Differences in Drivers and Barriers of Online Shopping Intention between Young and Middle-Aged adults through the Application of Utaut Model and Innovation Resistance Theory: Gender as a Moderating Variable

Abstract

This research was conducted to examine and understand the drivers and barriers affecting the intention to shop online of middle-aged consumers. This research integrates the Unified Theory of Acceptance and Use of Technology (UTAUT) as a drive factor and the Innovation Resistance Theory as a barrier by comparing young to middle- aged consumers and gender moderation. Through the use of Partial Least Squares-Structural Equation Modeling, the findings show that, first, the main factor that drives middle-aged people intention in shopping online is Social Influence while among young adults, the drive is coming from Performance Expectation. Second, the study found that barrier for middle-aged consumers is Tradition, while Image becomes the main barrier for young adult. In addition, the findings also show that gender difference does not affect the driving factors and barriers in the two groups.