Document | Title | TC | Average TC per year | Normalized TC |
---|---|---|---|---|
Literature review as a research methodology: an overview and guidelines | 1,872 | 374.40 | 4.13 | |
(2021) | How to conduct a bibliometric analysis: an overview and guidelines | 1,221 | 407.00 | 2.31 |
(2020) | Assessing measurement model quality in PLS-SEM using confirmatory composite analysis | 1,103 | 275.75 | 2.66 |
Tourism and COVID-19: impacts and implications for advancing and resetting industry and research | 977 | 244.25 | 2.35 | |
(2019) | Predictive model assessment in PLS-SEM: guidelines for using PLSpredict | 913 | 182.60 | 2.01 |
(2021) | Digital transformation: a multidisciplinary reflection and research agenda. | 758 | 252.67 | 1.44 |
(2019) | How to specify, estimate, and validate higher-order constructs in PLS-SEM | 728 | 145.60 | 1.61 |
(2019) | Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda | 724 | 144.80 | 1.60 |
Impact of covid-19 on consumer behavior: will the old habits return or die? | 716 | 179.00 | 1.73 | |
The rise of motivational information systems: a review of gamification research | 639 | 127.80 | 1.41 |
Source impact
Journal | No. of articles | Scopus quartile | SJR | TC |
---|---|---|---|---|
26 | Q1 | 4.91 | 10,008 | |
22 | Q1 | 2.90 | 12,265 | |
6 | Q1 | 2.54 | 1,875 | |
4 | Q1 | 3.43 | 1,376 | |
4 | Q1 | 2.48 | 1,706 | |
4 | Q1 | 6.02 | 1,220 | |
4 | Q1 | 6.25 | 1,850 | |
3 | Q1 | 1.63 | 1,769 | |
3 | Q1 | 2.66 | 984 | |
3 | Q1 | 10.8 | 1,120 |
Authors | Topical focus | No. of articles | Fractionalized frequency | Total citations | -Index | -Index | -Index |
---|---|---|---|---|---|---|---|
Dwivedi YK | Digital innovation | 7 | 1.16 | 3,361 | 7 | 7 | 1.17 |
Hair JF | Multivariate analysis | 5 | 1.18 | 3,615 | 5 | 5 | 0.83 |
Hughes DL | Artificial intelligence | 5 | 0.57 | 2,305 | 5 | 5 | 1.00 |
Ringle CM | Data and business analytics | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Sarstedt M | Structural equation modeling | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Co-occurrence topics and future research avenues
Current research trends | Future research questions |
---|---|
Brown cluster – AI (e.g. , 2019; , 2020; , 2021) | |
Blue cluster – Covid-19 (e.g. ; ; , 2021) | |
Red cluster – bibliometric analysis (e.g. , 2018; ; , 2021) | |
Purple cluster – social media (e.g. ; , 2018; ) | |
Orange cluster – live streaming (e.g. , 2019; ) | |
Green cluster – Blockchain (e.g. , 2018; ; ) |
Potential research gaps | Future research questions |
---|---|
Data-driven marketing: to explore the potential of data-driven marketing by leveraging deep learning, AI and IoT technologies to enhance marketing practices, optimize customer targeting and improve overall business performance in the digital era | |
Environmental sustainability: to investigate the potential of using neuromarketing techniques, gamification and mixed reality to promote sustainable consumption practices | |
Mass personalization: to investigate how personalization of customers’ experiences can be enhanced and implemented responsibly and ethically | |
Wearable technology: to investigate how wearable technologies can foster deeper connections between consumers and brands |
IoT = Internet of things
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Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.
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Proceedings of the International Conference on Business & Information (ICBI) 2020
15 Pages Posted: 10 Jun 2021
University of Kelaniya
Date Written: November 19, 2020
Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers. It is considered to be different to traditional marketing channels. Many organizations are investing in their social media presence because they appreciate the need to engage in existing social media conversations in order to build their consumer brand. Social Medias are increasingly replacing traditional media, and more consumers are using them as a source of information about products, services and brands. The purpose of this paper is to focus on where to believe the future of social media lie when considering consumer products. The Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period in promoting and branding consumer products. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing scene.
Keywords: Consumer Products, Customer Engagement, Digitalization, Social Media
Suggested Citation: Suggested Citation
University of kelaniya ( email ).
Kelaniya Sri Lanka Kelaniya, Western 11600 Sri Lanka
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This page is designed to serve as a comprehensive guide to marketing management research paper topics , offering insights into various dimensions of marketing that are essential in today’s globalized business environment. It includes an exhaustive list of topics divided into categories, practical tips on choosing and writing on marketing management subjects, and an exclusive section dedicated to iResearchNet’s specialized writing services. Whether a student, academician, or professional, this guide aims to provide a resourceful pathway to explore the multifaceted world of marketing management research, emphasizing the need for empirical inquiry, analytical thinking, and innovative approaches.
Marketing management is a diverse field encompassing various aspects of marketing, such as strategy, consumer behavior, product development, branding, and more. Below is a comprehensive list of marketing management research paper topics divided into 10 different categories, each containing 10 specific topics. These topics cater to different levels of complexity and interest and can be explored for detailed research.
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In conclusion, marketing management is an extensive and multifaceted field that encompasses a wide range of research topics. From strategies and branding to ethics and international considerations, there is a rich array of subjects that students and researchers can delve into. The above topics offer a starting point for insightful inquiry, practical applications, and critical evaluation. Whether you are aiming for academic excellence or professional development, these topics can help foster a deeper understanding of marketing management and its integral role in today’s dynamic business landscape.
Introduction to marketing management.
Marketing Management is a complex and dynamic field that lies at the heart of business operations. It involves the planning, execution, and monitoring of marketing strategies, tailored to meet customer needs and business goals. The success of any product or service in the market largely depends on the effectiveness of marketing management.
The field of marketing management offers a plethora of research paper topics reflecting its multifaceted nature. Here are some broad categories:
These categories provide students with various angles to approach marketing management, from traditional strategies to current technological advancements.
Marketing management, with its diverse and ever-changing landscape, offers a wealth of intriguing and challenging topics for research. Whether one is drawn to the more traditional aspects or the innovative, technology-driven facets, the opportunities for exploration and analysis are boundless.
Understanding marketing management is crucial for anyone venturing into the business world. It combines creativity with analytics, strategy with execution, and always keeps an eye on the changing tides of consumer behavior. For students, academics, and professionals alike, delving into this field can provide valuable insights and skills that are applicable across various domains and industries.
Through this article, we have touched upon the key concepts and principles, and explored the extensive range of research paper topics within the realm of marketing management. These concepts and topics not only form the basis of academic study but also act as foundational pillars for businesses aiming to thrive in today’s competitive marketplace.
Choosing the right research paper topic can be a daunting task, especially in a field as broad and dynamic as marketing management. A well-chosen topic can be the difference between a research paper that’s engaging and insightful, and one that falls flat. Here’s a comprehensive guide to help you choose the ideal marketing management research paper topic:
Selecting a research paper topic in marketing management is not merely about picking something that seems interesting. It’s about aligning the topic with your interests, the course requirements, the targeted audience, and the current trends in the field. Here’s how to navigate this complex decision-making process:
Choosing the right topic for a marketing management research paper is a critical step in the research process. It sets the tone for the entire project and can greatly influence the quality and relevance of the work. By following these tips and giving careful thought to aspects such as interest, relevance, complexity, scope, and ethics, you can select a topic that not only meets academic requirements but also resonates with your passions and professional aspirations.
Remember, the chosen topic is not just a subject of study but a chance to contribute to the field, offering insights or solutions to existing challenges. Engage with the process, explore various avenues, and you’ll find a topic that’s not just suitable but truly inspiring and rewarding to work on.
Writing a research paper on marketing management requires a thoughtful approach that balances theory, practice, analysis, and creativity. It’s not just about presenting facts but weaving them into a coherent narrative that adds value to the field of marketing management. Below you’ll find a guide that covers essential steps in crafting a high-quality research paper.
Embarking on a research paper in marketing management is an opportunity to delve into various aspects like market strategies, consumer behavior, digital marketing, or branding. It’s about unearthing insights, exploring theories, analyzing trends, and presenting them in an academically rigorous and engaging manner. Here’s how to structure and compose a standout marketing management research paper:
Writing a research paper in marketing management is more than an academic exercise; it’s a rich intellectual experience that calls for curiosity, critical thinking, and creativity. The process outlined above is not rigid but provides a framework that you can adapt to your specific topic and interest.
Remember, a great research paper is not just about meeting academic standards but contributing something meaningful to the field of marketing management. Engage with the material, think critically, argue persuasively, and present your ideas with clarity and flair. Your research paper can be a reflection of your passion for marketing and a testament to your scholarly rigor and intellectual insight.
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As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.
However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.
Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.
But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.
Table of Contents
Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.
While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers. Here are a couple of factors you ought to keep in mind while selecting a topic:
You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.
A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.
A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.
Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.
If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:
Still in need of some inspiration? Here are a few research paper areas that you can explore:
Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!
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Marketing is everywhere nowadays – from TV adverts to the pop-up ads that appear on our web browsers. No matter how much you may try to ignore it, marketing knocks still knocks at your door.
Despite all these, however, many students still struggle to develop top-notch marketing research paper topics. You might say, how is that even possible? Well, my friend, let me bring it to your attention that there are hundreds, if not thousands, of post-graduate students struggling to find such writing ideas.
But this where we draw the battle lines.
To be certain of a top grade in any field of study, you have to go the extra mile. Marketing is one of those flooded fields with stiff competition. Therefore, you have to come up with something fresh and original to convince your reader.
Unlike any other topic, these are unique because they intend to sell a product or service to potential buyers. Thus, it would help if you handled it with a lot of care.
Below are crucial points to consider for your marketing research topic:
When writing your research paper’s marketing topics, the end goal should be to sell the product and build a reputable brand for yourself.
Explore these writing ideas for your inspiration:
We hope that the over 200 marketing topics were able to meet your needs. If not, we offer affordable thesis help online for college students.
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100 best marketing research topics for all.
Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!
Are you in need of well-thought-out marketing thesis topics and marketing dissertation topics? Then you’re in the right place! This list of marketing paper topics presented will give you a distinct thesis/dissertation.
There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!
Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!
Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!
There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.
Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.
Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!
Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!
Are you struggling to find a well-thought marketing research topic for your thesis? Finding a research topic for marketing can give hard times. Marketing students spend a lot of time doing assignments. But they also have the opportunity to utilize their time and discover their true interests. Marketing has a wide range of aspects.
Therefore it is sometimes difficult to find the perfect topic for your thesis. In such a time, this article is your savior. In this article, we brought you some research topics that are interesting and equally unique. We have tried to cover every niche in this blog which is research topics for marketing. From marketing research topics to social issues.
If you have any pending marketing essays, then don’t worry. We are here to help you with your marketing essay. However, you can get the best marketing essay help from us. So, don’t waste your time get marketing essay help now.
Table of Contents
If you are still in need of some inspiration regarding marketing research topics, then here are a few marketing research topics that you can explore:
Hopefully, this list of the best marketing research topics will help. If you’re still confused about which area you’d like to work in, below are some more topics related to the Pandemic.
Below are the top 3 pandemics related marketing research topics:
After you find the perfect marketing research topic, you may struggle with how you should outline it on paper. Therefore, we brought you this ideal outline for your thesis that you can use or change here and there to make it more like you.
INTRO: Foundation of the thesis
Background.
Stating the purpose.
Stating the thesis.
MAIN BODY: Argument 1: Precise explanation.
Support evidence.
Argument 2: Precise explanation.
Conclusion.
Argument 3: Precise explanation.
CONCLUSION:
Restate the argument. and summarize everything
Slightly conclude everything.
Firstly, you’ll have to be familiar with the basics before we even deep dive into the details. If you want to start, pick up a pen and paper and then write about different topics that you’d like to write about.
Here are some of the factors that you want to keep in mind while selecting research topics for marketing:
You won’t be able to write a research paper if you are not interested in the topic. Sit down and relax. Try to think about topics in which you’re interested.
It will be a lot easier for you to discuss different themes once you’ve written down all your ideas in one place.
More than 50% of the students start the writing process, but they are not able to complete it and leave it in the middle. Just keep in mind that you’re not able to write an entire research paper overnight.
In order to succeed, you’ll have to give a sufficient amount of time to research.
If you want some help, get some advice from your advisor daily.
A research paper is not something into which you can drag something aimlessly. On the other hand, your research paper needs to be based on actual data, which is only possible if you conduct thorough research.
While writing a note for your research, make sure your statements are supported with references or examples. Above all three tips that you have to keep in mind while selecting research topics for marketing.
All of these are unique research topics for marketing students. And they are perfect for college students to write their marketing thesis because the internet has plenty of information on each one of them. Make sure to read enough about the selected topic before starting to write. And also make an outline of the thesis at the start, so that you have a reason to get going with the thesis.
Once finished, make sure to ask for feedback from your instructor. And cross-check for spelling mistakes, grammatical errors, and any sort of mistake. if you need an assignment of marketing , then contact our marketing assignment writer .
Q1. how to select the best research topic for a marketing thesis.
Whatever topic you decide to go with. Just make sure that you’re interested in it. Because being interested in what you write makes the whole process go a lot smoother and easy. Sit back and think of the possible ideas that excite you and you can write about them. And write down a bunch of ideas before you select the main one. Because it is good to select from a long list rather than just going with the first topic that came into your mind. This might take time. But that is what this article is for, above 45 different topics on different aspects of marketing are given. You can go through it, we’re sure there will be one that might interest you.
A marketing thesis is totally different from one that is an essay. So you can not aimlessly ramble on it. You need to add facts to it to support your main argument. And also make sure that your facts are very well supported by examples and references. That can only be done when you have thoroughly searched through the subject. The Internet has an abundance of information on the topics discussed above. Make sure to acknowledge enough information before starting the thesis.
Here we listed the top 7 different types of research papers:
1. Report Paper 2. Survey Research Paper 3. Cause and Effect Research Paper 4. Experimental Research Paper 5. Analytical Research Paper 6. Argumentative Research Paper 7. Problem-Solution Research Paper
Marketing is an essential sphere of the modern world and is, therefore, subject to intense research. The good news for researchers is that with this flood of data, writing a research paper should be easier. The bad news, however, is that with so much data, decision-making may not be so straightforward. Therefore, you have to choose the right marketing topics among this many options.
Social media marketing topics, sports marketing topics, international marketing topics, content marketing topics, controversial marketing topics, digital marketing topics, marketing topics for presentation, marketing plan topics, trending marketing topics, interesting marketing dissertation topics, marketing topics ideas for essay.
Choosing marketing topics for your research may put you in a somewhat confusing situation. Although they are difficult to find, they needn’t be! Hence, this article focuses on hot marketing topics to write about. With our list of hot topics in marketing, you’ll not doubt as to where to focus and what topics to choose.
From marketing paper topics to marketing blog topics, we have got you covered! Here are 120 marketing topics just for you!
Are you into any kind of marketing research, or do you need some marketing essay topics for a college assignment? Then relax! We refuse to leave you out in the dark. With our marketing topics for research, you’ll be on top of your game. No bluffing – these marketing topics for research paper spans all forms of education. What do I mean? These marketing topics cover some marketing thesis topics, marketing dissertation topics, and marketing research topics for college students! Also, you can easily get qualified marketing thesis help from our experts. Are you ready for the list of marketing research topics? Let’s delve right in!
Social media marketing is no longer a new marketing concept. Many companies now use diverse social media platforms for marketing their brands and influencing people into getting hooked on their products or services. Here are some social media marketing topics that many companies will find interesting.
Sports marketing is a trendy type of marketing. Here are some sports marketing research topics you should consider.
