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Innovation Behavior of Older Consumers

An Empirical Analysis of Older and Younger Consumers’ Determinants of Consumer Electronic Products Ownership

Series:

Armin Tank

This book picks up two mega trends: On the one hand population figures demonstrate the structural transition of the majority of western industrial nations. This demographic change has manifold consequences, especially on companies and their clients. On the other hand most of the markets are characterized by increasingly shorter product life cycles and global competition. The commercialization of innovations represents one possibility to remain competitive in this environment. The author connects important aspects of these two subject matters and identifies existing differences in the consumer behavior of older and younger individuals regarding innovative consumer electronic devices – a product category that is characterized by an exceptionally high pace of innovation.

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5 Empirical Analysis

Extract

The literature review displays an inconsistent picture of the general innovative- ness and innovation behavior of the elderly compared to younger consumers. Regarding innovative CEP, a first assessment of secondary data revealed that older consumers possess less CEP – especially less innovative CEP. Therefore the aim of this study is to thoroughly analyze whether the cues of age related differences in CEPO can be confirmed and, if yes, what reasons can be found to explain these differences. First of all, the hypotheses derived from gerontological and innovation related studies are summarized and the research strategy used to test these hypotheses is outlined (Ch. 5.1). The focus is on the operationalization of theoretical con- structs (s. Ch. 5.2) as well as on the questionnaire development and data collec- tion (Ch. 5.3) prior to discussing the theoretical background and assumptions of the data analysis methods which are needed to answer the research questions (Ch. 5.4). In Chapter 5.5 the collected data is analyzed. Furthermore the survey participants are described and the ownership of CEP is analyzed. The scale de- velopment is subject of Chapter 5.6. In the last section of Chapter 5 the concrete hypotheses are tested and research questions are answered by the use of the col- lected data (Chapter 5.7). 5.1 Summary of Hypotheses and Research Strategy As will be shown later in more detail, the respondents are grouped into three age groups: The “young” group (G1) includes individuals aged 18-34 years, fol- lowed by the “middle-aged” group (G2) which includes...

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