Bridging the digital divide: The impact of technophobia on online shopping intention among Hanoi’s seniors

As Vietnam faces rapid population ageing, elderly consumers remain significantly underserved by the booming digital commerce sector. This study addresses the widening digital divide by investigating the influence of technophobia on online shopping intentions among 408 seniors in Hanoi. Integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research utilizes Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data collected from late 2024 to early 2025.

The findings reveal that technophobia serves as a primary psychological barrier, significantly diminishing both perceived ease of use and usefulness. A critical "Awareness–Action Paradox" was identified: while elderly users acknowledge the benefits of e-commerce, technophobia acts as a psychological "veto" that suppresses actual behavioral intention. Furthermore, subjective norms and perceived behavioral control emerge as vital predictors, emphasizing the role of family influence in the Vietnamese collectivist context. These insights provide a culture-sensitive framework for policymakers and platforms to design inclusive digital ecosystems that mitigate technology-related anxiety and effectively bridge the digital gap for Vietnam’s ageing population.