Customized Decision Support for Older Adults in eCommerce Environments

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Older adults are the fastest growing computer and Internet user group in both personal and workplace contexts in most developed countries. The natural physical and cognitive changes associated with the aging process result in many difficulties for this user group with online interfaces as well as in being able to make high quality decisions in eCommerce contexts. This situation ultimately deprives them from reaping the full utility of the Internet and causes them to be less satisfied with their overall online experiences. It also translates into a lost opportunity for online vendors due to the growing size and affluence of this consumer group. The outcomes of the proposed program of research will result in significantly advancing our understanding of the specific challenges facing this important user group in making eCommerce decisions; and how to enhance their eCommerce decision making abilities through customized decision support that is tailored to their cognitive needs and decision making styles. The results of this research will enrich the literature in this field through the wide dissemination of our research findings in publications and forums targeted at both the academic and business communities. Online vendors could leverage the findings and guidelines developed under this research program to support their older adult consumers affording them substantially enhanced online shopping experiences and, thus by, potentially enhancing the Canadian eCommerce economy. The proposed program of research will provide graduate and undergraduate students with ample training opportunities to develop skills in experimental design, statistical data analysis techniques, usability assessment methods, qualitative data analysis as well as developing academic, technical and managerial skills that are highly in demand within the Canadian eCommerce industry.