Abstract
AbstractThis study explored aging consumers' multichannel shopping experiences and identified factors that contribute to their satisfaction and shopping well‐being. We conducted 13 one‐on‐one semi‐structured interviews with informants 50 years or older in a metropolitan area in Canada and used a deductive approach to analyze the qualitative data. Aging consumers in this study focused on two‐channel shopping: brick‐and‐mortar and online stores. Participants emphasized the interactive engagement with sales associates, window shopping, and people‐watching as benefits of the brick‐and‐mortar experience, in addition to shopping as a tool for socialization and risk‐avoidance. For online shopping, participants underscored convenience and also concerns about privacy, security, financial risk, and product quality. Results indicate retailers' transparent practices will contribute to older adults' shopping well‐being.
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