E-Commerce: Successful Strategies for Marketing to Seniors
전자상거래: 시니어 그룹을 타깃으로 한 성공적인 마케팅 전략
- 주제(키워드) e-commerce , senior citizens , marketing , website design
- 발행기관 고려대학교 국제대학원
- 지도교수 Jeong Hun Oh
- 지도교수 Jung-Ho Kim
- 지도교수 Jin-Sang Lee
- 발행년도 2012
- 학위수여년월 2012. 2
- 학위구분 석사
- 학과 국제대학원 국제학과
- 세부전공 국제통상전공
- 원문페이지 73 p
- 실제URI http://www.dcollection.net/handler/korea/000000033725
- 본문언어 영어
- 제출원본 000045692551
초록/요약
Business to consumer e-commerce companies have relatively ignored the senior market segment. These companies have traditionally targeted younger age demographics due to their high online presence, Internet literacy and experience with completing online transactions. However, these factors are now becoming characteristics of older age demographics and as a result, the online environment in which business to consumer e-commerce companies operate in is rapidly changing. This paper explains the reasons why e-commerce companies should adopt separate marketing strategies toward the senior market segment. Next, it seeks to identify key drivers that will increase the senior market segments engagement with online companies. A modified Technology Acceptance Model (TAM) is used and applied to e-commerce adoption and the senior market segment in order to predict favorable variables which will increase the conversion rates within this segment. The external variables used in the modified TAM are website usability, trust and products and services. These variables are the key drivers for increasing online sales to the senior market segment and this paper will provide strategies for maximizing the potential of these three drivers.
more목차
I. INTRODUCTION 1
II. LITERATURE REVIEW 5
III. SENIOR MARKET: CHARACTERISTICS 10
3.1 Rapidly Expanding Market Size 10
3.2 Purchasing Power 11
3.3 Increasing Online Presence 12
3.4 Changing Dynamics 13
3.5 Prediction: Increasing Trend in Online Purchases 15
IV. CASE STUDIES: OBSTACLES FOR SELLING TO SENIORS 19
4.1 Website Design and Product and Service Characteristics 19
4.2 Trust and Risk Aversion 21
V. TECHNOLOGY ACCEPTANCE MODEL (TAM) 24
5.1 TAM Original Model 24
5.2 TAM Applied to E-Commerce 25
5.3 TAM Applied to E-Commerce and Senior Citizens 26
VI. E-COMMERCE AND SENIORS: SOLUTIONS 29
6.1 Website Design 29
6.2 Trust: Credibility and Consumer Relations Management 44
6.3 Product and Service Characteristics 49
VII. CONCLUSION 51
7.1 Implications 51
7.2 Future Research 52
REFERENCES 54
