Older Adults’ Use of New Media

The purpose of this research is to investigate which variables determine older adults’ intentions to use new media (internet and digital TV). Individual differences (risk aversion, innovativeness) and social influences (internalization, identification and compliance) were included in TAM (Davis, 1986) as key determinants that influence use of new media. Our study confirms the importance of perceived ease of use, and demonstrates that (1) other beliefs (i.e. internalization, identification, compliance) and (2) individual characteristics (innovativeness, risk aversion) can significantly influence older adults’ intentions to use new media. Perception of usefulness did not influence older adults’ intention to use new media.


Iris Vermeir and Neal Van Loock (2010) ,"Older Adults’ Use of New Media", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 919-920 .


Iris Vermeir, University College Ghent & Ghent University, Belgium
Neal Van Loock, University College Ghent, Belgium


NA - Advances in Consumer Research Volume 37 | 2010

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