INFLUENCING FACTORS AND ROLE MECHANISMS OF OLDER CONSUMERS' VIRTUAL REALITY SHOPPING ACCEPTANCE INTENTION - AN EXTENDED STUDY BASED ON UTAUT THEORY

Abstract

Abstract: With the deep intertwining of population aging and digitalization, virtual reality (VR) shopping is reshaping the consumption scene as an emerging retail mode. However, as a marginalized population in the digital era, the willingness to accept VR shopping and the influence mechanism of the elderly have not yet received sufficient attention. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this study constructs an extended theoretical model of acceptance of VR shopping among elderly consumers by integrating elderly-specific variables such as perceived risk, trust, and technology anxiety. Through an empirical study of 389 elderly consumers aged 60 and above, structural equation modeling (SEM) analysis reveals that: performance expectation, effort expectation and social influence have a significant positive impact on the behavioral intention of elderly consumers, whereas trust plays a key mediating role in the process of technology acceptance, and perceived risk inhibits the intention to use significantly. The study reveals that older consumers' acceptance of VR shopping is not only driven by technical attributes, but also depends on the establishment of psychological security and social support networks. This finding provides a theoretical basis and a practical path for retailers to develop age-friendly VR shopping platforms and for governments to formulate digital inclusion policies, which is of great significance for bridging the silver-haired digital divide and promoting active aging.