TY - JOUR
T1 - It Don't Come Easy
T2 - Overcoming Obstacles to Technology Use Within a Resistant Consumer Group
AU - Gilly, Mary C.
AU - Celsi, Mary Wolfinbarger
AU - Schau, Hope Jensen
PY - 2012/3
Y1 - 2012/3
N2 - To identify ways in which resistance can be overcome and technology's potential realized, we study acceptance and use of a specific technology, the Internet, by a specific resistant group, older consumers. Using interviews and a survey of consumers who are over 65 years old, we discover that curiosity and proactive coping drive technology optimism, which then predicts adoption and heavier usage. Motivated seniors with technology discomfort get help to adopt and continued assistance to learn usage repertoires. Surprisingly, technology discomfort is positively rather than negatively related to usage enthusiasm. Implications are drawn for consumer groups resistant to technology.
AB - To identify ways in which resistance can be overcome and technology's potential realized, we study acceptance and use of a specific technology, the Internet, by a specific resistant group, older consumers. Using interviews and a survey of consumers who are over 65 years old, we discover that curiosity and proactive coping drive technology optimism, which then predicts adoption and heavier usage. Motivated seniors with technology discomfort get help to adopt and continued assistance to learn usage repertoires. Surprisingly, technology discomfort is positively rather than negatively related to usage enthusiasm. Implications are drawn for consumer groups resistant to technology.
UR - http://www.scopus.com/inward/record.url?scp=84858666373&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84858666373&partnerID=8YFLogxK
U2 - 10.1111/j.1745-6606.2011.01218.x
DO - 10.1111/j.1745-6606.2011.01218.x
M3 - Article
AN - SCOPUS:84858666373
SN - 0022-0078
VL - 46
SP - 62
EP - 89
JO - Journal of Consumer Affairs
JF - Journal of Consumer Affairs
IS - 1
ER -