Factores clave que determinan la relación y el uso del comercio electrónico por parte de las personas mayores en España

Marilé Pretel-Jiménez; Mónica Viñaras-Abad; Leopoldo Abad-Alcalá

doi:10.7764/cdi.53.39399

Authors

Marilé Pretel-Jiménez Universidad CEU San Pablo
Mónica Viñaras-Abad Universidad Complutense de Madrid
Leopoldo Abad-Alcalá Universidad CEU San Pablo

DOI:

https://doi.org/10.7764/cdi.53.39399

Keywords:

e-commerce, elder people, empowerment, active aging, Spain

Abstract

This paper analyzes e-commerce's challenges and opportunities for the over-60s and delves into the motivations and constraints that determine its use, as well as the vision of industry experts on this audience so that this population segment fully becomes part of a digitized society. It is estimated that in 30 years the over-60 population will go from 12% to 22% (Organización Mundial de la Salud, 2018). Europe and North America are the most aged areas in the world: it is estimated that, in 2050, one in four people could be 65 years old or older (United Nations, 2019). In Spain, the projections of the Institute for the Elderly and Social Services indicate that "in the year 2065 people over 80 years of age will represent 18.1% of the total population" (Vidal-Domínguez et al., 2017, p. 37. The study uses a methodological triangulation supported by two qualitative techniques, focus groups and the Delphi method. Four focus groups were conducted consisting of people over 60 years of age of both sexes who use the Internet, with diverse educational and socioeconomic levels, living in urban areas of variable size. The Delphi was made up by private sector experts in the field of e-commerce. The main conclusion is the absence of strategies and specific actions in commercial websites towards this growing population group and with an interest in increasing their digital skills.

Author Biographies

Marilé Pretel-Jiménez, Universidad CEU San Pablo

Adjunct Professor at the CEU San Pablo University in Madrid. She has a doctorate in Communication from the Complutense University of Madrid, with a six-year research period recognized by the CNEAI. Specialized in the development of branding strategies, her current lines of research revolve around digitization and social networks, artificial intelligence, brands and vulnerable audiences. She was Director of Client Services and Strategies at TBWA.

Mónica Viñaras-Abad, Universidad Complutense de Madrid

Professor at the Complutense University of Madrid, PhD from the Complutense University of Madrid, Accredited as Full Professor, has two six-year research periods recognized by the CNEAI. Her lines of research focus on the management of communication and public relations in organizations and their impact on society, communication in the cultural sector, the management of intangibles and Corporate Social Responsibility, with special attention to vulnerable audiences.

Leopoldo Abad-Alcalá, Universidad CEU San Pablo

Professor of Constitutional Law at CEU San Pablo University. Three six-year research periods recognized by the CNEAI. Member of nine competitive research projects financed by public institutions. Principal Investigator (PI) in the projects: “Elderly people, e-commerce and electronic administration: towards breaking the third digital divide” (CSO2015-66746-R) or “Digital Divide and Elderly People: Media literacy and e-inclusion ” (CSO2012-36872), both financed by the Ministry of Economy and Competitiveness within the National R&D Plan.

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