Older consumers adopting information and communication technology: Evaluating opportunities for health care applications

The purpose of this dissertation is to analyse older consumers' adoption of information and communication technology innovations, assess the effect of aging related characteristic, and evaluate older consumers' willingness to apply these technologies in health care services. This topic is considered important, because the population in Finland (as in other welfare states) is aging and thus offers a possibility for marketers, but on the other hand threatens society with increasing costs for healthcare. Innovation adoption has been under research from several aspects in both organizational and consumer research. In the consumer behaviour, several theories have been developed to predict consumer responses to innovation. The present dissertation carefully reviews previous research and takes a closer look at the theory of planned behaviour, technology acceptance model and diffusion of innovations perspective. It is here suggested that there is a possibility that these theories can be combined and complemented to predict the adoption of ICT innovations among aging consumers, taking the aging related personal characteristics into account. In fact, there are very few studies that have concentrated on aging consumers in the innovation research, and thus there was a clear indent for the present research. ICT in the health care context has been studied mainly from the organizational point of view. If the technology is thus applied for the communication between the individual end-user and service provider, the end-user cannot be shrugged off. The present dissertation uses empirical evidence from a survey targeted to 55-79 year old people from one city in Southern-Carelia. The empirical analysis of the research model was mainly based on structural equation modelling that has been found very useful on estimating causal relationships. The tested models were targeted to predict the adoption stage of personal computers and mobile phones, and the adoption intention of future health services that apply these devices for communication. The present dissertation succeeded in modelling the adoption behaviour of mobile phones and PCs as well as adoption intentions of future services. Perceived health status and three components behind it (depression, functional ability, and cognitive ability) were found to influence perception of technology anxiety. Better health leads to less anxiety. The effect of age was assessed as a control variable, in order to evaluate its effect compared to health characteristics. Age influenced technology perceptions, but to lesser extent compared to health. The analyses suggest that the major determinant for current technology adoption is perceived behavioural control, and additionally technology anxiety that indirectly inhibit adoption through perceived control. When focusing on future service intentions, the key issue is perceived usefulness that needs to be highlighted when new services are launched. Besides usefulness, the perception of online service reliability is important and affects the intentions indirectly. To conclude older consumers' adoption behaviour is influenced by health status and age, but also by the perceptions of anxiety and behavioural control. On the other hand, launching new types of health services for aging consumers is possible after the service is perceived reliable and useful.

Perceptions of health club exercise among middle-aged women

The goal of this Master’s Thesis is to investigate the typical perceptions of health club exercise among middle-aged women. This study is conducted for a Finnish health club Viva Wellness Club due to their interest to examine the perceived barriers of middle-aged women to exercise at their health club. In addition, the behavioral beliefs, normative beliefs, motivation and facilitating factors concerning health club exercise are studied. The social aspect of health clubs as social environments is taken into account. The study is conducted qualitatively with semi-structured interviews Eight customers from Viva Wellness Club are interviewed. The findings revealed that the consumers perceived health club exercise as important, effective, diverse and convenient. Despite the fact that some differences were found, the perceptions about exercise in general concurred with the contestants’ perceptions about health club exercise. The perceived barriers to health club exercise encompassed lack of time, tiredness, health restrictions, weather, family commitments and feelings of embarrassment about one’s appearance and condition.

Factors Affecting Consumer Investment Intentions. Empirical Evidence from Finland

The thesis aims to build a theoretical model to explain consumer investment intentions in stocks and investment funds. The model examines the relationships between subjective investment knowledge, expected sacrifice, expected investment value, compatibility, perceived behavioral control and investment intentions. The data was collected via web-based survey and consisted of 45- to 65-year-old Finnish consumers (n=154). Confirmatory factor analysis (CFA), structural equation modeling (SEM) and t-tests were applied in analyzing the data. The results suggest that among average household consumers expected investment value consists of three dimensions, namely, economic, functional, and emotional, whereas expected sacrifice consists of effort, financial risk, source risk, and psychological risk. Two structural models were assessed, one for stock investments and one for investment funds. Whereas the models presented somewhat different outcomes, in both models compatibility had an essential role in explaining consumer investment intentions. Compatibility was affected by expected investment value and expected sacrifice. Subjective investment knowledge impacted consumers’ evaluations of the value and sacrifices. The effect of perceived behavioral control on investment intentions was rather small, however significant. Moreover, the results suggest that there are significant differences between consumers with no investment experience and consumers with investment experience in subjective investment knowledge, the dimensions of expected sacrifices and expected investment value, perceived behavioral control, compatibility and investment intentions.