Marketing is one of the strings that hold the modern world together. Here are some international marketing topics that will dig deeper into global marketing and interest most readers.
Although most brands use content marketing, many are not good at it because it makes your business vulnerable. Marketers put their thoughts and ideas on the line hoping to see a good response. Here are some content marketing topics to help you study brands that got their content marketing right!
Controversial marketing puts brands in the spotlight. These ads do pay off! Here are some controversial marketing topics for brands that made famous controversial marketing ads.
Digital marketing is rapidly growing, influencing millions of people across the world. Here are five digital marketing topics and digital marketing blog topics you should consider.
Need to give a presentation on marketing? These five marketing presentation topics will enthrall your listeners!
Starting a business without a marketing plan could be suicidal. These marketing plan topics will help you preach the importance and place of marketing plans in the business world.
Trends! Trends! Trends! Here are some trending marketing topics that almost everyone will find interesting!
Though there are several marketing strategies, they differ in the way that marketers employ them. If you are looking for interesting marketing strategies that you will use to impress your lecturer, here is a list of options to use.
Choosing a marketing topic idea for an essay can be overwhelming. However, to help you out, here are some ideas you can use to impress your lecturer.
So here we are! 120 marketing topics! Make your pick of the marketing topics you find workable or check out our business topics . Good luck with your work!
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Ever had that brain-freezing moment where you're staring at a blank page, desperately hunting for that perfect marketing research topic? We've all been there. Welcome to your new cheat-sheet – a collection of unique, compelling, and downright cool marketing research paper topics.
This isn't your standard list. We've gone beyond the beaten track, exploring the wild frontier of marketing, from neuromarketing mysteries to influencer insights. We've broken it down into digestible sections, so you can dive straight into your area of interest or academic level. Go ahead, check out these marketing research topics for papers and dissertations to make your next project shine!
In its simplest form, marketing is all about telling a compelling story to your audience. It's how businesses communicate the value of their products or services to customers, intending to promote and sell them. Yet, it's not just about selling. Marketing also involves understanding customer needs, crafting solutions to meet these needs, and building relationships that result in customer loyalty.
Now, when it comes to marketing research topics, you'll find an expansive universe of possibilities, each as diverse as the next. You might explore how to position your product to maximize impact or delve into the powerful online strategies that can make your brand viral. Or, you could examine the psychology behind consumer behavior, understanding what drives people to buy one product over another.
These are just a handful of the abundant marketing topics you can encounter. Now let’s see what branches they are divided into.
Before you choose any marketing research topic idea, let’s figure out the main branches of this field. Here are the buckets they fall into:
Choosing the right marketing research paper topic is crucial for a couple of reasons. Firstly, a good topic can keep you motivated throughout your study. It can be the difference between seeing your research as a chore or an adventure. Secondly, a well-chosen topic can contribute to the field, spark discussions, or even influence marketing strategies.
So, what makes a marketing research topic good? Most importantly, it should be an area of interest that excites you and piques your curiosity. Researching something you don't care about won't bring out your best work. Also, make sure the topic is relevant – check if it fits into the current research landscape or challenges existing knowledge. Last but not least, ask yourself if the topic is manageable within the scope of your assignment and resources.
With these criteria in mind, let's see how to select the right marketing research topic. Below are some valuable suggestions from our thesis writing service :
Remember, choosing the right topic is a journey, one that requires time, exploration, and sometimes, a bit of trial and error. Don't rush it, savor the process, and you'll end up with a great topic. But in case you are stuck, we developed a list of potential research topics in marketing – all worth attention.
We've collated a captivating list of marketing research paper topics, perfect for igniting your curiosity and sure to impress your professors. Remember to align your chosen topic with your course requirements to ensure it's the perfect fit. Let's dive in!
Eager to dive deeper into the world of marketing? Here are more fresh and exciting marketing project topics. Each is poised to offer intriguing insights and comes with plenty of data to fuel your arguments. Get ready to explore!
Looking for a theme to add a dash of intrigue to your research? Explore this list of market research topics guaranteed to spark curiosity and foster insightful discussions.
What sets outstanding marketing research projects apart? They should be relevant, intriguing, and offer new insights. With that in mind, we've compiled the best research topics in marketing that tick all these boxes. Ready to make your research truly outstanding? Dive in!
As an ever-evolving field, marketing constantly introduces new areas to investigate. It's vital to keep abreast of the latest trends to discover untapped research topics. To help you stay ahead of the curve, here are brand new marketing research topic ideas, each one reflecting innovations in the field.
Struggling to come up with an interesting research topic on marketing? Consider exploring controversial marketing ideas. These themes can help you to spark heated debates and draw attention from your tutor. Below are a few fantastic controversial marketing topics to write about.
And don't forget, you can pick a topic and entrust it to a professional essay writer online . Our experts can conduct thorough research and deliver top-quality work, no matter how complex the subject. Take your pick and let our professionals do the heavy lifting for you!
Are you searching for marketing topic ideas tailored to your academic level? You're in the right place! In the following sections, you'll discover multiple marketing essay topics and research ideas organized according to various levels of study. Scroll down, find your academic level, and start exploring!
College is a time for exploration and growth, and what better way to study this niche than with some thought-provoking marketing research ideas for college students? Take a look at these titles suitable for a college-level understanding, yet engaging enough to fuel your curiosity.
As a university student, you're expected to tackle more complex tasks. So, we've curated a list of advanced marketing research ideas, perfect for a university level understanding.
As promised, we've meticulously organized an array of marketing topics for a research paper into specific categories for your convenience. Whether you're interested in digital marketing, consumer behavior, or any other subfield, just scroll down. Below, you'll find our comprehensive collection, each with a selection of field-specific marketing research paper ideas.
Digital marketing revolves around promoting and selling products or services using digital platforms. As this domain continues to grow, it opens up a multitude of unique research avenues. Let's uncover some digital marketing topics to discuss:
Global brand strategies with setting goals, deciding on actions to achieve these goals, and mobilizing resources to execute the actions. It requires a thorough understanding of market trends, competitive landscapes, and consumer behavior. Take a glance at these topics in marketing that explore various problems and challenges in this subfield:
It’s hard to imagine our life without social media. It has revolutionized the way we communicate and interact with one another. In this regard, there are a bunch of research topics on marketing for students who need to write a social media essay or paper.
>> More ideas: Social Media Research Paper Topics
Content marketing is all about creating, publishing, and distributing content for a targeted audience. It's about storytelling, providing valuable information, and building relationships with customers. Here are some fascinating content marketing topics for research:
Consumer behavior explores how individuals, groups, and organizations select, use, and dispose of goods, services, or ideas. It seeks to understand the decision-making processes and what influences them. Consider these topics of marketing and consumer behavior:
Business-to-business (B2B) marketing focuses on selling products or services to other organizations. This subfield offers a range of topics related to marketing research. Take a look at some of our suggestions:
>> View more: Business Topics to Write About
International marketing focuses on understanding and responding to global opportunities. It requires a more extensive research approach with an eye towards cultural, political, and economic developments outside the home country. Explore these international market research ideas for papers:
Real estate marketing involves understanding and responding to the needs of potential buyers, sellers, and investors in the property market. Go through these project topics in marketing related to real estate research:
The world of distribution is multi-layered and complex, intertwined with other key areas like logistics, supply chain management, and marketing. It's about ensuring products get into the hands of customers efficiently. Investigate this exciting area with these research topics in marketing field.
Neuromarketing focuses on how psychological, cognitive, and emotional processes affect consumer behavior. It combines neuroscience with traditional marketing research for a deeper understanding of decision-making processes. Here are some interesting neuromarketing topics:
>> View more: Psychology Paper Topics
Influencer marketing blends social media and advertising. It's an evolving field, ripe for research. We invite you to check these compelling research paper topics about marketing and influencers:
Ethical marketing revolves around the principles of honesty, fairness, and responsibility in advertising practices. With an increasing emphasis on business ethics, research in this area can yield insightful findings. Consider these awesome research paper topics related to marketing and ethics:
Integrated Marketing Communication (IMC) blends different promotional tools to deliver clear, consistent, and compelling messages. IMC is crucial for brands to create unified customer experiences. Here are original, attention-grabbing integrated marketing communication topics for research :
Marketing analytics employs data and metrics to measure the success of marketing initiatives, enabling informed business decisions. Here are groundbreaking topics that offer intriguing insights into marketing analytics:
Sport marketing involves promoting teams, games, and related products to fans and broader audiences. It's an exciting field, mixing passion, business, and competition. Explore these sports marketing related topics if you are interested in this field:
Couldn't find a fitting topic in marketing? Don’t worry! We added some more ideas to choose from. Below are some additional topics you might like. Let’s continue your research on marketing topics together.
Presentations on marketing concepts can illuminate the strategies behind successful advertising campaigns, brand positioning, and customer engagement. These unique and original topics will provide an interesting spin on conventional marketing subjects:
Are you about to write a thesis or dissertation? Consider these pro-level marketing topics for thesis and dissertations:
The marketing research paper topics and ideas attached above provide a great starting point for your project. But don't be afraid to address other angles related to the subject. Whatever you choose to study, make sure you draw clear connections between your sources and your argument. And if you need any help with writing or research, remember to contact our professional academic assistants.
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Research paper on marketing: definition.
A marketing research paper is a fairly large work that requires students to collect data on different aspects of the field. Typically, students undertaking their undergrad or postgrad studies, particularly those studying in management, are the ones who commonly write this type of paper.
A research paper on marketing combines qualitative and quantitative analysis to understand various targets and markets better. The research quality and findings are always evaluated by peer review. It makes potential objections and counterarguments an integral part of the paper.
This type of paper is a widely used method of sharing progress with the academic community. So, even if you do not plan to pursue a job in the field but aim for a career in academic research, learning to write such a type of paper is crucial. And that is exactly what we can assist you with!
Not sure how to start or what to put in your research paper marketing? Do not worry! To give you a better sense of the process, we have listed the key steps below.
Step 1: Pick a good topic
The first step in writing almost any academic paper is to choose a topic that aligns with your interests. If you are unsure about your interests, a good idea is to explore the available options on the web. Next, write down at least 10 marketing research paper topics that you think fit. Lastly, narrow them down to an ideal option.
Step 2: Prepare a plan
Every research work requires a robust plan. That’s why, after you select a topic, the next step is to develop a solid research plan. Your strategy should detail each phase of the investigation, whether it is experimental or not. Once done, take the time to understand the design and type of study at this stage. If you need professional help, consider using a PhD research proposal writing service.
Step 3: Gather materials
Research papers differ significantly from essays and dissertations. You can’t simply express your opinions on the paper. Instead, you have to gather accurate and valid data from reliable sources. During the data collection stage, it is also crucial to cross-check it to ensure the data is factual and accurate. Also, use both quantitative (o-data) and qualitative (x-data) information.
Step 4: Analyze data
Just because you gathered data from various sources does not guarantee it is reliable. Some data may be irrelevant or inaccurate. So, the crucial next step is a thorough analysis. Some of the techniques you can use at this stage of your PhD marketing research process include:
Step 5: Writing and editing
Suppose you have completed all the preceding steps. The final step is to commence writing. In your digital marketing research paper, ensure meticulous citation of all data and proper structure:
Finish it before the deadline to allow time for a quality review. If you spot any errors in your paper, address them promptly.
If you aim for high grades, make sure not to skip any of the above steps. Each step is important and contributes to an effective paper.
To make topic selection easier for you, we have hand-picked 20 compelling marketing topics for research paper. Feel free to review our list and choose the one that best aligns with your interests. Also, make sure you can write a solid thesis on it.
If you are still struggling, try to look for more topics for marketing research papers on the web. Another option is to consult your supervisor. Remember, trending topics change as fast as strategies do. So, dedicate enough time to the groundwork, and you will write a perfect paper!
Writing a PhD-level paper requires a thorough approach. Here are some tips to guide you through the process:
Choose a specific niche that aligns with your interests. Make sure the selected topic has the potential to contribute to the existing knowledge.
Conduct an in-depth review of relevant literature. These are the key steps:
Develop a strong research question. It should be focused and capable of contributing new insights to the field.
Create a detailed proposal. It should outline the following:
Ensure it aligns with the standards of your institution. For those looking to enhance their project management skills, exploring a PhD project management online program can provide valuable insights and tools for managing research effectively.
Choose the most suitable methodology. Whether quantitative, qualitative, or a mix of both, ensure it fits your objectives.
Clearly outline how you’ll collect data. This may involve the following:
Employ appropriate data analysis techniques. Clearly interpret your findings and relate them to your research questions. Be prepared to discuss the implications of your results.
Seek feedback from your supervisor. Regular meetings will help you receive guidance and stay on track.
When in doubt, always consult a style guide or request a marketing research paper example from a librarian. Also, you can ask your supervisor for help. If still in doubt, consider receiving professional PhD research help from qualified experts of our writing service. Individual approach, reasonable prices, and flawless work tailored to your needs are guaranteed!
This chapter reviews recent advances in the task model and shows how this framework can be put to work to understand the major labor market trends of the last several decades. Production in each industry necessitates the completion of a range of tasks, which can be allocated to workers of different skill types or to capital. Factors of production have well-defined comparative advantage across tasks, which governs the pattern of substitution between skill groups. Technological change can: (1) augment a specific labor type—e.g., increase the productivity of labor in tasks it is already performing; (2) augment capital; (3) automate work by enabling capital to perform tasks previously allocated to labor; (4) create new tasks. The task model clarifies that these different types of technological changes have distinct effects on labor demand, factor shares and productivity, and their full impact depends on the pattern of substitution between different factors which arises endogenously in the task framework. We explore the implications of the task framework using reduced-form evidence, which highlights the central role of automation and new tasks in recent labor market trends. We also explain how general equilibrium effects ignored in these reduced-form approaches can be estimated structurally.
We thank the editors Christian Dustmann and Thomas Lemieux for their detailed comments. Acemoglu gratefully acknowledges support from the Hewlett and Smith Richardson Foundations, Kong from the Bradley Foundation, and Restrepo from the National Science Foundation (Award No. 2049427). The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.
Restrepo received compensation for advising internal research at OpenAI on the economic effects of LLMs.
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Trading decisions often encounter risk and uncertainty complexities, significantly influencing their overall performance. Recognizing the intricacies of this challenge, computational models within information systems have become essential to support and augment trading decisions. The paper introduces the concepts of trading software agents, investment strategies, and evaluation functions that automate the selection of the most suitable strategy in near real-time, offering the potential to enhance trading effectiveness. This approach holds the promise of significantly increasing the effectiveness of investments. The research also seeks to discern how changing market conditions influence the performance of these strategies, emphasizing that no single agent or strategy universally outperforms the rest. In summary, the overarching objective of this research is to contribute to the realm of financial decision-making by introducing a pragmatic platform and strategies tailored for traders, investors, and market participants in the FOREX market. Ultimately, this endeavor aims to empower people with more informed and productive trading decisions. The contributions of this work extend beyond the theoretical realm, demonstrating a commitment to address the practical challenges faced by traders and investors in real-time decision-making within the financial markets. This multidimensional approach to financial decision support promises to enhance investment effectiveness and contribute to the broader field of algorithmic trading.
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A combination of statistical analysis, financial mathematics, econometrics, and, increasingly, artificial intelligence often informs trading decisions. These methods are frequently integrated into multi-agent systems to enhance trading activities in the foreign exchange market (FOREX) [ 1 ]. These systems strongly emphasize high-frequency trading (HFT), short-term position openings/closings, and sophisticated algorithms that leverage robust indicators and modern technology. The goal is to generate profits by capitalizing on minimal price fluctuations, characterized by high-frequency occurrences, where profits often arise from market liquidity imbalances or short-term pricing inefficiencies.
