Exploring the determinants of online purchase intention for aging-friendly products: evidence from senior consumers in urban Chinese context

This study examines the determinants of older adults' intention to purchase aging-friendly products via online shopping platforms, focusing on senior consumers in Guangzhou, China. Drawing on the Technology Acceptance Model and the Theory of Planned Behavior, it addresses the growing need to understand digital consumption behaviors among aging populations and the factors shaping their engagement in online marketplaces. A structural model was developed to evaluate the effects of digital literacy, trusting beliefs in online shopping, technology anxiety, economic cost, and subjective norms on purchase intentions, using data collected through self-administered questionnaires from 546 adults aged 60 and above. Structural equation modeling was employed to test the hypothesized relationships. The analysis identified cognitive, emotional, social, and economic dimensions as significant contributors to intention formation, with trusting beliefs further reinforcing older adults' willingness to engage in online purchasing. Overall, the study refines technology-acceptance frameworks for aging populations and underscores the need for digital inclusion strategies supported by public institutions, online retailers, aging-friendly manufacturers, and family caregivers.