Explaining the intention to play and behavior of playing sports betting games of young Finnish adults : an application of the theory of planned behavior

The aim of this Master’s Thesis was to examine the determinants of intention and behavior of playing sports betting games in order to explain the intention to play in a more precise way and to be able to understand the behavior of playing. The theory of planned behavior was applied in explaining the intention of young Finnish adults aged 18 to 34. A quantitative research method was applied and an online survey was sent to the students of Lappeenranta University of Technology and to the subscribers of Urheilulehti in order to reach a sample that present the young population of Finland. The theory of the study focused on the theory of planned behavior and its antecedents, attitude towards behavior, subjective norms, perceived behavioral control as well as motivation. By analyzing the data, causal relationships were found through which the explanation of intention was possible. The results showed that attitude towards playing, subjective norms, perceived behavioral control and motivation impact the formation of intention significantly. The results also indicated that intention impacts significantly to the playing frequency.

Associations between alexithymia and mental well-being in adolescents

Nuorten tunneilmaisun yhteys psyykkiseen oireiluun Aleksitymialla tarkoitetaan persoonallisuuden piirteistöä, jolle on tyypillistä heikko kyky tunnistaa ja ilmaista tunteita sekä vähäinen mielikuvitus ja konkreettinen, ulkokohtainen ajattelutapa. Tämän tutkimuksen tarkoituksena on tarkastella aleksitymian yhteyttä psyykkiseen oireiluun nuorilla sekä tutkia aleksitymian kehittymiselle altistavia yksilöllisiä lapsuudenaikaisia tekijöitä. Tutkimusaineisto koostui aiempaan nuorten syömishäiriöoireilua tarkastelevaan tutkimukseen osallistuneista nuorista (n = 320) ja heille satunnaisotannalla poimituista verrokeista (n = 640). Seurantakyselyssä käytettiin vastaajan itsensä täytettäviä mittareita ja aineisto kerättiin postikyselynä. Yhteensä 729 henkilöä (78 %) palautti lomakkeen täytettynä, muodostaen näin lopullisen tutkimusaineiston. Tyttöjä vastanneista oli 74 % ja poikia 26 %. Aineiston keski-ikä oli 19 vuotta tämän tutkimuksen aikaan. Aineistosta oli käytettävissä neuvolatiedot syntymästä lähtien. Tutkimusaineistossa todettiin aleksitymian yleisyydeksi tytöillä 8,2 % ja pojilla 8,5 %. Sukupuolten välillä ei todettu eroa 20-osioisella Toronto Alexithymia Scale-kyselyllä (TAS-20) pistemäärissä (tytöillä 44.7 ja pojilla 46.0). Syömishäiriöoireiden todettiin olevan yleisempiä aleksityymisillä nuorilla verrattuna ei-aleksityymisiin. Syömishäiriöoireita mitattiin SCOFF-mittarilla (“Sick”, “Control”, “One”, “Fat”, “Food”). Aleksityymisten nuorten keskimääräinen SCOFF-pistemäärä oli merkitsevästi korkeampi kuin ei-aleksityymisten ja SCOFF-positiivisten (pistemäärä vähintään 2) osuus oli aleksityymisten ryhmässä kolminkertainen ei-aleksityymisten ryhmään verrattuna. Myös ahdistuneisuuden todettiin olevan yhteydessä aleksitymiaan nuorilla. Ahdistuneisuutta mitattiin State-Trait Anxiety Inventory-mittarilla (STAI) ja lisäksi mitattiin masennusoireita ja alkoholinkäyttöä. Aleksityymisten nuorten STAI-pisteet olivat merkitsevästi korkeammat kuin eialeksityymisten. Ahdistuneet aleksityymiset nuoret olivat myös yleisemmin masentuneita ja käyttivät runsaammin alkoholia kuin yhtä ahdistuneet ei-aleksityymiset nuoret. Tutkimuksessa selvitettiin aleksitymian yhteyttä sosiaaliseen tukeen sekä koettuun vanhempien hoivaan ja ylisuojelevaisuuteen. Käytetyt mittarit olivat Multidimensional Scale of Perceived Social Support ja Parental Bonding Instrument. Aleksitymia oli merkitsevästi yhteydessä sekä heikompaan koettuun sosiaaliseen tukeen – erityisesti ystäviltä saatavaan − että korkeampaan vanhempien ylisuojelevaisuuteen. Tutkimuksessa käytettiin 5-vuotisneuvolatarkastuksen tietoja sen arviointiin, mitkä kehitykselliset tekijät saattavat olla yhteydessä aleksitymian ilmenemiseen. Puheenkehityksen ongelmien todettiin olevan miehillä selvästi yhteydessä aleksitymiaan. Tutkimuksen perusteella aleksityymisillä nuorilla esiintyy ei-aleksityymisiin ikätovereihin verrattuna selvästi yleisemmin psyykkisiä oireita. Koska aleksitymia heikentää hoitovastetta todennäköisesti myös nuorilla, tulisi aleksitymian mahdollisuus selvittää tehokkaasti psyykkisesti oireilevilla nuorilla. Lisääntyvä tutkimustieto aleksitymian kehittymisestä mahdollistaa riskitapausten varhaisemman tunnistamisen ja tilanteeseen puuttumisen.