Abstract

VILLAREJO-RAMOS, Ángel F.; RONDAN-CATALUNA, Francisco J.  and  REVILLA-CAMACHO, María-Ángeles. TYPOLOGY OF ONLINE SHOPPERS OVER 55. Innovar [online]. 2016, vol.26, n.59, pp.61-72. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v26n59.54323.

Age is considered one of the key risk variables of social exclusion on the population, especially in regards to the use of new technologies in general and the internet in particular. This has affected a growing concern for the study of the group of people over 55 years and its particularities in terms of access, use and exploitation of ICT (Information and Communications Technologies). However, efforts have mainly focused on the analysis of the elderly group as one, which has led to establish their behavioral profiles as compared to other age groups. In this research, with a useful sample of 595 people over 55, we start from considering this group as heterogeneous one, with different characteristics and conditions related to internet use, proposing a latent class model that allows us to establish three profiles of elder internet surfers based on the use of an advanced service as online shopping.

Clasificación JEL: J11, M30, O33.

Keywords : Elderly; online shopping; internet; segmentation; e-commerce.

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