The effect of older adults’ age identity on attitude toward online travel websites and e-loyalty
研究美国50岁以上成年人的年龄认同（心理和社会年龄）如何影响他们对在线旅游网站的态度，进而影响电子忠诚度，并发现休闲导向动机比任务导向动机更能强化这种影响。
Purpose This study aims to identify the effect of age identity on attitude to online sites, examine the impact of this attitude on e-loyalty and investigate the moderating effect of motivational orientation. Design/methodology/approach A survey was distributed to an online panel consisting of US-based adults older than 50 and usable data were collected from 284 participants, followed by an analysis using structural equation modeling. Findings Psychological and social age negatively influenced older adults’ attitude toward travel websites. Recreation-oriented motivation influenced the effect of online attitude on e-loyalty more strongly than did task-oriented motivation. Originality/value Unlike previous studies, the current study provided several managerial implications for e-marketers intending to attract older adults by adopting the multidimensional scale of age identity to predict older adults’ online attitude.