Perceived Usefulness of Internet for Adopters and Non-adopters: An Empirical Analysis of Retired Senior Citizens in Hong Kong

Abstract

Intense competition in Hong Kong Internet
service market has resulted in increasingly sophisticated
marketing practices by service providers, such as market
segmentation and targeting. Senior citizens have now
become a focus of attention of Internet business
companies. However, perceived usefulness of Internet on
part of retired senior citizens has not been studied
adequately. The present study is intended to fill this
important gap. Survey questionnaire was employed as the
means of data collection. The main results revealed that
adopters perceive Internet services significantly more
useful than non-adopters. However, there is no significant
difference between perceptions of male and female
adopters.