B2C E-Commerce Adoption among Elders in Greece

  • Irena Atanasova South-West University "Neofit Rilski"
  • Vasileios Gerakis South-West University “Neofit Rilski”, Bulgaria
Keywords: E-commerce adoption, older people, Greece, individual characteristics


The use of e-commerce has a lot of potential to make the lives of older people better. It could give them power, the ability to manage and control their finances, lower care costs, and make them less reliant on others, so they could live on their own. Using a questionnaire survey, this study looks at whether individual characteristics of older Greek people could affect their adoption of e-commerce. Eight variables that could be linked to adoption: gender, age, marital status, residential status, level of education, experience with information technology, employment status, and income were examined. The results show that age, gender, residential status, education level, employment status, and income all play a big role in how older people shop online. The results of this study help service providers and the government understand how older people's individual characteristics affect online shopping. As a result, this knowledge would help them find and use the right strategies to improve online shopping.


Anvari, R. D. and Norouzi, D. (2016) „The impact of e-commerce and R&D on economic development in some selected countries“, Procedia-Social and Behavioral Sciences, 229, 354-362.

Ariansyah, K., Sirait, E. R. E., Nugroho, B. A. and Suryanegara, M. (2021) „Drivers of and barriers to e-commerce adoption in Indonesia: Individuals’ perspectives and the implications“, Telecommunications Policy, 45(8), 102219.

Azevedo, S., Pereira, M. M., Ferreira, J. J. and Pedroso, V. (2008) „Consumer Buying Behaviour in Fashion Retailling: Empirical Evidences“, Available at SSRN 1303718.

Bagchi, K. (2005) „Factors contributing to global digital divide: Some empirical results“, Journal of Global Information Technology Management, 8(3), 47-65.

Berner, J., Rennemark, M., Jogréus, C., Anderberg, P., Sköldunger, A., Wahlberg, M. and Berglund, J. (2015) „Factors influencing Internet usage in older adults (65 years and above) living in rural and urban Sweden“, Health informatics journal, 21(3), 237-249.

Brynjolfsson, E. and Smith, M. D. (2000) „Frictionless commerce? A comparison of Internet and conventional retailers“, Management science, 46(4), 563-585.

Burke, R. R. (2002) „Technology and the customer interface: what consumers want in the physical and virtual store“, Journal of the academy of Marketing Science, 30(4), 411-432.

Cardona, M., Duch-Brown, N., Francois, J., Martens, B. and Yang, F. (2015) „The macro-economic impact of e-commerce in the EU digital single market (No. 2015/09)“, Institute for Prospective Technological Studies Digital Economy Working Paper.

Chang, H.H. and Chen, S.W. (2008) “The impact of customer interface quality, satisfaction and switching costs on e-loyalty: internet experience as a moderator”, Computers in Human Behavior, Vol. 24 No. 6, pp. 2927-2944.

Cheema, A. and Papatla, P. (2010) “Relative importance of online versus offline information for internet purchases: product category and Internet experience effects”, Journal of Business Research, Vol. 63 No. 9, pp. 979-985.

Chong, W. K., Shafaghi, M. and Tan, B. L. (2011) „Development of a business‐to‐business critical success factors (B2B CSFs) framework for Chinese SMEs“, Marketing Intelligence & Planning.

Clarke, G., Thompson, C. and Birkin, M. (2015) „The emerging geography of e-commerce in British retailing“, Regional Studies, Regional Science, 2(1), 371-391.

Corbitt, B. J., Thanasankit, T. and Yi, H. (2003) „Trust and e-commerce: a study of consumer perceptions“, Electronic commerce research and applications, 2(3), 203-215.

Dani, N. J. (2017) „A Study on Consumers’ Attitude Towards Online Shopping“, International Journal of Research in Management & Business Studies, 4(3), 42-46.

Ebbinghaus, B. (2021) „Inequalities and poverty risks in old age across Europe: The double‐edged income effect of pension systems“, Social Policy & Administration, 55(3), 440-455.

Eurostat. (2020c) Regional diversity in the EU – how does your region fare? Available at https://ec.europa.eu/eurostat/documents/2995521/11337697/1-18092020-AP-EN.pdf [Accessed: 23 June 2022]

Eurostat (2020) Internet purchases by individuals (2020 onwards). Available at https://ec.europa.eu/eurostat/databrowser/bookmark/b72cd4f7-724e-4297-b05d-cde8870969b2 [Accessed: 23 June 2022]

Hashim, A., Ghani, E. K. and Said, J. (2009) „Does consumers’ demographic profile influence online shopping?: An examination using Fishbein’s theory“, Canadian Social Science, 5(6), 19-31.

Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (1995) „Multivariate date analysis with readings“, Englewood Cliff, NJ: Prentce.

