NEW ERA OF HOME SHOPPING FOR ELDERLY PEOPLE WITH THE EMERGENCE OF GEN-AI ASSISTANCE

TV commerce's market share has declined as consumers prefer the convenience of online shopping or live commerce featured by smartphones. In the U.S., elderly consumers face challenges with live commerce due to limited technological accessibility and usability barriers, hindering their effective use of online shopping platforms. The emergence of voice-activated shopping devices, like Amazon Alexa, offers a promising solution, especially for individuals who prefer hands-free interactions. Integrating artificial intelligence (AI) with smart TVs creates opportunities for interactive shopping experiences, combining the engaging presentation of TV commerce with the simplicity of the shopping trend. Our research aims to investigate how incorporating AI-driven rich content capabilities into TV commerce can improve user experience, particularly for elderly consumers, and ultimately increase purchase engagement. This hybrid approach is expected to keep the advantage of using TV to provide a great show of product while also simplifying purchasing, personalizing services, and improving communication.