In general, the trading platforms must offer real-time guidance on trading positions, such as when to open/close positions, whether to go long or short or when to step away from investments. These guidelines form specific trading strategies, defined by their verifiability, quantifiability, consistency, and objectivity [ 2 ].
A trading strategy should outline the assets, entry / exit points, and money management rules, drawing from fundamental, technical, or behavioral analysis. These strategies are validated through backtesting (historical data) or forward testing (simulated trading environments compared to real-world results). Online trading adds further challenges [ 3 ], requiring the real-time use of one or multiple algorithms, often implemented as software agents. Currently, most trading systems are based on single or numerous algorithms without employing agents [ 4 , 5 , 6 , 7 , 8 , 9 , 10 ]. They are also based on the single agent architecture [ 11 ]. This paper introduces A-Trader, a multi-agent platform designed to support financial decision-making within the FOREX market. As the A-Trader platform is presented, several critical issues in designing advisory systems for stock markets will be addressed. These challenges encompass:
Integration of Diverse Decision Sources: Harmonizing many decision sources, offering insight into effectively integrating varied inputs for informed decision-making.
Selection of Recommendation Methods and Algorithms: Exploring the crucial task of selecting the most suitable recommendation methods and algorithms.
Cooperation and Control of Advisory Algorithms: The importance of seamless collaboration and control of advisory algorithms is emphasized, providing valuable insights into optimizing algorithmic efficiency.
Composition of the Global Investment Strategy Evaluation Criterion: We underscore a holistic approach to performance assessment by examining the need for a comprehensive evaluation criterion for global investment strategies.
System Openness and Interoperability: The authors discuss the importance of system flexibility and adaptability, offering an in-depth understanding of the prerequisites for system openness.
The solutions implemented in the A-Trader platform will exemplify the issues mentioned above. A-Trader is a dynamic multi-agent experimental platform for constructing, simulating, and assessing investment strategies, catering to various investor types. Technically, A-Trader is integrated with an online data system, MetaTrader, which provides raw and preprocessed data and buy-sell decisions generated by agents using various methods. The platform develops investment strategies and continuously evaluates them based on the open/close and short/long positions determined by the most highly rated agents. The significant advantage of A-Trader over other trading platforms lies in its use of a multicriteria function to evaluate the strategy unlike platforms that rely solely on return-based metrics, A-Trader calculates a return rate based on risk-based measures, including factors like the number of transactions, gross profit, gross loss, profitable trades, consecutive profitable transactions, non-profitable successive transactions, Sharpe ratio, average volatility coefficient, and average return per transaction [ 12 , 13 ].
In this paper, it will be demonstrated that:
The use of advanced technologies and a system architecture offers better performance and greater openness than existing solutions.
Provides a flexible and agile methodology for the development of investment strategies.
It ensures more realistic trading performance analysis based not only on return-based metrics but also on risk assessment and endogenous benchmarks.
The approach allows for the creation of strategies with superior performance compared to other methods.
The multi-agent approach enables the simulation of trader behavior, which can be used to enhance FOREX decision-making processes.
The paper is structured as follows. The first part of the paper introduces A-Trader’s architecture and functionalities. The second part delves into the specifications of various trading agents. Three categories of trading agents are examined: agents based on technical analysis, agents based on macroeconomic and fundamental analysis, and behavior-based agents. Subsequently, it outlines trading strategy-building approaches using the set of available agents, and concludes with an analysis of the results from research experiments evaluating the performance of selected trading strategies on FOREX.
The design and implementation of multi-agent systems in stock trading has been a focal point for numerous projects and research reports.
This paper [ 14 ] proposes a modular multi-agent reinforcement learning-based system for financial portfolio management (MSPM) to address the challenges of scalability and reusability in adapting to ever-changing markets. Using evolving agent modules (EAMs) for generating information and Strategic Agent Modules (SAMs) for portfolio optimization, the system ensures improved adaptability and performance, evidenced by significant outperformance in US stock market data. The multi-agent deep reinforcement learning framework proposed in [ 15 ] leverages the collective intelligence of expert traders, each focused on different timeframes, to improve trading outcomes. It employs a hierarchical structure in which knowledge flows from agents trading on higher time frames to those on lower time frames, improving robustness against noise in financial data. Other examples of multi-agent architectures based on the deep reinforcement learning framework are shown in papers [ 16 ] and [ 17 ].
A proposal for a framework for evolutionary multi-agent trading for FOREX was introduced in [ 18 ]. In this paper, the authors focused on currency trading and included the impact of FX trading spread. They used technical indicators to provide temporary features from which a decision tree defined the training strategy. Tree representation classifiers were built with Genetic Programming (an evolutionary technique). The authors proposed a general FOREX Genetic Programming Framework (FXGP), and the proposed simplified framework (sFXGP) has been deployed to construct multiple agents operating concurrently [ 19 ]. The works [ 20 , 21 ] present an approach for financial market prediction, where agents examine the similarities between the ask and bid asset histories to predict quotes in real time. The paper [ 22 ] shows development of ForexMA, a multi-agent system that enhances decision-making in Forex trading by integrating both qualitative and quantitative information. The architecture includes three agents, namely, the Facts Analyzing Agent, the Decision Agent, and the Performance Analyzing Agent. The authors demonstrated that ForexMA outperforms human expert traders by delivering high-frequency, rapid solutions in a matter of seconds. This system was tested and proven to generate more accurate predictions than those made by human experts, who typically operate on lower frequency timeframes and require several hours to analyze the information.
This section analyses the methods developed not as agent-based approaches but can be transformed into agent structures in multi-agent systems.
The works [ 23 , 24 ] present the use of neuro-fuzzy computing and neural networks for making quotation predictions based on analysis of a financial time series’s geometrical patterns. Another paper proposing a behavioral approach for trading decisions is [ 25 ]. Some authors present strategies based on trading bots [ 26 ] or deep belief networks (DBN) [ 27 ] to build investment decisions based on the S&P500. Deep learning techniques, in turn, are presented in [ 28 ]. The deep learning approach is based on such methods, as recurrent neural networks, including Long Short-Term Memory [60], spiking neural networks [ 29 , 30 , 31 ]. Machine learning (ML) techniques significantly impact on the automatic identification of trading agents to identify profitable strategies to trade in the stock or currency market. Financial predictions incorporating ML approaches construct training, test, and off-sample data sets as a collection of instances using commonly used technical indicators. An example of ML models applied to trading scenarios in the FOREX market was discussed in [ 32 ]. The authors wanted to verify whether, using these models, it is possible to obtain consistently profitable returns. The authors proved that while getting good returns using simple classifiers is possible, each model needed a specific setup, including variables such as the retraining period, the size of the retraining set, and the number and type of attributes selected to construct the model. The complexities of the market require a combination of parameters that, for the same instrument, could change under different market conditions and seasons. The models needed to learn new patterns to cope with the dynamics of the market, but at the same time, to avoid noisy ways that might not be related to the current market situation could only be based on training comprised of current values of the time series using a sliding window approach.
An ensemble approach was proposed in [ 33 ] where the authors classify the FOREX market, and behavioral analyzes are considered by a certain amount, 2) downtrends when FX rates decrease by a certain amount, and 3) sideways trends. They extract features from these trends using multi-scale features. Multiple classifiers are trained using these features. Bayesian voting was used to create an ensemble of these classifiers, which can recognize trends in the market. The experimental results showed that the proposed system could accurately identify up and down trends in the FX rate signal.
Mayo states that a significant amount of intraday market data is noise or redundant, and if it is eliminated, then predictive models built using the remaining intraday data will be more accurate. He proposed an algorithm known as Evolutionary Data Selection (EDS), which uses a model building algorithm in conjunction with the available training data to find an optimal subset of those data [ 34 ].
Until now, articles have discussed the competition between multi-agent trading systems and their performance in trading scenarios [ 50 ]. Some of them explore advances in artificial economics, including agent-based models, and their applications in finance and game theory [ 51 ]. Focusing on the evolution of multi-agent foreign exchange (FX) traders, Longinov analyzes their performance in FX markets [ 18 ]. Currently, there are many platforms for HFT decision support in FOREX, such as FinEXo, Trade360, AvaTRADE, EXsignals, and Trade Chimp.
The presented theoretical and practical approaches and solutions are often insufficient for HFT decision support. They are characterized by low performance (insufficient to support HFT) and costly maintenance. Moreover, the problem with openness and integration of the technologies appears in most cases.
The existing platforms are mainly based on technical analysis. Fundamental analysis and behavioral analysis are considered to a low degree. The disadvantage of existing approaches is also a performance measurement process. Mainly return-based measures are only taken into consideration, and it causes to limitation of personalization of the strategies evaluation byways(for example, a specific group of users can take into consideration mainly the rate of return-based measures, and other groups of users want to take into consideration combining-based measures). Therefore, investors often also need other classes of measures, for example, risk-based measures, to properly manage risk. The existing platforms are also not fully open-accessible, and users can develop their strategies using the tools proposed by the given platform. It is very difficult to integrate strategies developed by a user in other software environments with the given trading platform. Therefore, the main research problem undertaken in this paper is to develop an approach that overcomes the presented disadvantages of existing approaches. For this purpose, we developed the conception and prototype of a multi-agent platform in our research.
The primary strengths inherent in multi-agent systems, including A-Trader, lie in their openness to integrate novel trading algorithms and specific functionalities that enable model-building communication among various agents. These systems operate on the principles of collective intelligence, allowing for tailored solutions using diverse market monitoring methods. Multi-agent technology facilitates the customization of solutions through agents that evaluate existing methods and preprocess learning datasets. These agents have learning capabilities, evolving their knowledge about financial market behavior. Overcoming computational challenges are achieved by leveraging a service-oriented architecture and cloud computing (SOAP). The SOAP communication protocol, as implemented in A-Trader, greatly simplifies the integration of individual solutions due to its open and easily implementable nature Footnote 1 . Incorporating PUSH technology, a common feature in distributed systems, notably accelerates information propagation within the system, as discussed in further detail in [ 35 ]. The system retrieves real-time data from the currency market using MetaTrader or JForex software. A-Trader analyzes quotation data using many criteria, ensuring near real-time processing and the capability to handle diverse data sources. For a more in-depth understanding of A-Trader’s architecture, system elements, and agent details, refer to [ 13 , 36 , 37 ].
In general terms, A-Trader is composed of agents capable of generating independent decisions. These decisions can be characterized by model building by consistency or contradiction, e.g., the two independent agents can simultaneously generate open and closed positions. Figure 1 presents an overview of the architecture and functional concept of A-Trader.
A-Trader system architecture
The main goal of the Supervisor Agent (SA) is to generate profitable trading advice to achieve a specific rate of return and reduce investment risk. This agent performs based on Basic and Intelligent agents’ decisions. It provides different trading strategies and final open/close long/short positions to the trader or automatically to the market. The Supervisor also resolves Computing Agent knowledge conflicts within the Cloud and evaluates their performance. Based on collected knowledge, this agent determines which decisions are considered in a given strategy and which are ignored.
The Notification Agent (NA) receives the data (quotations), distributes messages (signals) to various agents, and controls the system operation running in a multi-threaded manner. Information about the message flow (which agent sends signals to which agent) is read during the NA initialization from the Routing Table.
Figure 2 shows an example of the data flow inside the NA. This agent “listens” at the given port, and if information from Agent A5 is received, then NA searches, in the Routing Table, the agents who listen to messages (signals) from Agent A5. In the considered example, these are Agents A7 and A9. Next, the NA agent searches for threads being sent (Sending Threads Table) to Agents A7 and A9 and sends them through.
Data flow inside the Notification Agent
The Cloud of Computing Agents (CCA) consists of the Basic Agents Cloud (BAC) and Intelligent Agents Cloud (IAC). BAC consists of agents that preprocess the data and calculate the fundamental technical analysis indicators. IAC consists of agents with a knowledge base. They can perform the learning process and can change their internal state and parameters. This group of agents uses methods based on artificial intelligence (neural networks, rule-based systems, genetic algorithms, cognitive technologies, etc.), agents observing market behavior and agents analyzing text messages. User-defined Intelligent Agents Cloud (UAC) consists of agents created by external users. Integration of User-defined Agents within the system without installing the agent on the servers is possible in A-Trader. The result of the Basic Agents and the Intelligent Agents activity is a decision that the NA transfers to the Supervisor Agent.
The Market Communication Agents (MCA) communicate between A-Trader and the external environment. MCA provides the actual values of quotations, and they are responsible for performing open/close long/short position orders.
A visualization agent (VA) visualizes quotations, decisions, and long/short positions in the form of charts.
The layer of Cloud Computing Agents is the system’s core that analyzes signals contained in notifications and delivers decision recommendations to the Supervisor Agent. The Supervisor Agent then generates the final decision, as previously stated. Selected agents (especially belonging to CCA) running on A-Trader architecture are described in the next section.
Analyzing the computational complexity of a-Trader, it should be noted that it depends on the computational complexity of the algorithms of the individual agents. However, the architecture of the system makes it possible to determine decisions within 5 to 20 milliseconds of receiving the last quotation as an input signal (server parameters: Intel Core i7-9700K 8 cores, RAM 16 GB, NVIDIA GeForce RTX 2060 16GB, SSD M.2 480 GB, HDD SATA 7200 2000 GB).
A software agent is an intelligent program that not only executes based on acquired data but also takes specific actions to achieve a specified goal (for example, making satisfactory decisions in the FOREX market). A-Trader contains various types of agent, as mentioned in the previous chapter: Market Communication Agents, Notification Agents, Visualization Agents, Supervisor Agents, Historical Agents, and agents belonging to the cloud of computing agents (Basic Agents, Intelligent Agents, and User Agents), and currently, approximately 1600 agents are implemented on the platform. In cloud of computing agents These there are 800 basic agents (BAC) processing data agents (these agents calculate mainly technical analysis indicators related to FOREX market quotations), 500 intelligent agents (IAC), running in different aggregates and generating buy-sell decisions (about 250 agents based on three-valued logic, 250 agents based on fuzzy logic) and 300 agents generating open/close long/short positions (thus providing the strategies).
An experimental platform was designed to easily integrate new agents (user agents) and allow the reuse of existing agent decisions in new strategies. We adopted three conventions for generating agent responses / signals: three-value logic, fuzzy logic, and our signals. Three-value logic is a manner for the representation of agents’ knowledge to provide buy / sell decision signals, generated as the agent’s output signal, where the value 1 denotes a buy decision, the value -1 denotes a sell decision, and the value 0 denotes don’t care . For a trading decision, fuzzy logic agents are more appropriate. The confidence range for decisions on A-Trader is \([-1\dots 1]\) , where ’-1’ denotes a strong sell decision, ’0’ denotes a strong leave unchanged decision and ’1’ denotes a strong buy decision. The signal for open/close positions can then be generated based on a given decision’s confidence level. For example, a short position is opened when a confidence level is greater than -0.8, whereas a long position is opened when a confidence level is more significant than 0.6. As a result, open/closed positions can achieve more profitable results than positions generated based on three-value logic. It should be stressed that the level of confidence for open/close positions is very important, and it can be determined by considering trader experience or automatically determined by the Supervisor using, for example, a genetic algorithm. Specific signals are generated by agents which do not have simple/linear interpretation, for example, signals from agents with unsupervised learning.
Currently, A-Trader consists of three groups of buy/sell decision agents.
Agents based on technical analysis use three-valued logic or fuzzy logic. Technical indicators have interpretations such as the market is oversold, the power of buyers is exhausted, etc. where assembling some of these may give satisfactory results. The shorter the investment horizon, the greater the effectiveness of technical analysis. To illustrate how an agent works, let us present an example of a fuzzy logic agent called FuzzyTrendLinearRegression . This agent makes decisions in the following manner. A given number of M quotations is approximated by the equation: \(y = ax + b\) (straight line). The inclination of this line depends on the value of the coefficient “a” or the tangent value of the inclination angle using linear regression.
