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Socialisation Agents' Use(fulness) for Older Consumers Learning ICT.

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  • 1School of Economics, Finance and Marketing, College of Business, RMIT University, P.O. Box 2476, Melbourne, VIC 3001, Australia.

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Older adults often seek help with information and communication technologies (ICT) from younger family members. However, advice from non-familial sources significantly impacts their digital consumer role and ICT knowledge.

Keywords:
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Area of Science:

  • Consumer Behavior
  • Gerontology
  • Information Science

Background:

  • Older consumers face challenges adopting new information and communication technologies (ICT).
  • Understanding how older adults acquire ICT knowledge is crucial for digital inclusion.
  • Consumer socialization theory provides a framework for examining how individuals learn marketplace behaviors.

Purpose of the Study:

  • To investigate the socialisation agents older consumers prefer for learning about and troubleshooting ICT.
  • To examine the relationship between preferred socialisation agents and older adults' ICT knowledge and marketplace functioning.
  • To identify the most and second most likely sources of advice for ICT-related issues among older consumers.

Main Methods:

  • A survey of 871 older consumers in Victoria, Australia.
  • Participants identified their most and second most preferred socialisation agents for ICT advice.
  • Assessment of the usefulness of advice and estimation of personal ICT knowledge levels.

Main Results:

  • Younger family members are the primary socialisation agents for older consumers regarding ICT.
  • Non-familial sources play a vital role in preparing older adults for digital consumer roles.
  • ICT knowledge is significantly influenced by the second-choice socialisation agent, often not adult children.

Conclusions:

  • While family is a common first choice for ICT support, diverse socialisation agents are critical for older adults' digital competence.
  • The findings challenge the assumption that primary advice sources alone determine marketplace functioning and ICT knowledge.
  • Interventions should consider the impact of secondary advice sources on older adults' digital engagement.