An Analysis of How Smart Home Product Attributes Influence Older Adults’ Avoidance Psychology: The Sequential Mediation Role of Product Identity and Trust

As an effective method of improving the quality of life of older adults, smart home products have seen significant development and increased popularity in recent years. However, studies on the anti-consumption behaviors of older adults regarding these products remain relatively limited. Therefore, this study aims to investigate the avoidance behavior of older adults toward smart home products by investigating product attributes. The study proposes a theoretical model, "product attributes-product Identity-trust-avoidance behavior", to explore the underlying mechanisms of avoidance behavior from both the psychological and the behavioral perspectives. Based on data from 506 valid questionnaires, the findings reveal that product attributes, product identity, and trust can significantly and negatively impact the avoidance behavior toward smart home products. In addition, product identity and trust play significant mediating and serial mediating roles between product attributes and smart home product avoidance behaviors. These findings provide valuable insights for smart home product manufacturers seeking to understand the avoidance behavior of older adults concerning their products. They also offer valuable guidance on design concepts, marketing strategies, and market formulation, providing new theoretical and practical recommendations for expanding the smart home market for older adults.