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Abstract:The present paper presents a theoretical perspective on assistive technology for elderly people. In a context characterized by an aging population and an increased life expectancy, it is highly likely that we will become the spectators of a powerful pressure on the medical assistance process. An increasing life expectancy means an increasing need of assistance for longer periods of time, which might become an unfeasible and unrealistic policy due to limited medical resources. In this context, assistive technology might become the only solution. Starting from an international context, this paper aims to theoretically present the way technology can be used as a tool for the elderly's needs.

Abstract:The present research aims to better understand the impact of brand exposure and brand perception on logo recall and recognition. Building off of prior work that has examined surprising impairments in visual memory for the Apple logo (Blake, Nazarian and Castel, 2015), a comparative analysis is developed by comparing computer science and social science becoming specialists. The Apple logo is used as a case study due to its minimalism. The data reveal that only a small amount of the subjects can recall and recognize the Apple logo correctly. The recognition phase, in comparison with the recalling one, seems to be an easier task for the subjects. However, although the stylized features of the logo are often overlooked, each subject manages to recognize a large amount of details of the logo. Contrary to expectations, regardless of being a man or a woman, owning an Apple device, or developing a very positive emotional attachment to the brand are not significant variables that can determine a higher level of recall and recognition. Nevertheless, having a strong background in the technological domain can increase the probability of paying much attention to the details of a technical brand.

Social media is associated with the rise of new types of celebrities called influencers, who share their current experiences and ideas and often endorse brands. Developing and keeping a large community of followers is one of the most important goals of influencers. The size of their audiences is one of the elements that make them relevant to the advertising industry. The main objective of the present research is to explore the mechanism that determines users’ online behavior related to influencers, such as following them on social media. Moreover, the study examined the role of the perceived information quality and of the perceived trust of the influencers in shaping audiences’ attitudes toward influencers. The moderating role of the frequency of Instagram and YouTube use on the relationship between perceived information quality and trustworthiness was explored by conducting an online survey (N=1088). The main takeaway from the study is that influencers who want to grow their audiences have to create perceived quality content. This can contribute to both positive attitudes and the development of trust. Also, the frequency of Instagram use has a small moderating role, while the frequency of YouTube use has no effects on the trustworthiness of the influencers.

IntroductionWithin the technological development path, chatbots are considered an important tool for economic and social entities to become more efficient and to develop customer-centric experiences that mimic human behavior. Although artificial intelligence is increasingly used, there is a lack of empirical studies that aim to understand consumers’ experience with chatbots. Moreover, in a context characterized by constant population aging and an increased life-expectancy, the way aging adults perceive technology becomes of great interest. However, based on the digital divide (unequal access to technology, knowledge, and resources), and since young adults (aged between 18 and 34 years old) are considered to have greater affinity for technology, most of the research is dedicated to their perception. The present paper investigates the way chatbots are perceived by middle-aged and aging adults in Romania.MethodsAn online opinion survey has been conducted. The age-range of the subjects is 40–78 years old, a convenience sampling technique being used (N = 235). The timeframe of the study is May–June 2021. Thus, the COVID-19 pandemic is the core context of the research. A covariance-based structural equation modelling (CB-SEM) has been used to test the theoretical assumptions as it is a procedure used for complex conceptual models and theory testing.ResultsThe results show that while perceived ease of use is explained by the effort, the competence, and the perceive external control in interacting with chatbots, perceived usefulness is supported by the perceived ease of use and subjective norms. Furthermore, individuals are likely to further use chatbots (behavioral intention) if they consider this interaction useful and if the others’ opinion is in favor of using it. Gender and age seem to have no effect on behavioral intention. As studies on chatbots and aging adults are few and are mainly investigating reactions in the healthcare domain, this research is one of the first attempts to better understand the way chatbots in a not domain-specific context are perceived later in life. Likewise, judging from a business perspective, the results can help economic and social organizations to improve and adapt AI-based interaction for the aging customers.