Experiential value and shopping well‐being of aging consumers

This study explored aging consumers' multichannel shopping experiences and identified factors that contribute to their satisfaction and shopping well-being. We conducted 13 one-on-one semi-structured interviews with informants 50 years or older in a metropolitan area in Canada and used a deductive approach to analyze the qualitative data. Aging consumers in this study focused on two-channel shopping: brick-and-mortar and online stores. Participants emphasized the interactive engagement with sales associates, window shopping, and people-watching as benefits of the brick-and-mortar experience, in addition to shopping as a tool for socialization and risk-avoidance. For online shopping, participants underscored convenience and also concerns about privacy, security, financial risk, and product quality. Results indicate retailers' transparent practices will contribute to older adults' shopping well-being.