The FuzzyTrendLinearRegression agent specification.
The agent generates a buy signal when the coefficient value of “a” changes from positive to negative, and it generates a sell signal when the coefficient “a” changes from negative to positive. The transition of the agent’s decision is performed using the hysteresis level, defined by the coefficient value \(\delta \) .
A-Trader also consists of agents based on fundamental analysis and behavioral data. The fundamental analysis in FOREX is related to the economic, social, and political forces driving demand and supply on the currency market. The level of the supply and demand balance is affected by two main factors:
Interest rates can strengthen or weaken a particular currency where a high level of interest rates (as compared to those in other currencies) can increase the level of foreign investment in a currency, which in turn, leads to a strengthening of the currency.
The international trade balance deficit (higher value of imports than the value of exports) can usually adversely affect a currency. In this case, the currency is transferred out of a country to buy foreign products, which can lead to a devaluation of the currency.
Other factors, such as central bank interventions (e.g., by increasing / reducing foreign exchange reserves) strengthen / reduce demand for a specific currency. Fundamental analysis is based on an examination of asset markets, macroeconomic indicators, and political considerations of the country to evaluate the development of the exchange rate of a particular currency. Asset markets include stock exchanges, bond markets, and real estate. Macroeconomic indicators are measured by Gross Domestic Product, Money Supply (M1, M5, D1, W1, etc.), unemployment, inflation, foreign exchange reserves, interest rates, and productivity. Political considerations can influence the level of certainty of stability and the level of confidence in a nation’s government. The fundamental analysis agents also consider indicators such as the Consumer Price Index (CPI), Durable Goods Orders, Producer Price Index (PPI), Purchasing Managers Index (PMI) and retail sales.
However, often online fundamental analysis only sometimes provides market entry and exit points in FOREX as a lot of information emerges at regular intervals. Still, only a part of this information is relevant. Therefore, there are only a few agents based on macro-economic and fundamental analysis are implemented, notably:
Interest rates - if interest rates are higher in one country than in its neighbors, the currency prices in this country will often strengthen because a higher interest rate attracts more foreign investors.
Gross Domestic Product (GDP) is the sum of all goods and services produced/provided by domestic or foreign companies in a given country. Based on GDP, the level of growth (or contraction) of a country’s economy can be measured. This indicator has the broadest scope for the change in economic output and production in a given country. The Gross National Product (GNP), in turn, is related to the nationality of capital.
Purchasing Manager’s Index (PMI) includes data related to new orders, supplier delivery times, production, backlogs, prices, inventories, employment, import and export orders. It is characterized by high correlation with Monetary Policy Decisions and is a valuable tool to track the health of a country’s manufacturing sector.
S&P 500 is treated as a leading indicator of US equities and is meant to reflect the return/risk characteristics of the large cap universe, this index includes 500 stocks chosen on the basis of market size, liquidity industry grouping, and other factors.
FTSE 100 is a London Stock Exchange indicator and includes 100 companies characterized by the highest market capitalization on this Exchange.
WIG–is a Warsaw Stock Exchange index that includes securities listed on the main market.
To illustrate one of the agents based on macro-economic analysis, there is an agent called FuzzyNeuralNetIndices . The agent computes by applying Multilayer Perceptron to the trading decisions on the S&P500 and WIG indices.
The FuzzyNeuralNetIndices agent specification.
This agent is based on the interpretation of the money flow. If WIG20 is rising and the S&P 500 is falling, it can be predicted that investors can exchange their S&P shares for USD, then they can exchange USD for PLN to finally buy WIG shares. Therefore, if they buy PLN for USD, the value of PLN about USD should grow. Other fundamental analysis agents consider information about:
Gold prices ratio: when the price of gold goes down, then the USD often goes up (and vice versa); that means that prices of gold tend to have an inverse relationship to the price of USD and currency traders can take advantage of this relationship.
Oil price ratio: economies of oil-dependent countries grow (investors buy their currencies as a consequence) as oil prices drop.
Many experts point out that the currency market is strongly correlated with the expectations of traders and their assessment of these expectations. There is a commonly observed relationship between stock prices and the behavior of traders, notably their perception of risk and benefit. Various prognoses, bulletins, and blogs strongly influence these expectations. An understanding of investor psychology can generate profit opportunities and thus can be extremely valuable for designing trading strategies. Many studies of behavioral models are used in FOREX trading, most based on psychology theories and applying data mining methods [ 38 ]. However, to validate these models on real financial markets, detailed information about traders, their experience and knowledge, and their psychological biases is needed.
The specification of the agent working on SENTIMENT index values.
Considering the limited sources of information on these subjects, in A-Trader only a behavioral time series has been provided and a few behavioral agents have been implemented [ 20 , 39 ]. The datasets are a broad range of day-by-day indicators (sentiments) provided by Polands MarketPsych Data or INI indicator. The indicators have been computed from millions of articles and posts in the news and on social media. In the experiments, behavioral indicators such as SENTIMENT, OPTIMISM, FEAR, as they relate to specific countries and their currencies (e.g. USD/PLN) are updated every day for countries and currencies and are input directly into A-Trader agents. For example, the SENTIMENT index indicates the 24-hour rolling average score of references in news and social networks to overall positive references, net of negative references. The OPTIMISM index is a bipolar emotional indicator in the range of -1 to 1. For interpretation purposes, gradual improvement of the SENTIMENT drives the continuation of the trend.
As mentioned above, agents can generate decisions that may be mutually consistent or completely contradictory. In A-Trader, the conflicts between agents are resolved by the Supervisor. This agent receives signals from decision-making agents and evaluates their performance. Through this evaluation, the Supervisor determines the agents for building investment strategies. In this way, the Supervisor can apply various strategies to generate open/close long/short position signals. The following section describes examples of these strategies.
The strategies of A-Trader are built on the basis of the following assumptions:
Buy/sell decisions generated by a Cloud of Computing Agents form a base for strategy building. Every agent running in this Cloud sends its decision to the NA based on a unique decision method for each agent.
The Supervisor Agent builds investment strategies based on buy/sell decisions generated by Cloud Computing Agents (read from NA). These strategies generate the open/close long/short position signals.
Users–traders or bots (automatic traders), who invest in FOREX.
The strategies of A-Trader are based on more complex algorithms than algorithms based on technical analysis indicators [ 40 ] and, to illustrate the applied concept, four strategies are detailed: MyStrategy , Consensus , Evolution-based , Deep learning . These strategies have been chosen, because they were developed on the basis of the deep literature study and based on many experiments (these strategies are in the advanced phase of development in A-Trader, and the remaining strategies are in the preliminary phase of development).
The strategy called MyStrategy is built of the basis of the following technical analysis, fundamental analysis, and behavior-based agents’ signals:
FuzzyRSI based on the Relative Strength Index indicator,
FuzzyROC based on the Rate of Change indicator,
FuzzyCCI based on the Commodity Channel Index indicator,
FuzzyMACD based on the Moving Average Convergence Divergence indicator,
FuzzyBollinger based on the Bollinger Bands indicator,
FuzzyWilliams based on the Williams %R indicator,
FuzzyNeuralNetIndices,
BehavioralAgent.
This strategy is run so that the open / close short / long position signal is generated when the average of fuzzy agent signals is higher / lower than a predefined threshold.
The strategy can be defined as follows:
The specification of MyStrategy.
The strategy Consensus , built on developing a consensus that determines the issues for financial decisions, is described in detail in [ 41 , 42 ]. The consensus agent, presented in detail in [ 36 ], develops a trading strategy based on a set of decisions generated by fuzzy logic agents.
The strategy can be specified as follows:
The specification of Consensus.
The strategy Evolution-based is developed based on work [ 52 ]. This strategy determines the best thresholds for open/close long/short positions based on decisions generated by technical analysis agents, fundamental analysis agents, and behavior-based agents. The Evolution-based strategy determines which agents should be considered when generating long/closed open/short position signals. It also determines the importance of decisions generated by a specific agent. The evolutionary algorithm indicates the space of agent decisions and weights their importance. The genotype in Fig. 3 consists of the weightings and thresholds for the opening / closing of the short / long position for each agent separately.
Genotype used in the Evolution-based strategy
In addition to weighting and thresholds, every advisory agent is characterized by ’compulsory’ parameters. These parameters mean that the agent’s signal value must be open, close, or ’don’t care’. The genotype also consists of values such as Profit Taking, Trailing Stop and Stop Loss for long and short positions. The result of this algorithm is a phenotype - a set of decision rules. For example, the open short position rules for the agent at time \(T_0\) can be specified as follows:
where: \(A_n T_0\) – value of Agent n signal in time \(T_0\) ,
\(w_so_n\) – weighting for Agent n short position opening,
\(Th_so\) – threshold for Agent n short position opening,
\(C_so_n\) – compulsory parameter for Agent n short position opening.
The conditions for the open/close short/long position are divided into two parts. The algorithm checks if a threshold is reached in the first part. The threshold is checked by multiplying the signals of each agent by the corresponding weightings, then all the results are to be summed up. The first part of the condition is met if the sum is higher than the opening short position threshold. The algorithm checks if all the mandatory rules are met in the second part of the condition. If a compulsory parameter of Agent 1 (OSO1) is equal to zero, the algorithm ’does not care’ what the value of Agent 1 is. If the parameter is equal to 1, the condition will be fulfilled only when the signal value of Agent 1 is positive. Similarly, in the case where the compulsory parameter is equal to -1, the algorithm expects a negative value of Agent 1. The compulsory parameters are checked for every advising agent. The strategy can be specified as follows.
The specification of Evolution-based.
The Deep learning strategy has been implemented on an open-source \(H_2O\) platform [ 24 ]. It is a distributed, scalable, and interactive in-memory data analysis and modeling solution. This platform consists of several data analysis models, including the Deep Learning Model, for Big Data exploration. In our approach, \(H_2O\) has been integrated with A-Trader.
Schema of Deep Learning strategy
The DeepLearning H \(_2O\) Agent is controlled by Supervisor and runs in two modes, cf. Figure 4 :
Learning mode (continuous) divided into the following steps:
Import time series from A-Trader to \(H_2O\) platform ( \(H_2O\) is external module of A-Trader, therefore data are imported indirectly from A-Trader database, Notification Agent signals are not used),
Deep Learning (DL) model specification,
DL model Parametrization – (parameters such as;- number of training epochs, number of hidden layers, stopping rounds, stopping metrics, etc),
Building of DL model – on the basis of imported data structure and determined parameters,
Learning and Testing – where the training and the validation datasets are used. Long Short Term Memory architecture of the deep neural network was used. The architecture and hyperparameters of the model are as follows: three hidden LSTM layers (16, 8 and 4 units), dropout layer (rate 0.3), RELU activation function for hidden layers and linear activation function for output layer, loss function: mean squared error, optimizer: adam, metrics: mse, mae, mape, msle, number of epochs:100, batch size:32.
Forecast mode (continuous) – time series of quotations are continuously imported from the A-Trader database, and the trained model is used for predicting rates of return.
The DeepLearning H \(_2O\) Agent is supported also by the following agents [ 43 ]:
Basic Agents - perform time series pre-processing and compute the basic indicators; agents can learn and change their parameters and internal states based on their knowledge.
Intelligent Agents – running on the basis of artificial intelligence (genetic algorithms, rule-based systems, neural networks including MLP, etc.), text messages analysis-based agents, market behavior-based agents.
Decisions of Basic Agents and Intelligent Agents are sent to the Supervisor Agent.
Formally, the model used by DeepLearning H \(_2O\) Agent is defined as follows:
where: \(x^i\) is an input vector of the main quote rate of return, \(x^p,\dots ,x^q\) are inputs vectors consist of the rates of return of the quotations correlated with main quotation (e.g., main quotation is EUR/USD and correlated quotations are gold quotations and oil quotations).
This model uses log-return rates, calculated as follows:
where S \(^{i}_{t}\) denotes a price of quotation i at time t .
\(H_2O\) normalizes log-return rates and projects them in the range from -1 to 1. Input vector related to main quotation is defined as follows:
where k denotes the number of past quotations used as input.
Example of strategy visualization
\(Y_{t+1}\) values are in the range [-1, 1] (generated as fuzzy logic signals) and predict logarithmic return rates at time \(t+1\) (normalized value).
The training set consists of input vectors \(x^i\) and inputs \(x^p,\dots ,x^q\) at time t , \(t-1\) , etc., and output at time \(t+1\) . The learning process is performed on the basis of historical time series; hence the log-return rate at time \(t+1\) is known.
The Supervisor Agent uses different strategies to generate opening/closing positions, on the basis of the output of DeepLearning H \(_2O\) Agent using for instance, consensus strategy or a genetic algorithm, whereas a genetic algorithm determines threshold levels for open/closed short/long positions. The Supervisor also determines the mode of DeepLearning H \(_2O\) Agent operation. If the performance of DeepLearning H \(_2O\) Agent is low (performance measuring issues are presented in the next section), then a learning mode is initiated. If performance is high, a forecasting mode is run using a previously generated model.
The strategies provided by A-Trader can be reused and extended. The user (trader) can add a new agent or source of information by filling out a generic pattern of the agent structure. This is a process of inserting selected agents into your trading strategy.
The main aim of the experiments is to evaluate the performance of selected trading strategies. The specific aims are as follows:
running the investment strategies, developed in A-Trader, using real data form FOREX market,
the assessment of long/short positions results using return-based and risk-based measures,
comparing the performance of strategies to Buy and Hold benchmark,
confirming the results using statistical tests.
Back-testing is used to verify that the A-Trader strategies were based on the following.
GBP/PLN quotations were selected from randomly selected periods, namely
16-04-2018, 0:00 am to 19-04-2018, 23:59 pm,
23-04-2018, 0:00 am to 26-04-2018, 23:59 pm,
14-05-2018, 0:00 am to 17-05-2018, 23:59 pm.
The strategies MyStrategy , Consensus , Evolution-based were used to generate trading signals (open long/close short position equals 1, close long/open short position equals -1). Figure 5 presents an example (with description) of generated signals (the green line denotes the "long position", the red one denotes the "short position").
The Buy and Hold (B&H) strategy was used as a benchmark (the B&H strategy relies on opening a position at the beginning of the investment period and closing it at the end of this period).
Performance analysis ratios (absolute ratios) were measured in ’pips’ (a change in FOREX price of a ’point’ is called a pip).
The cost of transactions is directly proportional to the number of transactions.
It was assumed that in each transaction the investor engages 100% of the capital held where the trader can individually determine the capital management strategy.
The following measures (ratios) were used in the performance analysis [ 44 , 45 , 46 , 47 , 48 ]:
Rate of return (ratio \(x_1\) ),
Number of transactions,
Gross profit (ratio \(x_2\) ),
Gross loss (ratio \(x_3\) ),
Number of profitable transactions (ratio \(x_4\) ),
Number of profitable consecutive transactions (ratio \(x_5\) ),
Number of unprofitable consecutive transactions (ratio \(x_6\) ),
Sharpe ratio (ratio \(x_7\) ),
Average coefficient of variation (ratio \(x_8\) ),
Average rate of return per transaction (ratio \(x_9\) ), counted as the quotient of the rate of return and the number of transactions.
For comparison of the agent performance, the evaluation function was elaborated, defined as follows:
where \(x_i\) denotes the normalized values of ratios from \(x_1\) to \(x_9\) (mentioned in item 6). For this experiment, coefficients were set as follows: \(x_1\) to \(x_9=1/9\) . However, it is possible to adopt other values for these coefficients. They can be modified using, for example, an evolution-based method, or they can be determined by the trader according to his/her preferences. The functions can be easily modified, and they aggregate many assessment indicators so that users can choose which assessment criteria are most important to them. For example, a trader may be interested in achieving a high rate of return with a high level of risk or a low risk with a low rate of return. Coefficients are needed because the user can arbitrarily classify individual components. The function y returns values from the range \([0\dots 1]\) , and the agent’s performance is assigned proportionally to the function value. This is just one of the evaluation functions, as A-Trader allows a user to build other functions.
