When you are kindly asked to stay at home
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Purpose: The aim is to apply technology acceptance research on elderlies’ use of digital services during a global pandemic, where risks associated with the corresponding physical alternatives are obvious but use is voluntary. By examining constructs based on a modified UTAUT2 framework, the following research question will be answered: Which factors influence elderlies' intention to use digital services in the context of soft recommendations during the Covid-19 pandemic?
Methodology: This is a quantitative research with a deductive approach and the study takes on a positivistic research philosophy. Data was gathered using an online survey. The collected data was then analyzed in SPSS using factor analysis and multiple regression... (More) - Purpose: The aim is to apply technology acceptance research on elderlies’ use of digital services during a global pandemic, where risks associated with the corresponding physical alternatives are obvious but use is voluntary. By examining constructs based on a modified UTAUT2 framework, the following research question will be answered: Which factors influence elderlies' intention to use digital services in the context of soft recommendations during the Covid-19 pandemic?
Methodology: This is a quantitative research with a deductive approach and the study takes on a positivistic research philosophy. Data was gathered using an online survey. The collected data was then analyzed in SPSS using factor analysis and multiple regression analysis. The multiple regression analysis was used in order to reject or confirm the hypotheses.
Theoretical perspective: This study focused on reviewing previous literature regarding technology acceptance, Covid-19 and the perceived risks of using physical services as well as the uniqueness of services. Furthermore, the theoretical framework used for this research is a modified UTAUT2 model with the added constructs of Perceived risk of physical services and Perceived risk of digital services, thus theories connected to UTAUT2 have been reviewed.
Empirical data: Empirical data was gathered through an online questionnaire. The questionnaire included 35 items formulated as assertions and 117 responses were obtained.
Conclusion: In Sweden, where soft Covid-19 restrictions apply, elderlies’ intentions to use digital services are actually influenced by governmental recommendations and behavioural influence from people in their close proximity as well as their user habits, rather than their own perceived risk connected to the use of the physical alternative.
Practical implications: The use of the adapted UTAUT2 framework is contributing to the research field of technology acceptance by including the perceived risks associated with the corresponding physical alternative from a consumer perspective. For managerial implications, results suggest the use of word-of-mouth, influencers and personalized communication for digital marketing purposes aimed towards elderlies. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9049587
- author
- Corell, Rebecka LU and Mössler Färdig, Therese LU
- supervisor
- organization
- alternative title
- A quantitative study on elderlies' behavioral intention to use digital services in the Swedish Covid-19 context
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Digital services, Covid-19, Elderly, UTAUT2, Perceived risk
- language
- English
- id
- 9049587
- date added to LUP
- 2021-06-29 14:19:44
- date last changed
- 2021-06-29 14:19:44
@misc{9049587,
abstract = {{Purpose: The aim is to apply technology acceptance research on elderlies’ use of digital services during a global pandemic, where risks associated with the corresponding physical alternatives are obvious but use is voluntary. By examining constructs based on a modified UTAUT2 framework, the following research question will be answered: Which factors influence elderlies' intention to use digital services in the context of soft recommendations during the Covid-19 pandemic?
Methodology: This is a quantitative research with a deductive approach and the study takes on a positivistic research philosophy. Data was gathered using an online survey. The collected data was then analyzed in SPSS using factor analysis and multiple regression analysis. The multiple regression analysis was used in order to reject or confirm the hypotheses.
Theoretical perspective: This study focused on reviewing previous literature regarding technology acceptance, Covid-19 and the perceived risks of using physical services as well as the uniqueness of services. Furthermore, the theoretical framework used for this research is a modified UTAUT2 model with the added constructs of Perceived risk of physical services and Perceived risk of digital services, thus theories connected to UTAUT2 have been reviewed.
Empirical data: Empirical data was gathered through an online questionnaire. The questionnaire included 35 items formulated as assertions and 117 responses were obtained.
Conclusion: In Sweden, where soft Covid-19 restrictions apply, elderlies’ intentions to use digital services are actually influenced by governmental recommendations and behavioural influence from people in their close proximity as well as their user habits, rather than their own perceived risk connected to the use of the physical alternative.
Practical implications: The use of the adapted UTAUT2 framework is contributing to the research field of technology acceptance by including the perceived risks associated with the corresponding physical alternative from a consumer perspective. For managerial implications, results suggest the use of word-of-mouth, influencers and personalized communication for digital marketing purposes aimed towards elderlies.}},
author = {{Corell, Rebecka and Mössler Färdig, Therese}},
language = {{eng}},
note = {{Student Paper}},
title = {{When you are kindly asked to stay at home}},
year = {{2021}},
}