It Don't Come Easy: Overcoming Obstacles to Technology Use Within a Resistant Consumer Group

Mary C. Gilly, Mary Wolfinbarger Celsi, Hope Jensen Schau

Research output: Contribution to journalArticle

18 Scopus citations

Abstract

To identify ways in which resistance can be overcome and technology's potential realized, we study acceptance and use of a specific technology, the Internet, by a specific resistant group, older consumers. Using interviews and a survey of consumers who are over 65 years old, we discover that curiosity and proactive coping drive technology optimism, which then predicts adoption and heavier usage. Motivated seniors with technology discomfort get help to adopt and continued assistance to learn usage repertoires. Surprisingly, technology discomfort is positively rather than negatively related to usage enthusiasm. Implications are drawn for consumer groups resistant to technology.

Original languageEnglish (US)
Pages (from-to)62-89
Number of pages28
JournalJournal of Consumer Affairs
Volume46
Issue number1
DOIs
StatePublished - Mar 1 2012

ASJC Scopus subject areas

  • Sociology and Political Science
  • Economics, Econometrics and Finance(all)

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