An Analysis of the Elderly Market’s Social Media Use Effects on Buying Behaviors in the Technology Acceptance Model: A Study of Women over 55

Year 2018, Volume: 20 Issue: 2, 317 - 336, 23.10.2018

Gaye Açıkdilli Kumru Didem Atalay , Feride Bahar Işın , Ezgi Çıdam

Abstract

Social media has an important
and increasing influence on buying behaviors of consumers. Its effect shows
variation among age groups. The aim of the current study is to measure the
effect of social media on purchasing decisions by women over 55 years of age.
The current literature on the use of technology by older female consumers
through social media was reviewed. A questionnaire was developed based on the
Technology Acceptance Model (TAM) and qualitative research methodology was
followed. The sample consisted of 220 social media users who were active for at
least one year. The results of the interviews were categorically tabulated by
content analysis and then evaluated by binary logistic regression method. The findings
indicate that trust in product sharing in the social media from the variables
in the TAM affects women over 55 by influencing their purchasing decisions.
Additionally, finding useful comments on social media has an effect on their
purpose of using social media, but there is no effect of ease on use, which
constitutes an important component of the model.

Keywords

Social Media, Elderly Women, Technology Acceptance Model (TAM), Buying Behavior, Logistic Regression

Yaşlı Pazarının Sosyal Medya Kullanımlarının Satın Alma Davranışları Üzerindeki Etkisinin Teknoloji Kabul Modeli Kapsamında İncelenmesi: 55 Yaş Üstü Kadınlara Yönelik Bir Çalışma

Abstract

Tüketicilerin satın alma davranışlarında sosyal medyanın
günümüzde önemli bir etkisi vardır ve bu etkinin, değişik yaş gruplarındaki
tüketicilerde farklı düzeylerde de olsa, her geçen gün arttığı bilinen bir
gerçektir. Bu nedenden hareketle, söz konusu araştırmanın amacı “55 yaş üstü
kadınların satın alma kararlarında sosyal medyanın etkisini ölçmek” olarak
belirlenmiştir. Bu amaç doğrultusunda yaşlı kadın tüketicilerin sosyal medya
bağlamında teknoloji kullanımlarına yönelik literatür incelenmiş ve nitel
araştırma yöntemi aracılığıyla “Teknoloji Kabul Modeli”nden oluşturulan
sorular, yapılandırılmış görüşme yöntemiyle “en az 1 yıldır aktif sosyal medya
kullanıcısı, ve Ankara’da ikamet eden 55 yaş üstü 220 kadın tüketici” gruba
uygulanmıştır. Görüşme sonucu elde edilen veriler içerik analizi ile kategorik
olarak tablolar haline getirilmiş ve daha sonra ikili lojistik regresyon
yöntemiyle incelenmiştir. Araştırma sonucunda, Teknoloji Kabul Modeli’ndeki değişkenlerden
sosyal medyadaki ürün paylaşımlarına güvenin, 55 yaş üstü kadın tüketicilerin
satın alma kararlarını etkilediği görülmüştür. Ayrıca, sosyal medyada yapılan
yorumları faydalı bulmanın, sosyal medya kullanım amacına etkisi olduğu sonucuna
varılmıştır. Buna karşın, modelin önemli bir bileşenini oluşturan kullanım
kolaylığının herhangi bir etkisi olmadığı da tespit edilmiştir.

Keywords

Sosyal Medya, Yaşlı Kadın Tüketiciler, Teknoloji Kabul Modeli (TKM), Satın Alma Davranışı, Lojistik Regresyon

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