Table 1 presents the results of the performance analysis. A wide number of changes in particular ratio values significantly hinder the analysis by the trader and. Consequently, making decisions in time close to real time is very difficult. The results of the experiment allow us to come to the conclusion that the strategy ranking differs in particular periods.
In the first and second periods, Deep learning was the best evaluated strategy. In the third period, the best was the Evolution-based strategy. MyStrategy was evaluated worse than Deep learning and Consensus and B&H was ranked the lowest in all periods.
Considering all periods, it can be stated that the highest rate of return characterized the Deep learning strategy, it was ranked highest in two of the three periods. There was a lower value of the evaluation function in the third period than in Consensus case, which may result from lower values of ratios such as the average rate of return per transaction and risk measures. The Consensus strategy achieved the lowest values for risk measures. It can also be concluded that the low evaluation of MyStrategy in all periods is due not only to the level of the rate of return but also to a high risk level and a large number of unprofitable consecutive transactions. The MyStrategy is simple strategy based on decisions generated by particular agents. The results achieved by MyStrategy allow us to draw conclusions that more sophisticated multi-agent-based methods, such as consensus or deep learning, can perform better than simple strategies. The comparison of multi-agent-based methods and stand-alone methods is presented in our earlier research, for example [ 13 , 36 , 37 ].
The evaluation analysis in other trading systems (e.g., Trade Chimp, XTRADE, MetaTrader) is performed "manually" by the investor in most cases, and this is a very time-consuming process during which there is limited working of the system in real time. These systems offer basic performance measures: rate of return, highest profit, highest loss, number of transactions, total profit, number of profitable transactions, number of profitable consecutive transactions, number of unprofitable consecutive transactions. A-Trader calculates additional ratios, such as risk measurements (average coefficient of variation, Sharpe ratio), or the average rate of return for a specific transaction.
The A-Trader evaluation function enables the measurement and evaluation of investment strategies. These operations are performed automatically by the Supervisor Agent (in time close to real time), which may then advise the investor to trade on the basis of the decisions generated by the strategy characterized by the highest performance level. In addition, users can change the parameters \(a_i\) and \(x_i\) of this function to consider the preferences of the user related to particular performance measures. To confirm the results, statistical tests were performed separately for particular periods using the rate of returns generated by particular transactions in selecting a given strategy as input data. PQStat software Footnote 2 was used for this and the following hypothesis was assumed:
\(H_0\) – the given strategy was not the best in the given period (the rates of return achieved are not statistically significant).
\(H_1\) – the given strategy is the best in the given period (the rates of return achieved are statistically significant).
First, normality tests were performed. Data are characterized by a nonnormal distribution at the 5% significance level; therefore, a Friedman ANOVA test was performed that included POST-HOC (Dunn Bonferroni). The results are presented in Tables 2 , 3 , and 4 .
The calculated p-values between the returns rates generated by particular strategies are less than 0.05 in all periods. The lower probability of the p-value indicates stronger evidence against the null hypothesis. Therefore, the null hypothesis can be rejected and the return rates generated by all strategies are statistically significant, suggesting that there is a significant difference between strategies. By ranking the strategies according to the performance scores on three series of quotes, the Deep Learning strategy can be rated the highest.
The paper delves into several crucial aspects of designing decision support systems for stock traders through the lens of a multi-agent platform. Within the presented A-Trader system, agents autonomously generate buy-sell decisions using various methods and algorithms, which serve as the foundation for crafting investment strategies. Given the diversity of these decisions and strategies, the evaluation process is overseen by a specialized program known as the Supervisor Agent. This agent enables autonomous selection of the most suitable strategy in near-real time, determining when to open or close long and short positions based on the best strategy identified for a given period. The results of the experiments described in this paper and previous experiments (see [ 36 , 49 ]) highlight that the performance of specific decisions or strategies fluctuates in response to the prevailing conditions in the FOREX market. Through many experiments, it has been clearly demonstrated that no single agent or strategy consistently outperforms others across all periods. The introduction of an evaluation function further enhances this process. A-Trader distinguishes itself with its remarkable flexibility in configuring variables and evaluation functions, providing a dynamic, data-driven platform for user engagement. Investors can assess various strategies regarding returns and risks, allowing for tailored adjustments aligned with their unique requirements. In addition, A-Trader encompasses a broad spectrum of performance measures, including risk-focused metrics, underscoring the critical role of risk management. This emphasis is rooted in the inherent uncertainty and risk associated with financial investments in the FOREX market, influenced by economic cycles, interest rates, government policies, and exchange rates [ 53 ]. In contrast to existing platforms, A-Trader harnesses the consensual advice generated by multiple software agents that are proficient in fundamental, technical, and behavioral analyses [ 18 ]. Crucially, A-Trader refrains from imposing uniform evaluation strategies or functions on every user. The construction of the investment strategy assessment function remains an open endeavor, acknowledging that a one-size-fits-all solution may not exist. The paper effectively illustrates that the suitability of a linear function is expected. However, adopting a non-linear function can be intricate and must be more readily understandable to investors, often shrouded in secrecy among financial experts. A-Trader stands as an open system, giving users the tools to fashion their strategies and seamlessly integrate strategies created in other software environments.
This research offers several noteworthy contributions both to the scientific understanding of financial decision support systems and the practical application of these systems in real-world trading scenarios, notably in the areas of:
Integration of Diverse Decision Sources: A-Trader integrates a wide range of decision sources by enabling multiple agents to generate independent buy-sell decisions. This diversity of sources provides a comprehensive view of market dynamics and contributes to a more holistic decision-making process.
Agent supervision: The introduction of the Supervisor Agent serves as a pivotal contribution. This agent takes on the task of evaluating the heterogeneity of decisions and strategies. It intelligently selects the best strategy in response to the current market conditions, offering traders a pragmatic solution.
Dynamic Strategy Selection: The research highlights that no single agent or strategy consistently outperforms others in all market conditions. This observation underscores the need for an adaptive and dynamic approach to strategy selection. Using an evaluation function empowers the Supervisor Agent to automatically identify the best strategy in near-real time, enhancing investment effectiveness and responsiveness to market changes.
Flexibility in Evaluation Functions: A-Trader allows users to configure variables and evaluation functions, promoting a data-driven approach to user engagement. This flexibility ensures that investors can tailor their strategies based on their unique risk tolerance and performance criteria preferences.
Risk Management Integration: A-Trader acknowledges the inherent risk and uncertainty associated with financial investments in the FOREX market. By considering a wide range of performance measures, including risk-based metrics, the platform emphasizes the importance of risk management. This is a crucial scientific contribution, as it addresses a key challenge in real-world trading.
Open System and Interoperability: A-Trader’s open system architecture is a scientific breakthrough. It allows users to seamlessly build their strategies and integrate strategies from other software environments. This interoperability enhances the practical utility of the platform, making it adaptable to the diverse needs of traders and investors.
In a pragmatic sense, A-Trader offers traders, investors, and market participants a sophisticated tool that leverages multiple agents for decision support. Provides a more adaptable and responsive approach to trading in the dynamic FOREX market. In addition, it is a pioneering platform that bridges the gap between scientific research and practical trading strategies. The limitation of this approach is the high computational complexity it entails. For example, when A-Trader runs for a month, it processes a substantial amount of data, approximately 1TB. In addition, there is a lack of direct communication between agents, and the Notification Agent acts as an intermediary to transmit signals. Consequently, this agent is a critical component of system performance. The limitation of this research is that we used only one pair of quotations in the experiments. These challenges will be the focus of further research. The ongoing research will include developing a directional change algorithm , an evolutionary approach to determine learning parameters, and implementing cognitive agents based on fundamental analysis and expert opinions. Further research on the application of spiking neural networks in a-Trader should also be performed. Overall, the contributions of this work extend beyond the theoretical realm, demonstrating a commitment to addressing the practical challenges traders and investors face in real-time decision making within financial markets. This multidimensional approach to financial decision support promises to enhance investment effectiveness and contribute to the broader field of algorithmic trading.
Data will be made available on request.
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This research was founded by the Ministry of Science and Higher Education in Poland under the program "Regional Initiative of Excellence" [No. 015/RID/2018/19].
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Marcin Hernes & Maciej Pondel
International University of Logistics and Transport in Wroclaw, Sołtysowicka 19B, Wrocław, 51-168, Poland
Jerzy Korczak
Department of Applied Informatics, Wrocław University of Science and Technology, Wyb. Wyspiańskiego 27, Wroc,ław, 50-370, Poland
Dariusz Krol
Department of Information Systems, University of Münster, Leonardo Campus 3, Münster, 9, Germany
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Conceptualization: Jerzy Korczak, Marcin Hernes; Methodology: Jerzy Korczak, Marcin Hernes; Formal analysis and investigation: Jörg Becker, Dariusz Król; Writing - original draft preparation: Marcin Hernes, Maciej Pondel, Dariusz Król; Writing - review and editing: Jerzy Korczak, Jörg Becker; Funding acquisition: Marcin Hernes; Resources: Marcin Hernes, Maciej Pondel; Supervision: Jerzy Korczak, Marcin Hernes.
Correspondence to Marcin Hernes .
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Hernes, M., Korczak, J., Krol, D. et al. Multi-agent platform to support trading decisions in the FOREX market. Appl Intell (2024). https://doi.org/10.1007/s10489-024-05770-x
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Humanities and Social Sciences Communications volume 11 , Article number: 1115 ( 2024 ) Cite this article
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The rapid expansion of information technology and the intensification of population aging are two prominent features of contemporary societal development. Investigating older adults’ acceptance and use of technology is key to facilitating their integration into an information-driven society. Given this context, the technology acceptance of older adults has emerged as a prioritized research topic, attracting widespread attention in the academic community. However, existing research remains fragmented and lacks a systematic framework. To address this gap, we employed bibliometric methods, utilizing the Web of Science Core Collection to conduct a comprehensive review of literature on older adults’ technology acceptance from 2013 to 2023. Utilizing VOSviewer and CiteSpace for data assessment and visualization, we created knowledge mappings of research on older adults’ technology acceptance. Our study employed multidimensional methods such as co-occurrence analysis, clustering, and burst analysis to: (1) reveal research dynamics, key journals, and domains in this field; (2) identify leading countries, their collaborative networks, and core research institutions and authors; (3) recognize the foundational knowledge system centered on theoretical model deepening, emerging technology applications, and research methods and evaluation, uncovering seminal literature and observing a shift from early theoretical and influential factor analyses to empirical studies focusing on individual factors and emerging technologies; (4) moreover, current research hotspots are primarily in the areas of factors influencing technology adoption, human-robot interaction experiences, mobile health management, and aging-in-place technology, highlighting the evolutionary context and quality distribution of research themes. Finally, we recommend that future research should deeply explore improvements in theoretical models, long-term usage, and user experience evaluation. Overall, this study presents a clear framework of existing research in the field of older adults’ technology acceptance, providing an important reference for future theoretical exploration and innovative applications.
Introduction.
In contemporary society, the rapid development of information technology has been intricately intertwined with the intensifying trend of population aging. According to the latest United Nations forecast, by 2050, the global population aged 65 and above is expected to reach 1.6 billion, representing about 16% of the total global population (UN 2023 ). Given the significant challenges of global aging, there is increasing evidence that emerging technologies have significant potential to maintain health and independence for older adults in their home and healthcare environments (Barnard et al. 2013 ; Soar 2010 ; Vancea and Solé-Casals 2016 ). This includes, but is not limited to, enhancing residential safety with smart home technologies (Touqeer et al. 2021 ; Wang et al. 2022 ), improving living independence through wearable technologies (Perez et al. 2023 ), and increasing medical accessibility via telehealth services (Kruse et al. 2020 ). Technological innovations are redefining the lifestyles of older adults, encouraging a shift from passive to active participation (González et al. 2012 ; Mostaghel 2016 ). Nevertheless, the effective application and dissemination of technology still depends on user acceptance and usage intentions (Naseri et al. 2023 ; Wang et al. 2023a ; Xia et al. 2024 ; Yu et al. 2023 ). Particularly, older adults face numerous challenges in accepting and using new technologies. These challenges include not only physical and cognitive limitations but also a lack of technological experience, along with the influences of social and economic factors (Valk et al. 2018 ; Wilson et al. 2021 ).
User acceptance of technology is a significant focus within information systems (IS) research (Dai et al. 2024 ), with several models developed to explain and predict user behavior towards technology usage, including the Technology Acceptance Model (TAM) (Davis 1989 ), TAM2, TAM3, and the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al. 2003 ). Older adults, as a group with unique needs, exhibit different behavioral patterns during technology acceptance than other user groups, and these uniquenesses include changes in cognitive abilities, as well as motivations, attitudes, and perceptions of the use of new technologies (Chen and Chan 2011 ). The continual expansion of technology introduces considerable challenges for older adults, rendering the understanding of their technology acceptance a research priority. Thus, conducting in-depth research into older adults’ acceptance of technology is critically important for enhancing their integration into the information society and improving their quality of life through technological advancements.
Reviewing relevant literature to identify research gaps helps further solidify the theoretical foundation of the research topic. However, many existing literature reviews primarily focus on the factors influencing older adults’ acceptance or intentions to use technology. For instance, Ma et al. ( 2021 ) conducted a comprehensive analysis of the determinants of older adults’ behavioral intentions to use technology; Liu et al. ( 2022 ) categorized key variables in studies of older adults’ technology acceptance, noting a shift in focus towards social and emotional factors; Yap et al. ( 2022 ) identified seven categories of antecedents affecting older adults’ use of technology from an analysis of 26 articles, including technological, psychological, social, personal, cost, behavioral, and environmental factors; Schroeder et al. ( 2023 ) extracted 119 influencing factors from 59 articles and further categorized these into six themes covering demographics, health status, and emotional awareness. Additionally, some studies focus on the application of specific technologies, such as Ferguson et al. ( 2021 ), who explored barriers and facilitators to older adults using wearable devices for heart monitoring, and He et al. ( 2022 ) and Baer et al. ( 2022 ), who each conducted in-depth investigations into the acceptance of social assistive robots and mobile nutrition and fitness apps, respectively. In summary, current literature reviews on older adults’ technology acceptance exhibit certain limitations. Due to the interdisciplinary nature and complex knowledge structure of this field, traditional literature reviews often rely on qualitative analysis, based on literature analysis and periodic summaries, which lack sufficient objectivity and comprehensiveness. Additionally, systematic research is relatively limited, lacking a macroscopic description of the research trajectory from a holistic perspective. Over the past decade, research on older adults’ technology acceptance has experienced rapid growth, with a significant increase in literature, necessitating the adoption of new methods to review and examine the developmental trends in this field (Chen 2006 ; Van Eck and Waltman 2010 ). Bibliometric analysis, as an effective quantitative research method, analyzes published literature through visualization, offering a viable approach to extracting patterns and insights from a large volume of papers, and has been widely applied in numerous scientific research fields (Achuthan et al. 2023 ; Liu and Duffy 2023 ). Therefore, this study will employ bibliometric methods to systematically analyze research articles related to older adults’ technology acceptance published in the Web of Science Core Collection from 2013 to 2023, aiming to understand the core issues and evolutionary trends in the field, and to provide valuable references for future related research. Specifically, this study aims to explore and answer the following questions:
RQ1: What are the research dynamics in the field of older adults’ technology acceptance over the past decade? What are the main academic journals and fields that publish studies related to older adults’ technology acceptance?
