Bae, Hyeyoon; Jo, Sang Hyun; Lee, Euehun - In: Journal of Services Marketing 35 (2020) 1, pp. 41-53
Purpose: The purpose of this study is to advance the understanding of consumer innovativeness during aging. This study explores why older consumers have decreased innovativeness and how awareness of age-related change affects the adoption of innovation. Design/methodology/approach: A survey was...