Customized Decision Support for Older Adults in eCommerce Environments

在大多数发达国家，老年人是个人和工作场所增长最快的计算机和互联网用户群体。 与衰老过程相关的自然身体和认知变化导致该用户群在使用在线界面以及在电子商务环境中做出高质量决策方面遇到许多困难。这种情况最终使他们无法充分利用互联网，并导致他们对整体在线体验不太满意。 由于这一消费群体的规模和富裕程度不断增长，这也意味着在线供应商失去了机会。 拟议的研究计划的结果将导致显着推进我们对这一重要用户群体在做出电子商务决策时面临的具体挑战的理解;以及如何通过定制的决策支持来增强他们的电子商务决策能力，该决策支持是针对他们的认知需求和决策风格。这项研究的结果将通过在针对学术界和商业界的出版物和论坛上广泛传播我们的研究成果来丰富这一领域的文献。在线供应商可以利用这项研究计划下开发的研究结果和指导方针，以支持他们的老年消费者，为他们提供大幅增强的在线购物体验，从而有可能增强加拿大的电子商务经济。 拟议的研究计划将为研究生和本科生提供充足的培训机会，以培养实验设计，统计数据分析技术，可用性评估方法，定性数据分析方面的技能，以及培养加拿大电子商务行业高度需求的学术，技术和管理技能。

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.