RQ2: How is the productivity in older adults’ technology acceptance research distributed among countries, institutions, and authors?
RQ3: What are the knowledge base and seminal literature in older adults’ technology acceptance research? How has the research theme progressed?
RQ4: What are the current hot topics and their evolutionary trajectories in older adults’ technology acceptance research? How is the quality of research distributed?
Research method.
In recent years, bibliometrics has become one of the crucial methods for analyzing literature reviews and is widely used in disciplinary and industrial intelligence analysis (Jing et al. 2023 ; Lin and Yu 2024a ; Wang et al. 2024a ; Xu et al. 2021 ). Bibliometric software facilitates the visualization analysis of extensive literature data, intuitively displaying the network relationships and evolutionary processes between knowledge units, and revealing the underlying knowledge structure and potential information (Chen et al. 2024 ; López-Robles et al. 2018 ; Wang et al. 2024c ). This method provides new insights into the current status and trends of specific research areas, along with quantitative evidence, thereby enhancing the objectivity and scientific validity of the research conclusions (Chen et al. 2023 ; Geng et al. 2024 ). VOSviewer and CiteSpace are two widely used bibliometric software tools in academia (Pan et al. 2018 ), recognized for their robust functionalities based on the JAVA platform. Although each has its unique features, combining these two software tools effectively constructs mapping relationships between literature knowledge units and clearly displays the macrostructure of the knowledge domains. Particularly, VOSviewer, with its excellent graphical representation capabilities, serves as an ideal tool for handling large datasets and precisely identifying the focal points and hotspots of research topics. Therefore, this study utilizes VOSviewer (version 1.6.19) and CiteSpace (version 6.1.R6), combined with in-depth literature analysis, to comprehensively examine and interpret the research theme of older adults’ technology acceptance through an integrated application of quantitative and qualitative methods.
Web of Science is a comprehensively recognized database in academia, featuring literature that has undergone rigorous peer review and editorial scrutiny (Lin and Yu 2024b ; Mongeon and Paul-Hus 2016 ; Pranckutė 2021 ). This study utilizes the Web of Science Core Collection as its data source, specifically including three major citation indices: Science Citation Index Expanded (SCIE), Social Sciences Citation Index (SSCI), and Arts & Humanities Citation Index (A&HCI). These indices encompass high-quality research literature in the fields of science, social sciences, and arts and humanities, ensuring the comprehensiveness and reliability of the data. We combined “older adults” with “technology acceptance” through thematic search, with the specific search strategy being: TS = (elder OR elderly OR aging OR ageing OR senile OR senior OR old people OR “older adult*”) AND TS = (“technology acceptance” OR “user acceptance” OR “consumer acceptance”). The time span of literature search is from 2013 to 2023, with the types limited to “Article” and “Review” and the language to “English”. Additionally, the search was completed by October 27, 2023, to avoid data discrepancies caused by database updates. The initial search yielded 764 journal articles. Given that searches often retrieve articles that are superficially relevant but actually non-compliant, manual screening post-search was essential to ensure the relevance of the literature (Chen et al. 2024 ). Through manual screening, articles significantly deviating from the research theme were eliminated and rigorously reviewed. Ultimately, this study obtained 500 valid sample articles from the Web of Science Core Collection. The complete PRISMA screening process is illustrated in Fig. 1 .
Presentation of the data culling process in detail.
Raw data exported from databases often contain multiple expressions of the same terminology (Nguyen and Hallinger 2020 ). To ensure the accuracy and consistency of data, it is necessary to standardize the raw data (Strotmann and Zhao 2012 ). This study follows the data standardization process proposed by Taskin and Al ( 2019 ), mainly executing the following operations:
(1) Standardization of author and institution names is conducted to address different name expressions for the same author. For instance, “Chan, Alan Hoi Shou” and “Chan, Alan H. S.” are considered the same author, and distinct authors with the same name are differentiated by adding identifiers. Diverse forms of institutional names are unified to address variations caused by name changes or abbreviations, such as standardizing “FRANKFURT UNIV APPL SCI” and “Frankfurt University of Applied Sciences,” as well as “Chinese University of Hong Kong” and “University of Hong Kong” to consistent names.
(2) Different expressions of journal names are unified. For example, “International Journal of Human-Computer Interaction” and “Int J Hum Comput Interact” are standardized to a single name. This ensures consistency in journal names and prevents misclassification of literature due to differing journal names. Additionally, it involves checking if the journals have undergone name changes in the past decade to prevent any impact on the analysis due to such changes.
(3) Keywords data are cleansed by removing words that do not directly pertain to specific research content (e.g., people, review), merging synonyms (e.g., “UX” and “User Experience,” “aging-in-place” and “aging in place”), and standardizing plural forms of keywords (e.g., “assistive technologies” and “assistive technology,” “social robots” and “social robot”). This reduces redundant information in knowledge mapping.
Distribution power (rq1), literature descriptive statistical analysis.
Table 1 presents a detailed descriptive statistical overview of the literature in the field of older adults’ technology acceptance. After deduplication using the CiteSpace software, this study confirmed a valid sample size of 500 articles. Authored by 1839 researchers, the documents encompass 792 research institutions across 54 countries and are published in 217 different academic journals. As of the search cutoff date, these articles have accumulated 13,829 citations, with an annual average of 1156 citations, and an average of 27.66 citations per article. The h-index, a composite metric of quantity and quality of scientific output (Kamrani et al. 2021 ), reached 60 in this study.
The number of publications and citations are significant indicators of the research field’s development, reflecting its continuity, attention, and impact (Ale Ebrahim et al. 2014 ). The ranking of annual publications and citations in the field of older adults’ technology acceptance studies is presented chronologically in Fig. 2A . The figure shows a clear upward trend in the amount of literature in this field. Between 2013 and 2017, the number of publications increased slowly and decreased in 2018. However, in 2019, the number of publications increased rapidly to 52 and reached a peak of 108 in 2022, which is 6.75 times higher than in 2013. In 2022, the frequency of document citations reached its highest point with 3466 citations, reflecting the widespread recognition and citation of research in this field. Moreover, the curve of the annual number of publications fits a quadratic function, with a goodness-of-fit R 2 of 0.9661, indicating that the number of future publications is expected to increase even more rapidly.
A Trends in trends in annual publications and citations (2013–2023). B Overlay analysis of the distribution of discipline fields.
Figure 2B shows that research on older adults’ technology acceptance involves the integration of multidisciplinary knowledge. According to Web of Science Categories, these 500 articles are distributed across 85 different disciplines. We have tabulated the top ten disciplines by publication volume (Table 2 ), which include Medical Informatics (75 articles, 15.00%), Health Care Sciences & Services (71 articles, 14.20%), Gerontology (61 articles, 12.20%), Public Environmental & Occupational Health (57 articles, 11.40%), and Geriatrics & Gerontology (52 articles, 10.40%), among others. The high output in these disciplines reflects the concentrated global academic interest in this comprehensive research topic. Additionally, interdisciplinary research approaches provide diverse perspectives and a solid theoretical foundation for studies on older adults’ technology acceptance, also paving the way for new research directions.
A dual-map overlay is a CiteSpace map superimposed on top of a base map, which shows the interrelationships between journals in different domains, representing the publication and citation activities in each domain (Chen and Leydesdorff 2014 ). The overlay map reveals the link between the citing domain (on the left side) and the cited domain (on the right side), reflecting the knowledge flow of the discipline at the journal level (Leydesdorff and Rafols 2012 ). We utilize the in-built Z-score algorithm of the software to cluster the graph, as shown in Fig. 3 .
The left side shows the citing journal, and the right side shows the cited journal.
Figure 3 shows the distribution of citing journals clusters for older adults’ technology acceptance on the left side, while the right side refers to the main cited journals clusters. Two knowledge flow citation trajectories were obtained; they are presented by the color of the cited regions, and the thickness of these trajectories is proportional to the Z-score scaled frequency of citations (Chen et al. 2014 ). Within the cited regions, the most popular fields with the most records covered are “HEALTH, NURSING, MEDICINE” and “PSYCHOLOGY, EDUCATION, SOCIAL”, and the elliptical aspect ratio of these two fields stands out. Fields have prominent elliptical aspect ratios, highlighting their significant influence on older adults’ technology acceptance research. Additionally, the major citation trajectories originate in these two areas and progress to the frontier research area of “PSYCHOLOGY, EDUCATION, HEALTH”. It is worth noting that the citation trajectory from “PSYCHOLOGY, EDUCATION, SOCIAL” has a significant Z-value (z = 6.81), emphasizing the significance and impact of this development path. In the future, “MATHEMATICS, SYSTEMS, MATHEMATICAL”, “MOLECULAR, BIOLOGY, IMMUNOLOGY”, and “NEUROLOGY, SPORTS, OPHTHALMOLOGY” may become emerging fields. The fields of “MEDICINE, MEDICAL, CLINICAL” may be emerging areas of cutting-edge research.
Table 3 provides statistics for the top ten journals by publication volume in the field of older adults’ technology acceptance. Together, these journals have published 137 articles, accounting for 27.40% of the total publications, indicating that there is no highly concentrated core group of journals in this field, with publications being relatively dispersed. Notably, Computers in Human Behavior , Journal of Medical Internet Research , and International Journal of Human-Computer Interaction each lead with 15 publications. In terms of citation metrics, International Journal of Medical Informatics and Computers in Human Behavior stand out significantly, with the former accumulating a total of 1,904 citations, averaging 211.56 citations per article, and the latter totaling 1,449 citations, with an average of 96.60 citations per article. These figures emphasize the academic authority and widespread impact of these journals within the research field.
Countries and collaborations analysis.
The analysis revealed the global research pattern for country distribution and collaboration (Chen et al. 2019 ). Figure 4A shows the network of national collaborations on older adults’ technology acceptance research. The size of the bubbles represents the amount of publications in each country, while the thickness of the connecting lines expresses the closeness of the collaboration among countries. Generally, this research subject has received extensive international attention, with China and the USA publishing far more than any other countries. China has established notable research collaborations with the USA, UK and Malaysia in this field, while other countries have collaborations, but the closeness is relatively low and scattered. Figure 4B shows the annual publication volume dynamics of the top ten countries in terms of total publications. Since 2017, China has consistently increased its annual publications, while the USA has remained relatively stable. In 2019, the volume of publications in each country increased significantly, this was largely due to the global outbreak of the COVID-19 pandemic, which has led to increased reliance on information technology among the elderly for medical consultations, online socialization, and health management (Sinha et al. 2021 ). This phenomenon has led to research advances in technology acceptance among older adults in various countries. Table 4 shows that the top ten countries account for 93.20% of the total cumulative number of publications, with each country having published more than 20 papers. Among these ten countries, all of them except China are developed countries, indicating that the research field of older adults’ technology acceptance has received general attention from developed countries. Currently, China and the USA were the leading countries in terms of publications with 111 and 104 respectively, accounting for 22.20% and 20.80%. The UK, Germany, Italy, and the Netherlands also made significant contributions. The USA and China ranked first and second in terms of the number of citations, while the Netherlands had the highest average citations, indicating the high impact and quality of its research. The UK has shown outstanding performance in international cooperation, while the USA highlights its significant academic influence in this field with the highest h-index value.
A National collaboration network. B Annual volume of publications in the top 10 countries.
Analyzing the number of publications and citations can reveal an institution’s or author’s research strength and influence in a particular research area (Kwiek 2021 ). Tables 5 and 6 show the statistics of the institutions and authors whose publication counts are in the top ten, respectively. As shown in Table 5 , higher education institutions hold the main position in this research field. Among the top ten institutions, City University of Hong Kong and The University of Hong Kong from China lead with 14 and 9 publications, respectively. City University of Hong Kong has the highest h-index, highlighting its significant influence in the field. It is worth noting that Tilburg University in the Netherlands is not among the top five in terms of publications, but the high average citation count (130.14) of its literature demonstrates the high quality of its research.
After analyzing the authors’ output using Price’s Law (Redner 1998 ), the highest number of publications among the authors counted ( n = 10) defines a publication threshold of 3 for core authors in this research area. As a result of quantitative screening, a total of 63 core authors were identified. Table 6 shows that Chen from Zhejiang University, China, Ziefle from RWTH Aachen University, Germany, and Rogers from Macquarie University, Australia, were the top three authors in terms of the number of publications, with 10, 9, and 8 articles, respectively. In terms of average citation rate, Peek and Wouters, both scholars from the Netherlands, have significantly higher rates than other scholars, with 183.2 and 152.67 respectively. This suggests that their research is of high quality and widely recognized. Additionally, Chen and Rogers have high h-indices in this field.
Research knowledge base.
Co-citation relationships occur when two documents are cited together (Zhang and Zhu 2022 ). Co-citation mapping uses references as nodes to represent the knowledge base of a subject area (Min et al. 2021). Figure 5A illustrates co-occurrence mapping in older adults’ technology acceptance research, where larger nodes signify higher co-citation frequencies. Co-citation cluster analysis can be used to explore knowledge structure and research boundaries (Hota et al. 2020 ; Shiau et al. 2023 ). The co-citation clustering mapping of older adults’ technology acceptance research literature (Fig. 5B ) shows that the Q value of the clustering result is 0.8129 (>0.3), and the average value of the weight S is 0.9391 (>0.7), indicating that the clusters are uniformly distributed with a significant and credible structure. This further proves that the boundaries of the research field are clear and there is significant differentiation in the field. The figure features 18 cluster labels, each associated with thematic color blocks corresponding to different time slices. Highlighted emerging research themes include #2 Smart Home Technology, #7 Social Live, and #10 Customer Service. Furthermore, the clustering labels extracted are primarily classified into three categories: theoretical model deepening, emerging technology applications, research methods and evaluation, as detailed in Table 7 .
A Co-citation analysis of references. B Clustering network analysis of references.
The top ten nodes in terms of co-citation frequency were selected for further analysis. Table 8 displays the corresponding node information. Studies were categorized into four main groups based on content analysis. (1) Research focusing on specific technology usage by older adults includes studies by Peek et al. ( 2014 ), Ma et al. ( 2016 ), Hoque and Sorwar ( 2017 ), and Li et al. ( 2019 ), who investigated the factors influencing the use of e-technology, smartphones, mHealth, and smart wearables, respectively. (2) Concerning the development of theoretical models of technology acceptance, Chen and Chan ( 2014 ) introduced the Senior Technology Acceptance Model (STAM), and Macedo ( 2017 ) analyzed the predictive power of UTAUT2 in explaining older adults’ intentional behaviors and information technology usage. (3) In exploring older adults’ information technology adoption and behavior, Lee and Coughlin ( 2015 ) emphasized that the adoption of technology by older adults is a multifactorial process that includes performance, price, value, usability, affordability, accessibility, technical support, social support, emotion, independence, experience, and confidence. Yusif et al. ( 2016 ) conducted a literature review examining the key barriers affecting older adults’ adoption of assistive technology, including factors such as privacy, trust, functionality/added value, cost, and stigma. (4) From the perspective of research into older adults’ technology acceptance, Mitzner et al. ( 2019 ) assessed the long-term usage of computer systems designed for the elderly, whereas Guner and Acarturk ( 2020 ) compared information technology usage and acceptance between older and younger adults. The breadth and prevalence of this literature make it a vital reference for researchers in the field, also providing new perspectives and inspiration for future research directions.
Burst citation is a node of literature that guides the sudden change in dosage, which usually represents a prominent development or major change in a particular field, with innovative and forward-looking qualities. By analyzing the emergent literature, it is often easy to understand the dynamics of the subject area, mapping the emerging thematic change (Chen et al. 2022 ). Figure 6 shows the burst citation mapping in the field of older adults’ technology acceptance research, with burst citations represented by red nodes (Fig. 6A ). For the ten papers with the highest burst intensity (Fig. 6B ), this study will conduct further analysis in conjunction with literature review.
