Stimulating older customers' digital self-efficacy: A strengths-based approach to reduce digital vulnerability in augmented reality

Abstract

Augmented Reality (AR) is increasingly embedded in services, offering older customers opportunities to build on existing capabilities. Yet older customers often experience digital vulnerabilities, undermining their beliefs in their ability to use AR. This paper adopts an explanatory mixed-methods design to study older adults’ digital self-efficacy (DSE) through a strengths-based approach. A survey of 1,032 older adults (Study 1) shows that DSE mediates attitudinal beliefs, control beliefs, and gerontechnology anxiety toward AR. Interviews with older customers and experts within their service ecosystems (Study 2) illustrate how DSE is shaped and co-enabled across individual, social, and service ecosystem levels. Our integrative framework demonstrates that opportunity creation, ability strengthening, and motivation building are the mechanisms through which DSE in emerging technologies is dynamically activated and co-created across various levels. This paper extends the strengths-based approach to customer vulnerability by reframing older customers’ DSE as a developing strength shaped through a facilitating environment.