Investigating the Drivers of E-Commerce Continuance Intentions Among Older Consumers in Latin America

This study investigates the drivers of e-commerce continuance intentions among older consumers in Latin America. It employs the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) to develop and test a conceptual model of e-commerce adoption for older adults in Chile. Data were collected through an online survey involving 202 participants aged 65 and over. The findings reveal that attitude toward e-commerce and three UTAUT2 predictors—performance expectancy, effort expectancy, and social influence—are significantly related to e-commerce continuance intentions. Consumer innovativeness also has an indirect relationship through its impact on attitudes toward e-commerce. Additionally, facilitating conditions and habit are indirectly and significantly related to e-commerce continuance intentions through their influence on effort expectancy. However, hedonic motivation, perceived privacy risk, and health condition do not serve as significant predictors of e-commerce continuance intentions. This study enhances the understanding of older consumers’ intentions to continue adopting e-commerce in a Latin American country.