A posteriori segmentation of elderly internet users: applying PLS-POS

Abstract

Purpose The purpose of this paper is to propose the study of the adoption and use of e-banking by adults over the age of 50, from the theoretical framework based on the unified theory of acceptance and use of technology. Design/methodology/approach After proving the validity of the model, the authors analyse the heterogeneity of these persons by using a structural model-based latent class segmentation called partial least squares prediction-oriented segmentation. Findings The results enable the identifying of four segments with different behaviours with respect to this electronic service. As implications of the results obtained, it is observed how sociodemographic characteristics do not explain their differences. However, the psychographic as well as the cognitive age, self-confidence and audacity are discriminating and explanatory criteria for the behaviour of the four segments. Originality/value From the academic point of view, this paper offers important contributions to the prior literature. First, although there is an extensive literature on the use of internet banking, the authors have nevertheless found a clear lack of research studies related to the specific group of older adults. There are not many works that exclusively deal with the elderly’s acceptation and use of technologies, and even less so in the case of internet banking services. Also, if the elderly are focussed, then it is discovered that there is a socially shared stereotype that sees them as inexpert and cut off from technology. This is, however, an unfair view that conceals a broad diversity of behaviours as has been proved for the different segments found.