Reducing technology-mediated service exclusion by providing human assistant support for senior citizens: evidence from China

ABSTRACT This study explored how the allocation of human assistants in a technology-mediated service setting could reduce the exclusion of senior citizens from such services. Our methodology is based on social support and protection motivation theories. Using a two-phase study with a mixed-methods approach, we firstly conducted 25 semi-structured interviews to develop the research model. The model was then empirically validated using survey data from 285 Chinese senior citizens. The results revealed that senior citizens experienced defense motivation and avoidance behavior when facing technology-mediated services. However, perceived emotional support from a human assistant enhanced their evaluation of coping factors, further reducing their defense motivations and avoidance behaviors. Perceived instrumental support had a greater impact, as it both reduced their assessment of threat factors and enhanced their evaluation of coping factors. Finally, future time perspective moderated the effects of perceived support on threat and coping appraisal processing.