The effect of older adults’ age identity on attitude toward online travel websites and e-loyalty

摘要

Purpose: This study aims to identify the effect of age identity on attitude to online sites, examine the impact of this attitude on e-loyalty and investigate the moderating effect of motivational orientation. Design/methodology/approach: A survey was distributed to an online panel consisting of US-based adults older than 50 and usable data were collected from 284 participants, followed by an analysis using structural equation modeling. Findings: Psychological and social age negatively influenced older adults’ attitude toward travel websites. Recreation-oriented motivation influenced the effect of online attitude on e-loyalty more strongly than did task-oriented motivation. Originality/value: Unlike previous studies, the current study provided several managerial implications for e-marketers intending to attract older adults by adopting the multidimensional scale of age identity to predict older adults’ online attitude.