Baby Boomers’ Attitudes toward Innovations: Empirical Research in Poland

Available online at www.sciencedirect.com

ScienceDirect Procedia - Social and Behavioral Sciences 213 (2015) 1050 – 1056

20th International Scientific Conference Economics and Management - 2015 (ICEM-2015)

Baby boomers' attitudes toward innovations: empirical research in Poland Sylwia Badowskaa, *, Anna Zamojskab, Anna Rogalac a,b,c

University of Gdansk, Armii Krajowej 101 Street, 81-824 Sopot

Abstract This paper empirically investigates the issue of 'baby boomers' consumers' innovativeness and their attitudes toward innovation in the context of Poland. Data was collected using structured study instruments. Findings suggest that innovative seniors perceive risk and novelty while buying new technology products in a weaker way than commonly believed. When seniors see these elements in the process of buying new products, they present a less positive attitude toward innovation. These results imply the need to limit by marketers the seniors' perception of risk and novelty which seems to be critical to spread innovation more widely among 'old' consumers. The findings have implications for shaping marketing strategies of innovative products for mature clients. © 2015 2015Published The Authors. Published by Elsevier Ltd. © by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business. (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business Keywords: Innovation; Consumer behaviour; Consumer innovativeness; Elderly consumers; Technological innovation.

Introduction The aim of the paper is to shed light on the issue of elderly consumers' innovativeness and their attitudes toward innovation. Habitually, marketing specialists tend to concentrate their activities mostly on the segments of young people and neglect mature and elderly consumers called also 'baby boomers' as those who are not ready for innovations and reject them generally. Globally, the number of older people will rapidly increase to 2 billion by 2050 (WHO, 2015) and the process of the population ageing is inescapable especially in well-developed countries. The demographic trend seems to be challenging for marketers and demands focusing their attention on new dynamic 'old' segments. The 'baby boomers generation' has the most promising and stable household budget to spend and

* Sylwia Badowska. Tel.: + 48 602 790 718; fax: +0-000-000-0000 . E-mail address: [email protected]

1877-0428 © 2015 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business doi:10.1016/j.sbspro.2015.11.524

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nowadays they are the wealthiest group of older people in human history (Euromonitor, 2006; ONS, 2012, 0LJGDáNajman & Szreder, 2013). Customarily in practice, marketers in Poland regard this group as quite conservative and not so eager to purchase new unknown technologically-advanced products. Thus, it is necessary to define tendency of attitudes toward technological innovation among elderly people to understand their needs and activities and explore factors supporting wider acceptance of new technological products among seniors. The primary justification for this research stemmed from a noticeable lacuna in the literature with regard to senior consumers and their attitudes toward technological innovation (Doka, 1992; Burnett, 2002; Morris et al., 2005; Venkatesh et al., 2012). In particular, an apparent study gap exists in the area of perceived risk and novelty with regard to their association with attitudes toward technological product among elderly people. A number of previous papers indicated the role of risk and novelty in purchasing new products by consumers (Jacoby & Kaplan, 1972, Cowart, Fox & Wilson, 2008; Truong, 2013). But there is practically a lack of any investigations taking into account the issues of old age and the character of market segments in Poland - the biggest market of East Europe. Thus, the main objectives of the study are threefold: firstly, to identify senior consumers' behaviour towards innovative products; secondly, to verify if the relationships between senior consumer innovativeness, perceived risk and novelty of technological innovation and elderly people's attitude towards innovation existing among Polish seniors; and thirdly, to explore what the character and direction of the relationships between elderly consumers' innovativeness, their perceived risk and novelty and attitudes toward innovation are. 1 Literature review 1.1 'Baby boomers' as consumers For the last 30 years marketers have noticed the developing 'old-segment market' labeling it as 'baby boomers' (Reisenwitz et. al, 2007), 'older consumers' (Szmigin & Carrigan, 2000) or 'mature consumers' (Nam et. al, 2007). The portrait of the elderly consumer is not clear and describing who is old seems to be imperfect. In the UK, ageing is defined from 65+ (ONS, 2000), on the other hand in Poland the lower limit starts from 60+ (CSOP, 2009). Seniors will be a powerful consumer market group in Poland very soon. By 2035 at least 23% of this population will be over 65 and the next 7% over 80, but there will be only almost 13% of very young consumers (0-14) and 65% at the age of 15-64 (CSOP, 2009). The households' incomes of retired consumers in Poland are higher than the households of working citizens (CSOP, 2014). Senior consumers differ by family, marital status, ethnicity, geography, education and social class, just like consumers representing other market segments as well as they vary in spending, social commitments and lifestyle (Doka,1992; Euromonitor, 2006). No evidence found that older consumers are more loyal to mobile phones, however older consumers show a different pattern of behaviour when the category is more technical (Burnett, 2002; East et al., 2014). Older consumers tend to face more difficulty in processing new or complex information, thus affecting their learning of new technologies (Morris et al., 2005). Older buyers consider fewer brands/dealers and buy the same make more often than younger ones and seniors show a tendency to purchase deferral more as age increases (Lambert-Pandraud & Laurent, 2005). To sum up, it is expected that senior consumers see new technological products as novelty and perceive higher risk purchasing them. 1.2 Consumer innovativeness and an attitude toward technological innovation Innovativeness is a generalized personality trait called 'innate innovativeness' being a function of dimensions of human personality and degree to which an individual makes innovation decisions independently of the communicated experience of others (Midgley & Dowling, 1978) or explained as an early purchase of a new product (Cestre, 1996). It is also seen as a tendency to be attracted by new products and described as predisposition to buy new and different products and brands rather than remain with the previous choices and consumer patterns (Steenkamp et al., 1999). Individuals do not adopt the innovation at the same time, and they are usually categorized as: innovators/adopters (technology enthusiasts), late majority (skeptical) and laggards (traditional) but mainly innovators decide about a product success on the market (Rogers, 1962; Moore, 1991). More narrowly defined product category specific innovativeness is likely to predict particular behaviour especially the actual adoption of innovative product better (Gatignon & Robertson, 1991). A domain-specific innovativeness approach explaining an

