.9563457
  • IAB (2019). Estudio anual de eCommerce. Retrieved from https://iabspain.es/estudio/estudio-anual-de-ecommerce-2019/
  • INE (Instituto Nacional de Estadística) (2020). Encuesta sobre Equipamiento y Uso de Tecnologías de Información y Comunicación en los Hogares. Retrieved from https://www.ine.es/ss/Satellite?L=es_ES&c=INESeccion_C&cid=1259925528782&p=1254735110672&pagename=ProductosYServicios%2FPYSLayout
  • James, G., Witten, D., Hastie, T. & Tibshirani, R. (2013). An introduction to statistical learning. Springer Texts in Statistics. New York: Springer. https://www.doi.org/10.1007/978-1-4614-7138-7
  • Jia, P., Lu, Y. & Wajda, B. (2015). Designing for technology acceptance in an ageing society through multistakeholder collaboration. Procedia Manufact, 3, 3535-3542. https://www.doi.org/10.1016/j.promfg.2015.07.701
  • Kaufmann, L. & Rousseeuw P. J. (1990). Finding groups in data: an introduction to cluster analysis. Wiley Series in Probability and Statistics. Hoboken, NJ: John Wiley & Sons. https://www.doi.org/10.1002/9780470316801
  • Khasanah, F. N., Samsiana, S., Handayanto, R. T., Gunarti, A. S. S. & Raharja, I. (2020). Pemanfaatan Media Sosial dan Ecommerce Sebagai Media Pemasaran Dalam Mendukung Peluang Usaha Mandiri Pada Masa Pandemi Covid 19. Jurnal Sains Teknologi dalam Pemberdayaan Masyarakat, 1(1), 51-62. https://www.doi.org/10.31599/jstpm.v1i1.255
  • KPMG (2017). The truth about online consumers. 2017 Global Online Consumer Report. Retrieved from https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf
  • KPMG (2020). Cambio de canal: priorizando el e-commerce Gestionando el impacto económico y humano del COVID-19. Retrieved from https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF-2/Accenture-COVID-19-Channel-Shift-Prioritizing-Digital-Commerce-ES.pdf
  • Lambert-Pandraud, R., Laurent, G. & Lapersonne, E. (2005). Repeat purchasing of new automobiles by older consumers: Empirical evidence and interpretations. Journal of Marketing, 69, 97–113 (April). https://www.doi.org/10.1509/jmkg.69.2.97.60757
  • Llorente Barroso, C. & Sáez-Díez Rebanal, C. (2019). Los retos de las personas mayores ante el comercio electrónico: El caso de Amazon. Comunicação, Mídia e Consumo, 16 (45), 32-60. ISSN 1983-7070. https://www.doi.org/10.18568/cmc.v16i45.1883
  • Llorente-Barroso, C., Pretel-Jiménez, M., Abad-Alcalá, L., Sánchez-Valle, M. & Viñarás-Abad, M. (2018). Administración electrónica y comercio electrónico como instrumentos para un envejecimiento activo. Aula Abierta, 47(1), 87-96. https://www.doi.org/10.17811/rifie.47.1.2018.87-96
  • Llorente-Barroso, C., Kolotouchkina, O. & Mañas-Viniegra, L. (2021). The Enabling Role of ICT to Mitigate the Negative Effects of Emotional and Social Loneliness of the Elderly during COVID-19 Pandemic. Int. J. Environ. Res. Public Health, 18, 3923. https://www.doi.org/10.3390/
  • Milner, T. & Rosenstreich, D. (2013). Insights into mature consumers of financial services. Journal of Consumer Marketing, 30, 248–257. https://www.doi.org/10.1108/07363761311328919
  • Ministerio de Economía (2015). Plan de Transformación Digital de la Administración General del Estado y sus Organismos Públicos. (Estrategia TIC 2015-2020). Retrieved from https://administracionelectronica.gob.es/pae_Home/pae_Estrategias/Plan_Digitalizacion_AAPP/planes-anteriores.html?urlMagnolia=/pae_Home/pae_Estrategias/Estrategia-TIC/Estrategia-TIC-AGE.html
  • Muñoz-Gallego, P., González-Benito, O. & Garrido-Morgado, A. (2015). Economía del envejecimiento. Salamanca: Centro Virtual sobre el Envejecimiento, Fundación General de la Universidad de Salamanca. Retrieved from http://www.cvirtual.org/sites/default/files/site-uploads/docs/u28/file/web_estudio_economia_del_ envejecimiento_.pdf
  • National Institute on Aging (NIA) (2002). Making Your Website Senior Friendly. Tips from the National Institute on Aging and the National Library of Medicine. National Institute on Aging and the National Library of Medicine. Retrieved from https://goo.gl/8cYveh
  • ONTSI (2019). Indicadores comercio electrónico. Retrieved from https://www.ontsi.red.es/ontsi/sites/ontsi/files/2019-04/DossierComercioElectronicoFebrer19.pdf
  • ONTSI (2020). Dossier de indicadores sobre comercio electrónico. Retrieved from https://www.ontsi.red.es/sites/ontsi/files/2020-06/DossierIndicadoresComercioElectronicoJunio2020.pdf
  • Rodríguez, M. (2019). Comercio electrónico: tendencias en los hábitos de compra, el marco regulatorio y los valores éticos. Distribución y consumo, 29(158), 68-75. Retrieved from https://www.mercasa.es/media/publicaciones/257/Comercio_electronico_tendencias.pdf
  • Rybaczewska, M. & Sparks, L. (2021). Ageing consumers and e-commerce activities. Ageing and Society, 1-20. https://www.doi.org/10.1017/S0144686X20001932
  • Sala, E., Gaia, A. & Cerati, G. (2020). The Gray Digital Divide in Social Networking Site Use in Europe: Results from a Quantitative Study. Social Science Computer Review. Retrieved from https://journals.sagepub.com/doi/full/10.1177/0894439320909507
  • Sánchez-Valle, M., Viñarás-Abad, M. & Llorente-Barroso, C. (2017). Empowering the elderly and promoting active ageing through the Internet: the benefit of e-inclusion programmes. In I. Kollak (Ed.), Safe at home with assistive technology (pp. 95-108). Berlin: Springer.
  • Sánchez-Valle, M. S., Llorente-Barroso, C. & Abad-Alcalá, L. (2022). Perceptions and Attitudes of Spanish “Digital Seniors” Towards E-Government. International Journal of Electronic Government Research (IJEGR), 18(1), 1-19. https://www.doi.org/10.4018/IJEGR.297228
  • Web Accessibility Initiative (2010). Developing Websites for Older People: How Web Content Accessibility Guidelines (WCAG) 2.0 Applies. W3C. Retrieved from https://goo.gl/RLQW9h
  • Ye, L. & Yang, H. (2020). From digital divide to social inclusion: A tale of mobile platform empowerment in rural areas. Sustainability, 12(6), 2424. https://www.doi.org/10.3390/su12062424
  • Zamora Saiz, A., Quesada González, C., Hurtado Gil, L. & Mondéjar Ruiz, D. (2020). An Introduction to Data Analysis in R. Use R!. Springer International Publishing. https://www.doi.org/10.1007/978-3-030-48997-7
  • Zniva, R. & Weitzl, W. (2016). It’s not how old you are but how you are old: A review on aging and consumer behavior. Management Review Quarterly, 66(4), 267-297. https://www.doi.org/10.1007/s11301-016-0121-z
Fuente de los datos: Dialnet