Using Control Theory and Self-Esteem to Explain Older Consumers’ Low Use of the Internet

Many studies show that the usage rate of the Internet by older adults is the lowest of any demographic group. This paper explores the reasons for older adults’ lower inclination to use the Internet by employing control theory. The theory suggests that as people increasingly experience “losses” with age they also experience loss of control of their environments, including technology. Compensatory secondary control strategies, which allow the individual to protect him or herself from the perceived negative consequences associated with the older persons’ inability to control their technological environment, may help explain their low propensity to adopt and make use of the Internet.Findings based on a large-scale study in Thailand suggest that compensatory secondary control may provide an explanation for the low rates of Internet adoption and usage among older consumers. Moreover, Self-esteem moderates the negative relationship between compensatory secondary control and preference for Internet use. Older adults with high self-esteem who scored high on compensatory secondary control tended to have the lowest frequency of Internet use. Implications for theory and practice are offered and directions for future research are suggested.