A Study on the Digital Trade Transaction Paradigm of Middle-Aged and Senior Citizens in Korea: The Mediating Effect of E-commerce Usage Level

Abstract

Purpose - The paradigm of digital transactions is gradually changing as the elderly surfers are attracting attention as a new consumption group, but there is a lack of research on the relationship between digital transformation awareness, digital economic activity, and the mediating effect of e-commerce usage level among the elderly in Korea. The purpose of this study is to predict the change in the digital paradigm of the Middle-Aged and elderly in Korea, and to consider what efforts should be made by individuals, companies, and governments in the digital age. 
 Design/Methodology/Approach - A total of 2,300 questionnaire data from 547 individuals in their 50s, 957 in their 60s, and 796 in their 70s and above were collected from September to December of 2020 and analyzed using SPSS 29.0, and a mediation effect analysis was conducted using Process Macro Model 4 to test the mediating effect of e-commerce usage level.
 Findings - First, it was analyzed that digital transformation awareness, social capital, and digital self-efficacy all have a positive effect on e-commerce usage level and life satisfaction. Second, social capital has no significant effect on digital economic activities. Third, e-commerce usage level plays a mediating role when digital transformation awareness and social capital affect life satisfaction.
 Research Implications - The practical implications of this study are that digital transformation awareness, social capital, and digital self-efficacy can be further enhanced by increasing the level of e-commerce use by the elderly in real life, which will increase their digital economic activity and life satisfaction.