Application of the Learning and Exploration-Based Decision-Making Model in Senior Consumer Acceptance and Rejection of Digital Technology Services

Amidst the rapid global growth of the senior population and the industry"s adoption of technology to address labor shortages, a substantial knowledge gap persists regarding effectively engaging seniors in using digital technology services. Consequently, this study was formulated to delve into the decision-making process of senior consumers concerning their acceptance or rejection of digital technology services. Online data collection targeted Korean diners aged 60 or above, resulting in the inclusion of 298 participants in the final analysis. The sequential process, encompassing seniors" intention to learn and exploration, emerged as a significant factor in enhancing acceptance and reducing rejection of digital technology services within the dining-out context. Notably, social support was identified as a crucial catalyst for the intention to learn among senior consumers. This study specifically concentrated on the intention to learn and explorations of elderly diners, examining their relationship with the acceptance or rejection of digital technology services in restaurant settings. Employing a four-step decision-making model, this study aimed to augment our comprehension of the technological acceptance process among senior citizens. Ultimately, this study contributes meaningful academic and practical implications, albeit with certain limitations.