A Burst detection of co-citation. B The top 10 references with the strongest citation bursts.
As shown in Fig. 6 , Mitzner et al. ( 2010 ) broke the stereotype that older adults are fearful of technology, found that they actually have positive attitudes toward technology, and emphasized the centrality of ease of use and usefulness in the process of technology acceptance. This finding provides an important foundation for subsequent research. During the same period, Wagner et al. ( 2010 ) conducted theory-deepening and applied research on technology acceptance among older adults. The research focused on older adults’ interactions with computers from the perspective of Social Cognitive Theory (SCT). This expanded the understanding of technology acceptance, particularly regarding the relationship between behavior, environment, and other SCT elements. In addition, Pan and Jordan-Marsh ( 2010 ) extended the TAM to examine the interactions among predictors of perceived usefulness, perceived ease of use, subjective norm, and convenience conditions when older adults use the Internet, taking into account the moderating roles of gender and age. Heerink et al. ( 2010 ) adapted and extended the UTAUT, constructed a technology acceptance model specifically designed for older users’ acceptance of assistive social agents, and validated it using controlled experiments and longitudinal data, explaining intention to use by combining functional assessment and social interaction variables.
Then the research theme shifted to an in-depth analysis of the factors influencing technology acceptance among older adults. Two papers with high burst strengths emerged during this period: Peek et al. ( 2014 ) (Strength = 12.04), Chen and Chan ( 2014 ) (Strength = 9.81). Through a systematic literature review and empirical study, Peek STM and Chen K, among others, identified multidimensional factors that influence older adults’ technology acceptance. Peek et al. ( 2014 ) analyzed literature on the acceptance of in-home care technology among older adults and identified six factors that influence their acceptance: concerns about technology, expected benefits, technology needs, technology alternatives, social influences, and older adult characteristics, with a focus on differences between pre- and post-implementation factors. Chen and Chan ( 2014 ) constructed the STAM by administering a questionnaire to 1012 older adults and adding eight important factors, including technology anxiety, self-efficacy, cognitive ability, and physical function, based on the TAM. This enriches the theoretical foundation of the field. In addition, Braun ( 2013 ) highlighted the role of perceived usefulness, trust in social networks, and frequency of Internet use in older adults’ use of social networks, while ease of use and social pressure were not significant influences. These findings contribute to the study of older adults’ technology acceptance within specific technology application domains.
Recent research has focused on empirical studies of personal factors and emerging technologies. Ma et al. ( 2016 ) identified key personal factors affecting smartphone acceptance among older adults through structured questionnaires and face-to-face interviews with 120 participants. The study found that cost, self-satisfaction, and convenience were important factors influencing perceived usefulness and ease of use. This study offers empirical evidence to comprehend the main factors that drive smartphone acceptance among Chinese older adults. Additionally, Yusif et al. ( 2016 ) presented an overview of the obstacles that hinder older adults’ acceptance of assistive technologies, focusing on privacy, trust, and functionality.
In summary, research on older adults’ technology acceptance has shifted from early theoretical deepening and analysis of influencing factors to empirical studies in the areas of personal factors and emerging technologies, which have greatly enriched the theoretical basis of older adults’ technology acceptance and provided practical guidance for the design of emerging technology products.
Core keywords analysis.
Keywords concise the main idea and core of the literature, and are a refined summary of the research content (Huang et al. 2021 ). In CiteSpace, nodes with a centrality value greater than 0.1 are considered to be critical nodes. Analyzing keywords with high frequency and centrality helps to visualize the hot topics in the research field (Park et al. 2018 ). The merged keywords were imported into CiteSpace, and the top 10 keywords were counted and sorted by frequency and centrality respectively, as shown in Table 9 . The results show that the keyword “TAM” has the highest frequency (92), followed by “UTAUT” (24), which reflects that the in-depth study of the existing technology acceptance model and its theoretical expansion occupy a central position in research related to older adults’ technology acceptance. Furthermore, the terms ‘assistive technology’ and ‘virtual reality’ are both high-frequency and high-centrality terms (frequency = 17, centrality = 0.10), indicating that the research on assistive technology and virtual reality for older adults is the focus of current academic attention.
Using VOSviewer for keyword co-occurrence analysis organizes keywords into groups or clusters based on their intrinsic connections and frequencies, clearly highlighting the research field’s hot topics. The connectivity among keywords reveals correlations between different topics. To ensure accuracy, the analysis only considered the authors’ keywords. Subsequently, the keywords were filtered by setting the keyword frequency to 5 to obtain the keyword clustering map of the research on older adults’ technology acceptance research keyword clustering mapping (Fig. 7 ), combined with the keyword co-occurrence clustering network (Fig. 7A ) and the corresponding density situation (Fig. 7B ) to make a detailed analysis of the following four groups of clustered themes.
A Co-occurrence clustering network. B Keyword density.
Cluster #1—Research on the factors influencing technology adoption among older adults is a prominent topic, covering age, gender, self-efficacy, attitude, and and intention to use (Berkowsky et al. 2017 ; Wang et al. 2017 ). It also examined older adults’ attitudes towards and acceptance of digital health technologies (Ahmad and Mozelius, 2022 ). Moreover, the COVID-19 pandemic, significantly impacting older adults’ technology attitudes and usage, has underscored the study’s importance and urgency. Therefore, it is crucial to conduct in-depth studies on how older adults accept, adopt, and effectively use new technologies, to address their needs and help them overcome the digital divide within digital inclusion. This will improve their quality of life and healthcare experiences.
Cluster #2—Research focuses on how older adults interact with assistive technologies, especially assistive robots and health monitoring devices, emphasizing trust, usability, and user experience as crucial factors (Halim et al. 2022 ). Moreover, health monitoring technologies effectively track and manage health issues common in older adults, like dementia and mild cognitive impairment (Lussier et al. 2018 ; Piau et al. 2019 ). Interactive exercise games and virtual reality have been deployed to encourage more physical and cognitive engagement among older adults (Campo-Prieto et al. 2021 ). Personalized and innovative technology significantly enhances older adults’ participation, improving their health and well-being.
Cluster #3—Optimizing health management for older adults using mobile technology. With the development of mobile health (mHealth) and health information technology, mobile applications, smartphones, and smart wearable devices have become effective tools to help older users better manage chronic conditions, conduct real-time health monitoring, and even receive telehealth services (Dupuis and Tsotsos 2018 ; Olmedo-Aguirre et al. 2022 ; Kim et al. 2014 ). Additionally, these technologies can mitigate the problem of healthcare resource inequality, especially in developing countries. Older adults’ acceptance and use of these technologies are significantly influenced by their behavioral intentions, motivational factors, and self-management skills. These internal motivational factors, along with external factors, jointly affect older adults’ performance in health management and quality of life.
Cluster #4—Research on technology-assisted home care for older adults is gaining popularity. Environmentally assisted living enhances older adults’ independence and comfort at home, offering essential support and security. This has a crucial impact on promoting healthy aging (Friesen et al. 2016 ; Wahlroos et al. 2023 ). The smart home is a core application in this field, providing a range of solutions that facilitate independent living for the elderly in a highly integrated and user-friendly manner. This fulfills different dimensions of living and health needs (Majumder et al. 2017 ). Moreover, eHealth offers accurate and personalized health management and healthcare services for older adults (Delmastro et al. 2018 ), ensuring their needs are met at home. Research in this field often employs qualitative methods and structural equation modeling to fully understand older adults’ needs and experiences at home and analyze factors influencing technology adoption.
To gain a deeper understanding of the evolutionary trends in research hotspots within the field of older adults’ technology acceptance, we conducted a statistical analysis of the average appearance times of keywords, using CiteSpace to generate the time-zone evolution mapping (Fig. 8 ) and burst keywords. The time-zone mapping visually displays the evolution of keywords over time, intuitively reflecting the frequency and initial appearance of keywords in research, commonly used to identify trends in research topics (Jing et al. 2024a ; Kumar et al. 2021 ). Table 10 lists the top 15 keywords by burst strength, with the red sections indicating high-frequency citations and their burst strength in specific years. These burst keywords reveal the focus and trends of research themes over different periods (Kleinberg 2002 ). Combining insights from the time-zone mapping and burst keywords provides more objective and accurate research insights (Wang et al. 2023b ).
Reflecting the frequency and time of first appearance of keywords in the study.
An integrated analysis of Fig. 8 and Table 10 shows that early research on older adults’ technology acceptance primarily focused on factors such as perceived usefulness, ease of use, and attitudes towards information technology, including their use of computers and the internet (Pan and Jordan-Marsh 2010 ), as well as differences in technology use between older adults and other age groups (Guner and Acarturk 2020 ). Subsequently, the research focus expanded to improving the quality of life for older adults, exploring how technology can optimize health management and enhance the possibility of independent living, emphasizing the significant role of technology in improving the quality of life for the elderly. With ongoing technological advancements, recent research has shifted towards areas such as “virtual reality,” “telehealth,” and “human-robot interaction,” with a focus on the user experience of older adults (Halim et al. 2022 ). The appearance of keywords such as “physical activity” and “exercise” highlights the value of technology in promoting physical activity and health among older adults. This phase of research tends to make cutting-edge technology genuinely serve the practical needs of older adults, achieving its widespread application in daily life. Additionally, research has focused on expanding and quantifying theoretical models of older adults’ technology acceptance, involving keywords such as “perceived risk”, “validation” and “UTAUT”.
In summary, from 2013 to 2023, the field of older adults’ technology acceptance has evolved from initial explorations of influencing factors, to comprehensive enhancements in quality of life and health management, and further to the application and deepening of theoretical models and cutting-edge technologies. This research not only reflects the diversity and complexity of the field but also demonstrates a comprehensive and in-depth understanding of older adults’ interactions with technology across various life scenarios and needs.
To reveal the distribution of research quality in the field of older adults’ technology acceptance, a strategic diagram analysis is employed to calculate and illustrate the internal development and interrelationships among various research themes (Xie et al. 2020 ). The strategic diagram uses Centrality as the X-axis and Density as the Y-axis to divide into four quadrants, where the X-axis represents the strength of the connection between thematic clusters and other themes, with higher values indicating a central position in the research field; the Y-axis indicates the level of development within the thematic clusters, with higher values denoting a more mature and widely recognized field (Li and Zhou 2020 ).
Through cluster analysis and manual verification, this study categorized 61 core keywords (Frequency ≥5) into 11 thematic clusters. Subsequently, based on the keywords covered by each thematic cluster, the research themes and their directions for each cluster were summarized (Table 11 ), and the centrality and density coordinates for each cluster were precisely calculated (Table 12 ). Finally, a strategic diagram of the older adults’ technology acceptance research field was constructed (Fig. 9 ). Based on the distribution of thematic clusters across the quadrants in the strategic diagram, the structure and developmental trends of the field were interpreted.
Classification and visualization of theme clusters based on density and centrality.
As illustrated in Fig. 9 , (1) the theme clusters of #3 Usage Experience and #4 Assisted Living Technology are in the first quadrant, characterized by high centrality and density. Their internal cohesion and close links with other themes indicate their mature development, systematic research content or directions have been formed, and they have a significant influence on other themes. These themes play a central role in the field of older adults’ technology acceptance and have promising prospects. (2) The theme clusters of #6 Smart Devices, #9 Theoretical Models, and #10 Mobile Health Applications are in the second quadrant, with higher density but lower centrality. These themes have strong internal connections but weaker external links, indicating that these three themes have received widespread attention from researchers and have been the subject of related research, but more as self-contained systems and exhibit independence. Therefore, future research should further explore in-depth cooperation and cross-application with other themes. (3) The theme clusters of #7 Human-Robot Interaction, #8 Characteristics of the Elderly, and #11 Research Methods are in the third quadrant, with lower centrality and density. These themes are loosely connected internally and have weak links with others, indicating their developmental immaturity. Compared to other topics, they belong to the lower attention edge and niche themes, and there is a need for further investigation. (4) The theme clusters of #1 Digital Healthcare Technology, #2 Psychological Factors, and #5 Socio-Cultural Factors are located in the fourth quadrant, with high centrality but low density. Although closely associated with other research themes, the internal cohesion within these clusters is relatively weak. This suggests that while these themes are closely linked to other research areas, their own development remains underdeveloped, indicating a core immaturity. Nevertheless, these themes are crucial within the research domain of elderly technology acceptance and possess significant potential for future exploration.
Over the past decade, academic interest and influence in the area of older adults’ technology acceptance have significantly increased. This trend is evidenced by a quantitative analysis of publication and citation volumes, particularly noticeable in 2019 and 2022, where there was a substantial rise in both metrics. The rise is closely linked to the widespread adoption of emerging technologies such as smart homes, wearable devices, and telemedicine among older adults. While these technologies have enhanced their quality of life, they also pose numerous challenges, sparking extensive research into their acceptance, usage behaviors, and influencing factors among the older adults (Pirzada et al. 2022 ; Garcia Reyes et al. 2023 ). Furthermore, the COVID-19 pandemic led to a surge in technology demand among older adults, especially in areas like medical consultation, online socialization, and health management, further highlighting the importance and challenges of technology. Health risks and social isolation have compelled older adults to rely on technology for daily activities, accelerating its adoption and application within this demographic. This phenomenon has made technology acceptance a critical issue, driving societal and academic focus on the study of technology acceptance among older adults.
The flow of knowledge at the level of high-output disciplines and journals, along with the primary publishing outlets, indicates the highly interdisciplinary nature of research into older adults’ technology acceptance. This reflects the complexity and breadth of issues related to older adults’ technology acceptance, necessitating the integration of multidisciplinary knowledge and approaches. Currently, research is primarily focused on medical health and human-computer interaction, demonstrating academic interest in improving health and quality of life for older adults and addressing the urgent needs related to their interactions with technology. In the field of medical health, research aims to provide advanced and innovative healthcare technologies and services to meet the challenges of an aging population while improving the quality of life for older adults (Abdi et al. 2020 ; Wilson et al. 2021 ). In the field of human-computer interaction, research is focused on developing smarter and more user-friendly interaction models to meet the needs of older adults in the digital age, enabling them to actively participate in social activities and enjoy a higher quality of life (Sayago, 2019 ). These studies are crucial for addressing the challenges faced by aging societies, providing increased support and opportunities for the health, welfare, and social participation of older adults.
This study analyzes leading countries and collaboration networks, core institutions and authors, revealing the global research landscape and distribution of research strength in the field of older adults’ technology acceptance, and presents quantitative data on global research trends. From the analysis of country distribution and collaborations, China and the USA hold dominant positions in this field, with developed countries like the UK, Germany, Italy, and the Netherlands also excelling in international cooperation and research influence. The significant investment in technological research and the focus on the technological needs of older adults by many developed countries reflect their rapidly aging societies, policy support, and resource allocation.
China is the only developing country that has become a major contributor in this field, indicating its growing research capabilities and high priority given to aging societies and technological innovation. Additionally, China has close collaborations with countries such as USA, the UK, and Malaysia, driven not only by technological research needs but also by shared challenges and complementarities in aging issues among these nations. For instance, the UK has extensive experience in social welfare and aging research, providing valuable theoretical guidance and practical experience. International collaborations, aimed at addressing the challenges of aging, integrate the strengths of various countries, advancing in-depth and widespread development in the research of technology acceptance among older adults.
