Perceived usefulness of Internet for adopters and non-adopters: an empirical analysis of retired senior citizens in Hong Kong

Abstract

Intense competition in Hong Kong Internet service market has resulted in increasingly sophisticated marketing practices by service providers, such as market segmentation and targeting. Senior citizens have now become a focus of attention of Internet business companies. However, perceived usefulness of Internet on part of retired senior citizens has not been studied adequately. The present study is intended to fill this important gap. Survey questionnaire was employed as the means of data collection. The main results revealed that adopters perceive Internet services significantly more useful than non-adopters. However, there is no significant difference between perceptions of male and female adopters.