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

Yıl 2018, Cilt: 20 Sayı: 2, 317 - 336, 23.10.2018

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

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Acker, J. (1992). From sex roles to gendered institutions. Contemporary sociology, 21(5), 565-
• 569.
• Baran, A. G., Kurt, Ş. K., ve Tekeli, E. S. (2017). Yaşlıların dijital teknolojileri kullanım
• düzeyleri üzerine bir araştırma. İletişim Kuram ve Araştırma Dergisi, 1(45), 1-24.
• Bartos, R. (1980). Over 49-the invisible consumer market. Harvard Business Review, 58(1), 140-
• 148.
• Barnard, Y., Bradley, M. D., Hodgson, F., ve Lloyd, A. D. (2013). Learning to use new
• technologies by older adults: Perceived difficulties, experimentation behaviour and usability. Computers in Human Behavior, 29(4),1715-1724
• Bedük, A. (2005). Türkiye'de Çalışan Kadın ve Kadın Girişimciliği. Elektronik
• Sosyal Bilimler Dergisi, 12(12), 106-117.
• Birleşmiş Milletler (2017). World population projected to reach 9.8 billion in 2050, and 11.2 billion in 2100, https://www.un.org/development/desa/en/news/population/world-population-prospects-2017.html, (20.01.2018).
• Braun, M. T. (2013). Obstacles to social networking website use among older adults. Computers in Human Behavior, 29(3): 673-680.
• Büyüköztürk, Ş., Çakmak, E., Akgün, Ö., Karadeniz, Ş., Demirel, F. (2012). Araştırma Yöntemleri. Ankara: Pegem Yayıncılık.
• Carrigan, M. ve Szmigin, I. (1999). The portrayal of older characters in magazine
• advertising. Journal of Marketing Practice: Applied Marketing Science, 5(6/7/8), 248-261.
• Choi, G. ve Chung, H. (2013). Applying the technology acceptance model to social networking
• sites (SNS): impact of subjective norm and social capital on the acceptance of SNS. International Journal of Human Computer Interaction, 29(10): 619-628.
• Creswell, J. W. ve Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches. USA: Sage publications.
• Cole, C. A. ve Houston, M. J. (1987). Encoding and media effects on consumer learning
• deficiencies in the elderly. Journal of Marketing Research, 55-63.
• Çabuk, S., ve Araç S. 2013. Psikografik bir bölümlendirme değişkeni olarak cinsiyet kimliği:
• tüketim alışkanlıklarında cinsiyet kimliği kavramının incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Dergisi, 22(2),27-40.
• Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of
• Information Technology, MIS Quarterly. 13(3), 319.
• Davis, F.D., Bogozzi, R.P., ve Worshaw, P.R. (1989). User acceptance of computer technology: a
• comparison of two theorical models. Manage Science. 35(8), 982-1003.
• Dickinson, A., ve Hill, R. L. (2007). Keeping in touch: Talking to older people about computers
• and communication. Educational Gerontology, 33(8), 613-630.
• Dünya Sağlık Örgütü (2017). Ageing and health, http://www.who.int/mediacentre/factsheets/fs404/en/, (20.01.2018).
• Eastman, J. K., ve Iyer, R. (2004). The elderly's uses and attitudes towards the Internet. Journal of Consumer Marketing, 21(3), 208-220.
• Ernst ve Young. (1999). The Second Annual Ernst & Young Internet Shopping Study: The Digital Channel Continues to Gather Steam. Ernst & Young, LLP. (http://ey.com/publicte/consumer/pdf/internetshopping.pdf).
• Ellis, R. D., ve Allaire, J. C. (1999). Modeling computer interest in older adults: The role of age,
• education, computer knowledge, and computer anxiety. Human Factors, 41(3), 345-355.
• Fokkema, T., ve Knipscheer, K, (2006). Escape loneliness by going digital: a quantitative and
• qualitative evaluation of a Dutch experiment on using ETC to overcome loneliness among older adults. Journal of Aging and Mental Health, 11(5), 496-504
• Gefen, D. ve Straub, D. W. (2003). Managing user trust in B2C e-services. E-service Journal,
• 2(2), 7-24.
• George, G. F. (2004). The theory of planned behavior and internet purchasing. Internet Research, 14(3), 198-212.
• Gilly, M. C., ve Zeithaml, V. A. (1985). The elderly consumer and adoption of technologies.
• Journal of consumer research, 12(3): 353-357.
• Graphics, Visualization, and Usability Center (1999). GVU's tenth WWW user survey. http:www.gvu.gatech.eduuser_surveys. (29.11.2017).
• Heart, T., ve Kalderon, E. (2013). Older adults: are they ready to adopt health-related ICT?. International Journal of Medical Informatics, 82(11):209-231.
