The determinants of digital trust of senior consumers in the era of digital transformation
Article
Jun, M., Kim, M. and Han, J. 2022. The determinants of digital trust of senior consumers in the era of digital transformation. Knowledge Management Research. 23 (4), pp. 297-318. https://doi.org/10.15813/kmr.2022.23.4.014
Type | Article |
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Title | The determinants of digital trust of senior consumers in the era of digital transformation |
Alternative | 디지털 트랜스포메이션 시대, 시니어 소비자의 디지털 소비여건 신뢰 형성 요인 연구 |
Authors | Jun, M., Kim, M. and Han, J. |
Abstract | In order to improve the quality of consumption in senior generation, it is necessary to build trust in the digital consumption environment. However, there are limitations from previous researches on consumption in the digital environment that has mainly focused on Millennial and Z generations. Therefore, this study aims to examine the antecedents of digital consumption trust and to explore the market segments of senior generation created by the dynamics of these antecedents. In addition, in order to provide practical implications, we investigate the difference in the level of perceived digital consumption trust using segmentation. This study, therefore, used 2021 Korea's consumer life index data conducted by the Korea Consumer Agency for general consumers, and only consumer data of 60s and older are extracted for the analysis. As a result, we confirm from the main results that the three antecedents, consumer competency, perceived corporate responsibility, and local community's problem-solving environment, are significant in building the digital consumption trust in the senior generation. It is academically significant in this aspect to look at approaches to improve senior customers' trust in digital consumption circumstances by dividing generations because generations exhibit varying levels of understanding of online consumption or digital consumption conditions. It is academically significant in this aspect to look at approaches to improve senior customers' trust in digital consumption circumstances by dividing generations because generations exhibit varying levels of understanding of online consumption or digital consumption conditions. Additionally, it is proposed as a practical implication that it should be managed so that significant improvements of customers, businesses, and regional public institutions are developed in order to allow the senior consumers to prepare trusted digital consumption circumstances. |
Keywords | Senior consumers; Digital transformation; Digital consumption trust; Knowledge management; Consumer behavior |
Sustainable Development Goals | 10 Reduced inequalities |
Middlesex University Theme | Health & Wellbeing |
Publisher | Knowledge Management Society of Korea |
Journal | Knowledge Management Research |
ISSN | 1229-9553 |
Publication dates | |
Online | 24 Nov 2022 |
Dec 2022 | |
Publication process dates | |
Submitted | 22 Oct 2022 |
Accepted | 13 Nov 2022 |
Deposited | 31 Oct 2023 |
Output status | Published |
Publisher's version | License |
Copyright Statement | File made open as per terms at: http://www.kci.go.kr/kciportal/landing/article.kci?arti_id=ART002913... and http://doi.org/10.15813/kmr.2022.23.4.014. |
Digital Object Identifier (DOI) | https://doi.org/10.15813/kmr.2022.23.4.014 |
Language | Korean |
https://repository.mdx.ac.uk/item/w5272
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