Heterotrait-Monotrait ratio.

In the current severe aging of the population, the problem of "digital divide" of the elderly has become increasingly prominent, and the elderly market represents a vast demographic that is increasingly becoming an important customer segment for mobile shopping in the future. However, there is currently insufficient attention given to the research on mobile shopping behavior among older adults. This study tries to answer what are the driving factors of mobile phone shopping behavior among the elderly? The purpose of this study is to analyze the factors that drive the elderly’s mobile phone shopping behavior, and to establish a mobile phone shopping acceptance model for the elderly to predict the factors of the elderly’s behavioral intention of using smart phones. Based on the second edition of Unified Theory of Acceptance and Use of Technology theory (UTAUT 2), this study proposed a mobile phone shopping acceptance model for the elderly. The study collected valid data from 389 Chinese elderly people through questionnaires and analyzed them using structural equation models. The results showed that utilitarian, anxiety, trust, performance expectancy, effort expectancy, social influence, facilitating conditions and habit directly impact the older adults’ intention to engage in mobile shopping. Additionally, facilitating conditions, habit and the older adults’ intention to engage in mobile shopping act as driving factors for actual use behavior. This study further expands the UTAUT theoretical model, provides a theoretical basis for the research of mobile shopping behavior of the elderly, and enricues the application groups and fields of the UTAUT theoretical model. The results of this study provide inspiration for the development, design and marketing of age-appropriate mobile shopping products, and contribute to the realization and further adoption of age-appropriate mobile shopping, and also contribute to promoting the active aging of the elderly.

当前人口老龄化形势严峻，老年人的‘数字鸿沟’问题日益凸显；老年市场作为规模庞大的人口细分群体，正逐步成为未来移动购物的重要客群。然而，当前针对老年人移动购物行为的研究仍显不足。本研究旨在解答老年人移动购物行为的驱动因素为何这一核心问题，通过分析老年人移动购物行为的驱动因子，构建适老化移动购物接受模型，以预测老年人使用智能手机进行移动购物的行为意向影响因素。本研究以技术接受与使用统一理论第二版（Unified Theory of Acceptance and Use of Technology 2, UTAUT 2）为基础，提出了面向老年人的移动购物接受模型。研究通过问卷调研收集了389名中国老年人的有效数据，并采用结构方程模型进行分析。结果显示，功利价值、焦虑情绪、信任程度、绩效期望、努力期望、社会影响、促成条件以及使用习惯，均会直接影响老年人进行移动购物的行为意向。此外，促成条件、使用习惯以及老年人的移动购物行为意向，会作为实际使用行为的驱动因子。本研究进一步拓展了UTAUT理论模型的应用边界，为老年人移动购物行为研究提供了理论支撑，同时丰富了该理论模型的应用群体与应用领域。本研究结果可为适老化移动购物产品的研发、设计与营销提供参考思路，有助于推动适老化移动购物的落地与进一步普及，同时对促进老年人积极老龄化具有积极意义。