Baby Boomers Purchase Intention of Healthcare Products Using Mobile Phone

Nadrul Shaqman Nor Zainal, Nor Hashima Hashim
Arshad Ayub Graduate Business School, Universiti Teknologi MARA

Wan Kalthom Yahya
Faculty of Business and Management,
Universiti Teknologi MARA


The use of smartphones or mobile phones allows anyone to do online shopping. In Malaysia, there are many online consumers, and these consumers are from different cohort generations. Consumers from different age groups shop for different products for their daily needs. Extant online literature found that consumers use utilitarian shopping value and electronic word of mouth (eWOM) before purchasing. Furthermore, personal innovativeness contributes to the propensity of consumers to make online purchases. This study used the Stimulus-Organism-Response (S-O-R) framework to test the model. A quantitative approach is applied in this study, using the data of a self-conducted online questionnaire. A total of 198 valid questionnaires were used for analysis. Structural Equation Modelling (SEM) was used to analyse the data. Personal innovativeness was the primary factor influencing online purchase intention of healthcare products followed by electronic word of mouth and utilitarian shopping value.

Keywords: Baby boomers, Electronic word of mouth, Malaysia, Online purchase intention, Personal innovativeness, Utilitarian shopping value