Abstract
This article focuses on examining the determinants and mediators of the purchase intention of non-online purchasers between ages 31 and 60 who mostly have strong purchasing power. It proposes a new online purchase intention model by integrating the technology acceptance model with additional determinants and adding habitual online usage as a new mediator. Based on a sample of more than 300 middle-aged non-online purchasers, beyond some situationally-specific predictor variables, online purchasing attitude and habitual online usage are key mediators. Personal awareness of security only affects habitual online usage, indicating a concern of middle-aged users. Habitual online usage is a more influential mediator than attitude for enhancing the perceptual online purchase readiness. Once a strong habit forms, behavioral intention is guided by habit not attitude. This model illustrates the role of habitual online usage related to purchase intentions. The findings have implications for researchers, online marketers and retailers with targets in the middle-aged market segment, assisting them to understand the target group’s characteristics and formulate better online strategies.
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