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individual's predisposition toward a product class was developed which reflects the tendency to learn about and adopt new products within a specific domain of interest (Goldsmith & Hofacker, 1991). The difference between domain specific innovativeness and global innovativeness exists distinctly (Flynn & Goldsmith,1993) and systematic differences in innovativeness between countries were noted as well (Tellis et al. 1999; Troung, 2013). Attitude is a term which is strongly related to social psychology as one of the most important constructs in that field. In social psychology attitude is a relatively consistent tendency to favour or disfavour a particular object and it can be developed toward any object, event, idea or person (Wojciszke, 2005). It is believed that attitudes contain three components: cognitive, emotional and executive (Domachowski, 1999). Researches emphasized two important aspects of attitude: its strength and direction (Maison, 2004). Attitudes may vary from weak to strong and range from negative over neutral to positive. Neutral or weak attitude may not affect its holder's behaviour. But attitudes which are strong enough may result in rather consistent moving toward or away from the object. Thus, the attitude should be a reliable indicator of intentions and actions toward the object of the attitude. Many researchers managed to confirm the correlation between attitudes and behaviour by using product-specific attitude instead of general attitude (Pelsmacker & Janssens, 2007). Moving toward or away from the object means consumers buying or avoiding particular product as the object of their attitude. Attitudes are also believed to be difficult to change. For marketers it is compulsory to know existing consumer attitudes and adjust the product or the brand to them rather than to try to change these attitudes, which may be profitable (Kotler, 1999). 1.3 Adoption of innovation and perceived novelty and risk The unified theory of acceptance and use of technology (UTAUT and UTAUT2) was proposed which explains about 74 % of the variance in behavioral intention to use a technology and about 52% of variance in technology use (Venkatesh, Thong & Xu, 2012). Age is a significant factor to consider when determining how innovation users select their preferred technological innovation (Quazi & Talukder, 2011). Older people are less interested in adopting a technological innovation as they experience higher levels of anxiety in using a new technology. The decision to adopt a new technology is related to the amount of knowledge one has regarding how to use technology appropriately (Porter & Donthu, 2006). An innovation usage was significantly influenced by people in the age group wasn't confirmed (Lerouge, Newton & Blanton, 2005). The newness is one of the most salient attributes of innovations (Troung, 2013). Novelty is the degree to which a product or service is perceived as unusual, different, or unique compared with other products, and recency, the length of time a product has been available on the market (Blake et al., 1973). Novelty was retained as it matches search objective and has been used in many studies as a principal trait of innovativeness (Hirschman, 1980). Risk is inherent in innovation. Consumers always perceive some risk when making decisions about the purchase of a product, they are especially risk-conscious in the case of high-tech products, which incorporate new technologies may cause disruption (Truong, 2013). Perceived risk is linked to behavioural intentions (Howard & Sheth, 1969; Bennett & Harell, 1975), and defined as 'probability of unfavorable outcomes' (Das & Teng, 2004). Perceived risk has several dimensions, including physical, functional, social, psychological, and financial risks (Jacoby & Kaplan, 1972). The absence of perceived risk should promote behavioural intentions (approach), while the presence of risk should discourage them (avoidance)' (Cowart, Fox & Wilson, 2008). Finally, innovators are willing to try a new technology not only because they are curious about it but also because they believe they can cope with its technical aspects and consumers tend to evaluate the level of technical skills needed to use the product (Troung, 2013). 2. Methodology and results The authors of the paper used the similar methodology as Cowart et. al (2008) and Troung (2013) to define relations between seniors' attitudes toward innovation and factors which determine the phenomena for senior consumer group (people over 60) in Poland. Following the Goldsmith and Hofacker domain-specific innovativeness approach, the touch screen mobile phones (called also 'smartphones') were selected to test the seniors' attitude toward the innovative product. The authors decided to use the product for this age cohort, because in Poland touch screen mobile phones are still recognized as new products by the people 60+; 43% of elderly smartphone users