At the institutional and author level, City University of Hong Kong leads in publication volume, with research teams led by Chan and Chen demonstrating significant academic activity and contributions. Their research primarily focuses on older adults’ acceptance and usage behaviors of various technologies, including smartphones, smart wearables, and social robots (Chen et al. 2015 ; Li et al. 2019 ; Ma et al. 2016 ). These studies, targeting specific needs and product characteristics of older adults, have developed new models of technology acceptance based on existing frameworks, enhancing the integration of these technologies into their daily lives and laying a foundation for further advancements in the field. Although Tilburg University has a smaller publication output, it holds significant influence in the field of older adults’ technology acceptance. Particularly, the high citation rate of Peek’s studies highlights their excellence in research. Peek extensively explored older adults’ acceptance and usage of home care technologies, revealing the complexity and dynamics of their technology use behaviors. His research spans from identifying systemic influencing factors (Peek et al. 2014 ; Peek et al. 2016 ), emphasizing familial impacts (Luijkx et al. 2015 ), to constructing comprehensive models (Peek et al. 2017 ), and examining the dynamics of long-term usage (Peek et al. 2019 ), fully reflecting the evolving technology landscape and the changing needs of older adults. Additionally, the ongoing contributions of researchers like Ziefle, Rogers, and Wouters in the field of older adults’ technology acceptance demonstrate their research influence and leadership. These researchers have significantly enriched the knowledge base in this area with their diverse perspectives. For instance, Ziefle has uncovered the complex attitudes of older adults towards technology usage, especially the trade-offs between privacy and security, and how different types of activities affect their privacy needs (Maidhof et al. 2023 ; Mujirishvili et al. 2023 ; Schomakers and Ziefle 2023 ; Wilkowska et al. 2022 ), reflecting a deep exploration and ongoing innovation in the field of older adults’ technology acceptance.
Through co-citation analysis and systematic review of seminal literature, this study reveals the knowledge foundation and thematic progress in the field of older adults’ technology acceptance. Co-citation networks and cluster analyses illustrate the structural themes of the research, delineating the differentiation and boundaries within this field. Additionally, burst detection analysis offers a valuable perspective for understanding the thematic evolution in the field of technology acceptance among older adults. The development and innovation of theoretical models are foundational to this research. Researchers enhance the explanatory power of constructed models by deepening and expanding existing technology acceptance theories to address theoretical limitations. For instance, Heerink et al. ( 2010 ) modified and expanded the UTAUT model by integrating functional assessment and social interaction variables to create the almere model. This model significantly enhances the ability to explain the intentions of older users in utilizing assistive social agents and improves the explanation of actual usage behaviors. Additionally, Chen and Chan ( 2014 ) extended the TAM to include age-related health and capability features of older adults, creating the STAM, which substantially improves predictions of older adults’ technology usage behaviors. Personal attributes, health and capability features, and facilitating conditions have a direct impact on technology acceptance. These factors more effectively predict older adults’ technology usage behaviors than traditional attitudinal factors.
With the advancement of technology and the application of emerging technologies, new research topics have emerged, increasingly focusing on older adults’ acceptance and use of these technologies. Prior to this, the study by Mitzner et al. ( 2010 ) challenged the stereotype of older adults’ conservative attitudes towards technology, highlighting the central roles of usability and usefulness in the technology acceptance process. This discovery laid an important foundation for subsequent research. Research fields such as “smart home technology,” “social life,” and “customer service” are emerging, indicating a shift in focus towards the practical and social applications of technology in older adults’ lives. Research not only focuses on the technology itself but also on how these technologies integrate into older adults’ daily lives and how they can improve the quality of life through technology. For instance, studies such as those by Ma et al. ( 2016 ), Hoque and Sorwar ( 2017 ), and Li et al. ( 2019 ) have explored factors influencing older adults’ use of smartphones, mHealth, and smart wearable devices.
Furthermore, the diversification of research methodologies and innovation in evaluation techniques, such as the use of mixed methods, structural equation modeling (SEM), and neural network (NN) approaches, have enhanced the rigor and reliability of the findings, enabling more precise identification of the factors and mechanisms influencing technology acceptance. Talukder et al. ( 2020 ) employed an effective multimethodological strategy by integrating SEM and NN to leverage the complementary strengths of both approaches, thus overcoming their individual limitations and more accurately analyzing and predicting older adults’ acceptance of wearable health technologies (WHT). SEM is utilized to assess the determinants’ impact on the adoption of WHT, while neural network models validate SEM outcomes and predict the significance of key determinants. This combined approach not only boosts the models’ reliability and explanatory power but also provides a nuanced understanding of the motivations and barriers behind older adults’ acceptance of WHT, offering deep research insights.
Overall, co-citation analysis of the literature in the field of older adults’ technology acceptance has uncovered deeper theoretical modeling and empirical studies on emerging technologies, while emphasizing the importance of research methodological and evaluation innovations in understanding complex social science issues. These findings are crucial for guiding the design and marketing strategies of future technology products, especially in the rapidly growing market of older adults.
By analyzing core keywords, we can gain deep insights into the hot topics, evolutionary trends, and quality distribution of research in the field of older adults’ technology acceptance. The frequent occurrence of the keywords “TAM” and “UTAUT” indicates that the applicability and theoretical extension of existing technology acceptance models among older adults remain a focal point in academia. This phenomenon underscores the enduring influence of the studies by Davis ( 1989 ) and Venkatesh et al. ( 2003 ), whose models provide a robust theoretical framework for explaining and predicting older adults’ acceptance and usage of emerging technologies. With the widespread application of artificial intelligence (AI) and big data technologies, these theoretical models have incorporated new variables such as perceived risk, trust, and privacy issues (Amin et al. 2024 ; Chen et al. 2024 ; Jing et al. 2024b ; Seibert et al. 2021 ; Wang et al. 2024b ), advancing the theoretical depth and empirical research in this field.
Keyword co-occurrence cluster analysis has revealed multiple research hotspots in the field, including factors influencing technology adoption, interactive experiences between older adults and assistive technologies, the application of mobile health technology in health management, and technology-assisted home care. These studies primarily focus on enhancing the quality of life and health management of older adults through emerging technologies, particularly in the areas of ambient assisted living, smart health monitoring, and intelligent medical care. In these domains, the role of AI technology is increasingly significant (Qian et al. 2021 ; Ho 2020 ). With the evolution of next-generation information technologies, AI is increasingly integrated into elder care systems, offering intelligent, efficient, and personalized service solutions by analyzing the lifestyles and health conditions of older adults. This integration aims to enhance older adults’ quality of life in aspects such as health monitoring and alerts, rehabilitation assistance, daily health management, and emotional support (Lee et al. 2023 ). A survey indicates that 83% of older adults prefer AI-driven solutions when selecting smart products, demonstrating the increasing acceptance of AI in elder care (Zhao and Li 2024 ). Integrating AI into elder care presents both opportunities and challenges, particularly in terms of user acceptance, trust, and long-term usage effects, which warrant further exploration (Mhlanga 2023 ). These studies will help better understand the profound impact of AI technology on the lifestyles of older adults and provide critical references for optimizing AI-driven elder care services.
The Time-zone evolution mapping and burst keyword analysis further reveal the evolutionary trends of research hotspots. Early studies focused on basic technology acceptance models and user perceptions, later expanding to include quality of life and health management. In recent years, research has increasingly focused on cutting-edge technologies such as virtual reality, telehealth, and human-robot interaction, with a concurrent emphasis on the user experience of older adults. This evolutionary process demonstrates a deepening shift from theoretical models to practical applications, underscoring the significant role of technology in enhancing the quality of life for older adults. Furthermore, the strategic coordinate mapping analysis clearly demonstrates the development and mutual influence of different research themes. High centrality and density in the themes of Usage Experience and Assisted Living Technology indicate their mature research status and significant impact on other themes. The themes of Smart Devices, Theoretical Models, and Mobile Health Applications demonstrate self-contained research trends. The themes of Human-Robot Interaction, Characteristics of the Elderly, and Research Methods are not yet mature, but they hold potential for development. Themes of Digital Healthcare Technology, Psychological Factors, and Socio-Cultural Factors are closely related to other themes, displaying core immaturity but significant potential.
In summary, the research hotspots in the field of older adults’ technology acceptance are diverse and dynamic, demonstrating the academic community’s profound understanding of how older adults interact with technology across various life contexts and needs. Under the influence of AI and big data, research should continue to focus on the application of emerging technologies among older adults, exploring in depth how they adapt to and effectively use these technologies. This not only enhances the quality of life and healthcare experiences for older adults but also drives ongoing innovation and development in this field.
Based on the above research findings, to further understand and promote technology acceptance and usage among older adults, we recommend future studies focus on refining theoretical models, exploring long-term usage, and assessing user experience in the following detailed aspects:
Refinement and validation of specific technology acceptance models for older adults: Future research should focus on developing and validating technology acceptance models based on individual characteristics, particularly considering variations in technology acceptance among older adults across different educational levels and cultural backgrounds. This includes factors such as age, gender, educational background, and cultural differences. Additionally, research should examine how well specific technologies, such as wearable devices and mobile health applications, meet the needs of older adults. Building on existing theoretical models, this research should integrate insights from multiple disciplines such as psychology, sociology, design, and engineering through interdisciplinary collaboration to create more accurate and comprehensive models, which should then be validated in relevant contexts.
Deepening the exploration of the relationship between long-term technology use and quality of life among older adults: The acceptance and use of technology by users is a complex and dynamic process (Seuwou et al. 2016 ). Existing research predominantly focuses on older adults’ initial acceptance or short-term use of new technologies; however, the impact of long-term use on their quality of life and health is more significant. Future research should focus on the evolution of older adults’ experiences and needs during long-term technology usage, and the enduring effects of technology on their social interactions, mental health, and life satisfaction. Through longitudinal studies and qualitative analysis, this research reveals the specific needs and challenges of older adults in long-term technology use, providing a basis for developing technologies and strategies that better meet their requirements. This understanding aids in comprehensively assessing the impact of technology on older adults’ quality of life and guiding the optimization and improvement of technological products.
Evaluating the Importance of User Experience in Research on Older Adults’ Technology Acceptance: Understanding the mechanisms of information technology acceptance and use is central to human-computer interaction research. Although technology acceptance models and user experience models differ in objectives, they share many potential intersections. Technology acceptance research focuses on structured prediction and assessment, while user experience research concentrates on interpreting design impacts and new frameworks. Integrating user experience to assess older adults’ acceptance of technology products and systems is crucial (Codfrey et al. 2022 ; Wang et al. 2019 ), particularly for older users, where specific product designs should emphasize practicality and usability (Fisk et al. 2020 ). Researchers need to explore innovative age-appropriate design methods to enhance older adults’ usage experience. This includes studying older users’ actual usage preferences and behaviors, optimizing user interfaces, and interaction designs. Integrating feedback from older adults to tailor products to their needs can further promote their acceptance and continued use of technology products.
This study conducted a systematic review of the literature on older adults’ technology acceptance over the past decade through bibliometric analysis, focusing on the distribution power, research power, knowledge base and theme progress, research hotspots, evolutionary trends, and quality distribution. Using a combination of quantitative and qualitative methods, this study has reached the following conclusions:
Technology acceptance among older adults has become a hot topic in the international academic community, involving the integration of knowledge across multiple disciplines, including Medical Informatics, Health Care Sciences Services, and Ergonomics. In terms of journals, “PSYCHOLOGY, EDUCATION, HEALTH” represents a leading field, with key publications including Computers in Human Behavior , Journal of Medical Internet Research , and International Journal of Human-Computer Interaction . These journals possess significant academic authority and extensive influence in the field.
Research on technology acceptance among older adults is particularly active in developed countries, with China and USA publishing significantly more than other nations. The Netherlands leads in high average citation rates, indicating the depth and impact of its research. Meanwhile, the UK stands out in terms of international collaboration. At the institutional level, City University of Hong Kong and The University of Hong Kong in China are in leading positions. Tilburg University in the Netherlands demonstrates exceptional research quality through its high average citation count. At the author level, Chen from China has the highest number of publications, while Peek from the Netherlands has the highest average citation count.
Co-citation analysis of references indicates that the knowledge base in this field is divided into three main categories: theoretical model deepening, emerging technology applications, and research methods and evaluation. Seminal literature focuses on four areas: specific technology use by older adults, expansion of theoretical models of technology acceptance, information technology adoption behavior, and research perspectives. Research themes have evolved from initial theoretical deepening and analysis of influencing factors to empirical studies on individual factors and emerging technologies.
Keyword analysis indicates that TAM and UTAUT are the most frequently occurring terms, while “assistive technology” and “virtual reality” are focal points with high frequency and centrality. Keyword clustering analysis reveals that research hotspots are concentrated on the influencing factors of technology adoption, human-robot interaction experiences, mobile health management, and technology for aging in place. Time-zone evolution mapping and burst keyword analysis have revealed the research evolution from preliminary exploration of influencing factors, to enhancements in quality of life and health management, and onto advanced technology applications and deepening of theoretical models. Furthermore, analysis of research quality distribution indicates that Usage Experience and Assisted Living Technology have become core topics, while Smart Devices, Theoretical Models, and Mobile Health Applications point towards future research directions.
Through this study, we have systematically reviewed the dynamics, core issues, and evolutionary trends in the field of older adults’ technology acceptance, constructing a comprehensive Knowledge Mapping of the domain and presenting a clear framework of existing research. This not only lays the foundation for subsequent theoretical discussions and innovative applications in the field but also provides an important reference for relevant scholars.
To our knowledge, this is the first bibliometric analysis concerning technology acceptance among older adults, and we adhered strictly to bibliometric standards throughout our research. However, this study relies on the Web of Science Core Collection, and while its authority and breadth are widely recognized, this choice may have missed relevant literature published in other significant databases such as PubMed, Scopus, and Google Scholar, potentially overlooking some critical academic contributions. Moreover, given that our analysis was confined to literature in English, it may not reflect studies published in other languages, somewhat limiting the global representativeness of our data sample.
It is noteworthy that with the rapid development of AI technology, its increasingly widespread application in elderly care services is significantly transforming traditional care models. AI is profoundly altering the lifestyles of the elderly, from health monitoring and smart diagnostics to intelligent home systems and personalized care, significantly enhancing their quality of life and health care standards. The potential for AI technology within the elderly population is immense, and research in this area is rapidly expanding. However, due to the restrictive nature of the search terms used in this study, it did not fully cover research in this critical area, particularly in addressing key issues such as trust, privacy, and ethics.
Consequently, future research should not only expand data sources, incorporating multilingual and multidatabase literature, but also particularly focus on exploring older adults’ acceptance of AI technology and its applications, in order to construct a more comprehensive academic landscape of older adults’ technology acceptance, thereby enriching and extending the knowledge system and academic trends in this field.
The datasets analyzed during the current study are available in the Dataverse repository: https://doi.org/10.7910/DVN/6K0GJH .
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This research was supported by the Social Science Foundation of Shaanxi Province in China (Grant No. 2023J014).
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Shang, X., Liu, Z., Gong, C. et al. Knowledge mapping and evolution of research on older adults’ technology acceptance: a bibliometric study from 2013 to 2023. Humanit Soc Sci Commun 11 , 1115 (2024). https://doi.org/10.1057/s41599-024-03658-2
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Elevate your market research game with this sleek and straightforward presentation template. Perfect for PowerPoint or Google Slides, this white and yellow PPT template features simple geometric designs that make your data pop. Whether you're analyzing market trends or presenting findings to your team, this slideshow template is your go-to ...
In establishing benchmarks for the single-family home purchase housing goals for Fannie Mae and Freddie Mac (the Enterprises), the Federal Housing Finance Agency (FHFA) is required to measure the size of the mortgage market. This FHFA technical report documents the statistical forecast models that the modeling team has developed as part of the process for establishing the affordable housing ...
"The improved forecast for 2024 cements the road to recovery for the smartphone market, driven by stronger growth for Android devices in China and emerging markets," said Nabila Popal, senior research director with IDC's Worldwide Quarterly Mobile Phone Tracker. "The resulting growth for Android this year will be nine times faster at 7.1% than ...