Abstract
Recent Continuous growth of eCommerce market has grown rapidly due to Covid19 pandemic in 2020 while non face to face industry has also been developed. Online shopping channels have been mainly used by younger generation, but as offline stores have been closed for a long time, previous generations have turned to online stores therefore senior generation emerged as new potential customer. This study aims to identify key signals important for active senior consumers to make purchase decisions in the emarketplace, which accounts for about 70% of the ecommerce. emarketplace. emarketplace can be distinguished between emarketplace owners, sellers, and consumers. Through this study, we will distinguish the key signals in the customers perspective that influence purchase intention through engagement behavior. In this process, effects were verified using variables to understand the psychological and behavioral indirect effects of senior consumers.
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