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declared that their smartphones are perceived by them as new and definitely new, so the touch screen phones are still innovation for the Polish elderly consumers. So, the authors want to confirm or verify the following hypothesis: H1. It is expected that innovative seniors perceive the risk of purchase and novelty of the innovative product strongly. (H1a. Innovative seniors perceive the risk of purchase of the innovative product strongly; H1b. Innovative seniors perceive the novelty of the innovative product strongly). H2. It is expected that if innovative seniors see a risk when purchasing the innovative product, they present less positive attitude towards the innovative product. H3. It is expected if innovative seniors define a product as a new technology, they present less positive attitude towards the innovative product. The data for this study was collected from the students of four different Third Age Universities which provide lectures for elderly people in Pomerania Voivodeship in Poland. The sample of respondents was selected from the group of the TAU as these people are likely to be mostly mentally active and ready to acquire new knowledge which seem to be necessary in consumers' innovation acceptance. The entire population of the elderly students at the lectures was surveyed in 2014 and 2015 using paper-and-pencil questionnaire administration. Both these decisions were made to maximize the respond rate. The study instruments were pre-tested. Over 600 questionnaires were distributed and 383 questionnaires were completed however 2.3% of them were discarded owing to missing data, namely 97.7% were usable questionnaires. The participants comprised 239 of mobile phone users with keyboard (82% females and 18% of males) and 80 owners of touch screen mobile phones (smartphones) (71% females and 29% males). The smartphone users were taken into account for further study. So, in this group 68% were at the age between 60-69 and 24% between 70-79 (6% at the age 50-59 and 1% at the age 80 and more). 52% of senior smartphone users declared a university degree, 45% secondary education and 2% vocational education. Table 1. Item loadings Perceived risk

Consumer innovativeness

1 Innovativeness Innovativeness Innovativeness Innovativeness Risk Risk Risk Attitude Attitude Attitude Attitude Novelty Novelty

Fig. 1 Attitude toward innovation

Perceived novelty

Fig 1.

2

Factors 3 4

5

0.72 0.81 0.73 0.79 0.71 -0.84 0.89 0.73 0.81

The authors used structural equation modeling (SEM) to analyze the data and present the structural model representing the relationships between the independent and dependent variables in Fig. 1. The researchers used Statistica 12 for confirmatory factor analysis (CFA) for the SEM. The analysis allows the comparison of regression coefficients between several models to detect significant differences in relationships when a moderating variable is introduced. SEM is the most suitable method for analyzing relationships between latent variables. Table 2. Hypotheses, results and findings of the analysis Hypotheses H1a. It is expected that if seniors are innovative, they perceive the risk of purchase of the innovative product strongly. H1b. It is expected that if seniors are innovative, they perceive the novelty of the innovative product strongly. H2. It is expected that if innovative seniors see a risk when purchasing the innovative product, they present a less positive attitude toward the innovative product. H3. It is expected if innovative seniors define a product as a new technology, they present a less positive attitude toward the innovative product.

