Sustainable Digital Marketing: Factors of Adoption of M-Technologies by Older Adults in the Chinese Market

A rapidly graying population has coincided with the widespread use of information technology (IT) since the turn of the 20th century. As the elderly are less familiar with IT, paying attention to the acceptance of the rapidly evolving digital marketing ecosystem is essential. Engagement with consumers and M-technologies is one of the most significant aspects of the digital marketing environment. The technology acceptance model (TAM) and the theory of planned behavior (TPB) were used to develop the theoretical framework of this study. Using technological anxiety as a moderating variable, we tested the theoretical model linking perceived value, subjective norm, effort expectancy, performance expectancy, and self-efficacy to measure older adults' attitudes and intentions toward M-technology. Sample sizes of 251 respondents were selected with 95% confidence. To analyze the relationships between the variables proposed, structural equation modeling (SEM) was implemented. The results revealed that perceived value positively affects performance expectancy, effort expectancy, self-efficacy, subjective norm, attitude, and intention to adopt M-technology. Furthermore, technology anxiety moderated the effect of intention toward M-technology. The results explain that technology anxiety dampens the positive impact of the attitude of older adults on their intention to adopt M-technology. Managers must address this issue while developing marketing strategies for elderly consumers.