Online Shopping Scale Development for Aged 65+ Consumers

The elderly consumer market is growing rapidly. In this context, the behavior of elderly consumers is worth examining in terms of marketing discipline as all disciplines. We have observed the gap in the literature on this issue, and we highlight the absence of measurement tool that aims to evaluate the specific barriers and drivers of consumers over 65+ both in Türkiye and in the world. The aim of the study is to develop two different scales, specific barriers and drivers of consumers aged 65+ in terms of online shopping, that are valid and reliable. The study was structured based on the scale development process, which was conducted in three-phases. Firstly, existing scales were reviewed and conducted face-to-face interview to determine the initial items. EFA was performed to determine the factor structure of the scale in the second stage. In the final stage, CFA, reliability analyses, and convergent-discriminant validity analyses were performed. According to the results of the EFA and CFA, The Scale of Barriers to Online Shopping (B-OS) and The Scale of Drivers of Online Shopping (D-OS), which is a valid and reliable measurement instrument consisting was obtained. B-OS consists of 5 dimensions and 16 items, while D-OS consists of 4 dimensions and 13 items. As a result of the study, socio-cultural oriented dimensions were discovered. We expect the scales developed in this study will contribute to the field in terms of identifying and making sense of barriers to and drivers of the online shopping behaviors of consumers aged 65+.