Enhance the Online Fashion Purchasing Behavior among Digital Seniors: Quantitative Study

Abstract

The integration of digital technology into the lives of the elderly is increasing. It has greatly changed their shopping habits. Especially in the online fashion field This study explores the key factors influencing online fashion purchasing behavior among digitally-savvy people in Sri Lanka from 2022 to 2024, defined as those aged 60 years and above. The survey used quantitative methods to distribute to a sample of 30 digital seniors. Important information Behavioral drivers are defined. These findings highlight several important factors. Including the use of the website usages and Trust in online platforms convenience and targeted marketing strategies. In addition, accessibility features such as large text availability, screen readers, and a secure payment system It has been identified as a key element that increases the trust and confidence of elderly customers. This study highlights the R. Kuruppu dept. of Textile, Fashion, and Clothing Technology Sri Lanka Technological Campus, Padukka, Sri Lanka rukuruppu@gmail.com increasing, their online purchasing behavior, especially in fashion has still not been properly researched. importance of providing customer support and educational resources. To help digital seniors navigate online shopping platforms efficiently social influence Including recommendations from friends and positive word of mouth. It was found to have a significant impact on online purchasing decisions. The study concludes with recommendations for online retailers. The focus is on improving website usability. Security measures and personal marketing efforts to better meet the unique needs of digital seniors.