Relationships Innovativeness (INN)->Perceived Risk (RYZ) Innovativeness (INN)->Perceived Novelty (NOV)

Coefficient -0.116 -0.141

Results partly supported partly supported

Perceived Risk (RYZ)->Attitude (POS)

-0.520

supported

Perceived (POS)

-2.063

partly supported

Novelty

(NOV)->Attitude

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Using principal component analysis and varimax rotation, the authors found that the 8 items loaded correctly with their corresponding factor, with all loadings above 0.7. All the factors explain 71% of the 13 used items. The one item appeared as the next additional factor which was taken into account in the risk group factors. Despite of that, the authors were able to construct the model accordingly to the initial assumptions. Table 1 shows the items and their corresponding factors as provided by Statistica 12. We used a combination of relative indices: GFI Joreskog, Delta Bollen, Bentler-Bonett and noncentrality-based indices (RMSEA) as the following: Gamma, McDonald and RMSEA Steiger-Lind to assess the fit of a structural model. This combination provided a ground for assessing model fit using some of the most reliable and sample size-independent indices. Some indices met the recommended threshold: Gamma (0.974>0.95), RMSEA (0.053<0.5), Delta Bollen (0.868 close to 1), Bentler-Bonett (0.860 close to 1). Two of the used indices are pretty close to the thresholds (GFI Joreskong 0.789 and McDonald 0.917). Therefore, the model presented quite good fit and acceptable configural invariance. To test metric invariance, it was observed the difference between a constrained versus an unconstrained model in Statistica.12, and found that the difference was non-significant (F2 (61)=76.68 [P-value=0.085]). Table 3. Sub-factors and respondent's results Questions Scale I’m sure I can make a touch mobile phone called a "smartphone" work. A touch mobile phone called a "smartphone" seems very technical and difficult to use.

strongly disagree

Respondents' answers neither disagree disagree nor agree

0%

15%

15%

agree

strongly agree

34%

41%

10%

39%

25%

19%

2%

Scale

definitely new

new

neither new nor old

old

definitely old

How your touch mobile phone called "smartphone" is new for you?

18%

45%

35%

2%

0%

Tables 2 and 3 present the results of the analysis. The findings show a character of relations and their interactions as well as indicate the direction of relations. Generally, the outcomes confirmed the presumed directions of senior consumers' behaviour. Findings demonstrate that innovative elderly consumers perceive the risk of purchasing the innovative product, but the further outcomes suggest that the risk is perceived by them rather more weakly. Thus, H1a is partly supported. Next, the results show that innovative elderly consumers perceive the novelty of purchasing the innovative product, but similarly like in previous hypothesis the novelty is not perceived definitely strongly. Thus, H1b is supported partly as well. The next findings confirm that if seniors see a risk when purchasing the innovative product, they present a less positive attitude toward it (-0.52). Therefore, H2 is supported and it also affirmed the assumed nature of the relationship. The test results present that seniors define a product as a new technology, they present a less positive attitude towards the products, thus H3 is supported only partly (-2.063). Conclusions Basing on the literature and research outcomes, it should be noted that the 'baby boomers' consumers become increasingly a significant segment of the Polish consumer market. The consumer-innovators (technology enthusiasts) play a key role in the process of diffusion of innovation. Thus, learning the attitudes toward innovation is the foundation for defining the seniors' tendency to get interested and purchase new products. The authors' research findings suggest that elderly consumers' attitudes towards innovation are shaped by the perception of a risk associated with purchasing the innovation and the perception of the novelty of new products. The above outcomes explain the following issues. Firstly, the tested elderly consumers perceive the risk when buying new products, although it is not at such a high level as it has been described in the literature. Secondly, in the aspect of novelty, elderly consumers notice this specific feature of new products, but not so decisively as it is commonly believed in practice. Therefore, marketers should start to notice the 'old' segment on the market as open for innovation and accepting it definitely. The 'baby boomers' consumers have a willingness to purchase technological innovation and seniors' attitudes do not constitute barriers to the acquisition of these products (perception of risk and novelty was not as high as expected). So, if a perceived risk and novelty affect the less

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positive senior-consumer attitude towards innovative product, the company should remove the perception of these factors among potential buyers of this 'old' segment. First of all, leveling of those perceptions may be carried out by e.g. proper product design (e.g. complexity) and parallely by creating dedicated marketing communication to this segment. It should be adapted appropriately to the level of absorption of new and complex information by seniors. In this communication process, it is necessary to emphasize e.g. simplicity of new product usage, and also just show elderly people (not young ones) in the adverts who are able to use this type of products. It is worth presenting that these 'mature consumers' have sufficient competences to use the product or they are able to acquire these essential skills extremely easily. 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