DIGITAL CONSUMER IN SEGMENT OF SENIORS AND THEIR IMPACT ON DYNAMIZATION OF SERVICE ENTERPRISES
DIGITAL CONSUMER IN SEGMENT OF SENIORS AND THEIR IMPACT ON DYNAMIZATION OF SERVICE ENTERPRISES
Author(s): Miroslava ČukanováSubject(s): Social Sciences, Psychology, Business Economy / Management, Communication studies, Sociology of the arts, business, education, Marketing / Advertising, ICT Information and Communications Technologies, Business Ethics, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer; Gazelles; Innovation; Senior; Silver economy;
Summary/Abstract: Innovation and digital technology have become part of everyday life. Using of Internet and electronic services is in progress. However, seniors have a place in the contemporary digital world? The aim of this paper is to show the relationship between household spending (pensioner) and purchases of seniors over the Internet in the last 5 years. In this case we used methods of scientific work, correlation and regression analysis in 6 categories of seniors purchases through the Internet. Strong dependence was confirmed in category of purchases clothing, sporting goods. Proved relationship between seniors’ expenditure and online purchasing is proof of existing level seniors digital consumption. This is a precondition for coming dynamization enterprise in the service sector and thus a creation of Gazelles.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 26-34
- Page Count: 9
- Language: English