Hernández, B. , Jiménez, J. and Martín, M.J. (2010) “Customer behavior in electronic commerce: the moderating effect of e-purchasing experience”, Journal of Business Research, Vol. 63 Nos 9-10, pp. 964-971.

Internet World Statistics, (2020) „Internet user’s distribution in the world. Internet World Statistics“. [online] Available at: www.internetworldstats.com [Accessed: 23 June 2022]

Jen-Hung, H. and Yi-Chun, Y. (2010) „Gender differences in adolescents’ online shopping motivations“, African journal of business management, 4(6), 849-857.

Kaye, H. S. (2000) „Computer and Internet use among people with disabilities“ (Vol. 13). US Department of Education, National Institute on Disability and Rehabilitation Research.

Lee, J. W. (2010) „The roles of demographics on the perceptions of electronic commerce adoption“, Academy of Marketing Studies Journal, 14(1), 71-89.

Lian, J. W. and Yen, D. C. (2014) „Online shopping drivers and barriers for older adults: Age and gender differences“, Computers in human behavior, 37, 133-143.

Linda, S. L. A. I. (2010) „Social commerce–e-commerce in social media context“, World Academy of Science Engineering and Technology, 72, 39-44.

Liebermann, Y. and Stashevsky, S. (2002) „Perceived risks as barriers to Internet and e‐commerce usage“, Qualitative Market Research: An International Journal.

Lipovetsky, S. and Conklin, M. (2004) „Decision making by variable contribution in discriminant, logit, and regression analyses“, International Journal of Information Technology & Decision Making, 3(02), 265-279.

Lyberaki, A. (2018) „The family, the elderly and the crisis“, Ageing in the Crisis: Experiences from Greece, 4, 87.

McCloskey, D. W. (2006) „The importance of ease of use, usefulness, and trust to online consumers: An examination of the technology acceptance model with older customers“, Journal of Organizational and End User Computing (JOEUC), 18(3), 47-65.

McCloskey, D. W. and Leppel, K. (2010) „The impact of age on electronic commerce participation: an exploratory model“, Journal of Electronic Commerce in Organizations (JECO), 8(1), 41-60.

Naseri, M. B. and Elliott, G. (2011) „Role of demographics, social connectedness and prior internet experience in adoption of online shopping: Applications for direct marketing“, Journal of Targeting, Measurement and Analysis for Marketing, 19(2), 69-84.

Pérez-Hernández, J. and Sánchez-Mangas, R. (2011) „To have or not to have Internet at home: Implications for online shopping“, Information Economics and Policy, 23(3-4), 213-226.

Siyal, M. Y., Chowdhry, B. S. and Rajput, A. Q. (2006) „Socio-economic factors and their influence on the adoption of e-commerce by comsumers in Singapore“, International Journal of Information Technology & Decision Making, 5(02), 317-329.

Stournaras Y. (2019) „The Greek economy 10 years after the crisis and lessons for the future both for Greece and the Eurozone“ [Speech audio recording]. BIS. Available at https://www.bis.org/review/r190816e.htm [Accessed: 23 June 2022]

Statista. (2020) „E-commerce Worldwide - Statistics & Facts“, Available at: https://www.statista.com/topics/871/online-shopping. [Accessed: 23 June 2022]

Sudbury, L. and Simcock, P. (2009) „Understanding older consumers through cognitive age and the list of values: A UK‐based perspective“, Psychology & Marketing, 26(1), 22-38.

Taylor, W. J., Zhu, G. X., Dekkers, J. and Marshall, S. (2003) „Factors affecting home internet use in Central Queensland“, Informing Science Journal, 6(1), 573-588.

Uncles, M., and Lee, D. (2006), „Brand purchasing by older consumers: An investigation using the Juster scale and the Dirichlet model“, Marketing Letters, 17(1), 17-29.

Willis, J. L. (2004) „What impact will e-commerce have on the US economy?“, Economic Review-Federal Reserve Bank of Kansas City, 89, 53-68.

Wilson, R. K., Wallin, J. S. and Reiser, C. (2003) „Social Stratification and the Digital Divide“, Social Science Computer Review, 21(2), 133-143.

Zatonatska, T. (2018) „Models for analysis of impact of the e-commerce on indicators of economic development of Ukraine, Poland and Austria“.

Zhu, S. and Chen, J. (2013) „The digital divide in individual e-commerce utilization in China: Results from a national survey“, Information development, 29(1), 69-80.

How to Cite
Atanasova, I., & Gerakis, V. (2023). B2C E-Commerce Adoption among Elders in Greece. Review of Applied Socio-Economic Research, 25(1), 112-124. https://doi.org/10.54609/reaser.v25i1.327