Journal of Services Marketing
This study aims to investigate how Internet services can improve the well-being of elderly consumers. Drawing on transformative service research (TSR) and technology adoption literature, it examines the main challenges for the elderly when adopting Internet services and how they and their family members can co-create value to improve the elderly service inclusion and well-being.
A qualitative methodology is used to identify challenges, value co-creation behaviors and well-being outcomes of elderly individuals and their family members when using Internet services. The data collection method involved 24 in-depth interviews with consumers over 75 years of age and their family members.
This research first recognizes specific challenges for the elderly in adopting Internet services related to resistance to technology adoption and health impairments. Second, the findings identify value co-creation behaviors held by elderly consumers of Internet services: learning and formal training, complying with indications and seeking help when they encounter problems with technology. Family members also contribute to elderly well-being through two value co-creation behaviors: helping and supporting elderly relatives with technology and being patient and tolerant when they need support. Finally, these behaviors are found to influence five dimensions of elderly consumers’ well-being: enjoyment, personal growth, mastery, autonomy and social connectedness.
This study addresses a gap in the literature by exploring the value co-creation behaviors of elderly consumers of Internet services and their family members for improving well-being outcomes. Understanding value co-creation and well-being for elderly consumers of Internet services is an emerging and under-researched area in TSR and service inclusion literature.