Aging Consumer Engagement with the Mobile Food Planner Apps in Malaysia: Investigating Gender Differences

Abstract

This study investigates the factors influencing older consumers’ word of mouth and intention to use meal planner applications, given that 57% of Malaysians aged 60 and above are active Internet users. The current study utilized an extended technology acceptance model and the stimulus organism response framework to examine the cognitive-affective dichotomy of usage influence. The respondents were initially selected through purposive sampling and further screened using filter questions to ensure alignment with the study objectives, resulting in data collected from 392 elderly individuals across various demographic regions of Malaysia. The analysis was conducted using the Statistical Package for Social Sciences (SPSS) and SmartPLS. The results indicated that cognitive factors (subjective norm, facilitating conditions, and app characteristics) positively impacted the affective components (perceived usefulness and perceived ease of use), which, in turn, enhanced consumers’ attitudes toward using these applications. Furthermore, openness to change and gender were observed to moderate the relationship between affective and conative responses (word of mouth and behavioral intention). The study provides new insights into the aging population on food-related mobile applications to governments, food service-based organizations, restaurants, and app designers. Thus, focus can be on improving app characteristics and facilitating conditions to enhance perceived usefulness and ease of use while also considering how gender and openness to change may influence consumers’ attitudes and behaviors.