Goal-Orientation Theory and Elderly Consumers’ Intentions to Use Mobile Applications For Entertainment Purposes

Annie Chen, University of Westminster, UK
Norman Peng, University of Westminster, UK
To examine Chinese elderly consumers’ intention to use mobile applications to play online games, this research adopts the goal-orientation theory and incorporates hedonic value as a moderate. The results show performance-prove goal orientation and performance-avoid goal orientation will affect consumers’ intention. Moreover, hedonic value will moderate these relationships.
[ to cite ]:
Annie Chen and Norman Peng (2013) ,"Goal-Orientation Theory and Elderly Consumers’ Intentions to Use Mobile Applications For Entertainment Purposes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.