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Thai Older Saleswomen's Digital Empowerment: CapCut Impact on Outcomes.

Introduction: The COVID-19 pandemic accelerated digital transformation, posing challenges for older salespeople used to traditional in-person selling. In emerging markets like Thailand, where e-commerce is rapidly expanding, older saleswomen face unique difficulties adapting to online technology. Th...

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Published in:Activities, Adaptation & Aging Vol. 50; no. 1; pp. 133 - 167
Main Authors: Wong, Ka Po, Ewe, Soo Yeong, Teh, Pei-Lee, Witvorapong, Nopphol, Hill, Keith D.
Format: Journal Article
Published: Taylor & Francis Ltd Jan-Mar2026
Online Access:View this record in EBSCOhost
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      dt: Jan-Mar2026
      vid: 50
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      pub: Taylor & Francis Ltd
      place: Philadelphia, Pennsylvania
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        10.1080/01924788.2025.2493393
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        atl: Thai Older Saleswomen's Digital Empowerment: CapCut Impact on Outcomes.
      aug:
        au:
          Wong, Ka Po
          Ewe, Soo Yeong
          Teh, Pei-Lee
          Witvorapong, Nopphol
          Hill, Keith D.
        affil: Department of Applied Social Sciences, The Hong Kong Polytechnic University, Hong Kong, China
      sug:
      ab: Introduction: The COVID-19 pandemic accelerated digital transformation, posing challenges for older salespeople used to traditional in-person selling. In emerging markets like Thailand, where e-commerce is rapidly expanding, older saleswomen face unique difficulties adapting to online technology. Therefore, more research is needed in this area. This study investigates the impact of CapCut, a video editing software, on the psychological and work outcomes of older saleswomen in Thailand. The Stimulus-Organism-Response (S-O-R) model is used as the theoretical framework. Method: The study employed a mixed-method approach, combining individual interviews and a questionnaire. Participants underwent a one-month CapCut training program, with pre-and post-assessments evaluating psychological empowerment, wellbeing, work attitudes, engagement, satisfaction, commitment, and learning motivation. Results: Quantitative findings revealed significant improvements in psychological empowerment (p <.05) and work engagement, satisfaction, and commitment (p <.01) after training. Qualitative data identified three key mechanisms: technology adaptation processes, psychological transformation, and enhanced market performance. While cognitive load challenges were noted, participants developed effective coping strategies. Discussion: The findings demonstrate how targeted digital training can enhance both psychological and professional outcomes for older saleswomen. This study extends understanding of technology adoption among older workers in emerging economies, highlighting the importance of age-sensitive approaches to digital upskilling.
      pubtype: Academic Journal
      doctype: Journal Article
      ougenre: Article
    language: English
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