• Henke, L. ve Donohue, T.R. (1989). Functional displacement of traditional TV viewing by VCR owners. Journal of Advertising Research, 29, 18-23.
• Hesse, W. (1991). Changes with the over 50’s Lead to Changes in Society and Economy in the
• Next Three Decades. ESOMAR: Papers on the over, 50.
• Hill, R., Betts, L. R., ve Gardner, S. E. (2015). Older adults’ experiences and perceptions of
• digital technology:(Dis) empowerment, wellbeing, and inclusion. Computers in Human
• Behavior, 48,415-423.
• Hudson, R. B. (2010). The new politics of old age policy. USA: JHU Press.
• Internet World Statitics (2017). World internet usage and population statistics, http://www.internetworldstats.com/stats.htm, (20.01.2018).
• Kent Dychtwald, M. (1997). Marketplace 2000: riding the wave of population change. Journal of
• Consumer Marketing, 14(4), 271-275.
• Kristoffersson, A., Coradeschi, S., Loutfi, A. ve Severinson-Eklundh, K. (2011). An Exploratory
• Study of Health Professionals' attitudes about robotic telepresence technology. Journal of Technology in Human Services, 29(4),263-283
• Kohlbacher, F., ve Hang, C. C. (2011). Applying the disruptive innovation framework to the
• silver market. Ageing international, 36(1): 82-101
• Kotler, P, ve Keller, K. (2016). Marketing management 15th edition. USA:Pearson.
• Lazer, W. (1985). Inside the mature market. American Demographics, 7(3), 23-25.
• Lee, H. H., Fiore, A. M., ve Kim, J. (2006). The role of technology acceptance model in
• explaining effects of image interactivity technology on consumer responses. International Journal of Retail and Distribution Management, 34(8), 621-644.
• Lenhart, A. (2009). Teens and social media: An overview. Washington, DC: Pew Internet and
• American Life, 97-119
• Li, H., Kuo, C., ve Rusell, M. G. (1999). The impact of perceived channel utilities, shopping
• orientations, and demographics on the consumer's online buying behavior. Journal of Computer‐Mediated Communication, 5(2), 0-0.
• Madden, M. (2010). Older adults and social media: Social networking use among those ages 50
• and older nearly doubled over the past year. Pew Internet & American Life Project.
• http://www.pewinternet.org/files/old-media/Files/Reports/2010/Pew%20Internet%20-
• %20Older%20Adults%20and%20Social%20Media.pdf, (20.1.2018).
• Marangoz, M. (2006). Yaşlı Tüketiciler ve Yaşlı Tüketicilerin Harcama Eğilimlerinin
• Belirlenmesine Yönelik Bir Araştırma. Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(1), 79-96.
• Mathur, A. ve Moschis, G. P. (1995). Older Consumers' Vulnerability to Bait-And-Switch. ACR
• North American Advances. 22, 674-679.
• Menchin, R. S. (1989). The mature market: A strategic marketing guide to America's fastest
• growing population segment. USA: Irwin Professional Publishing.
• Moschis, G. P. (1992). Gerontographics: a scientific approach to analyzing and targeting the
• mature market. Journal of Services Marketing, 6(3), 17-26.
• Moschis, G. P., Lee, E. ve Mathur, A. (1997). Targeting the mature market: opportunities and
• challenges. Journal of Consumer Marketing, 14(4), 282-293.
• Nikou, S., ve Bouwman, H. (2014). Ubiquitous use of mobile social network services.
• Telematics and Informatics, 31(3): 422-433.
• Nüfusu.com (2017). Ankara nüfusu. https://www.nufusu.com/il/ankara-nufusu, (29.11.2017).
• Oh, H., Parks, S. C., ve Demicco, F. J. (2002). Age-and gender-based market segmentation: A
• structural understanding. International Journal of Hospitality & Tourism
• Administration, 3(1), 1-20.
• Owens, R. M. (1989). Winning the senior market. Insurance Sales, 132(7): 13–15.
• Pew (1998). The Internet Circa 1998, http://www.pewinternet.org/2007/06/21/the-internet-circa-1998/, (20.1.2018).
• Pinho, J. C. ve Soares, A. M. (2011). Examining the technology acceptance model in the adoption of social networks. Journal of Research in Interactive Marketing, 5(2/3),119-129.
• Purinton-Johnson, E. F. (2013). Segmenting the mature market: have marketers matured along
• with their market?. ASBBS Proceedings, 20(1), 579.
• Reisenwitz, T., Iyer, R., Kuhlmeier, D. B., ve Eastman, J. K. (2007). The elderly's internet usage:
• an updated look. Journal of Consumer Marketing, 24(7), 406-418.
• Robson C. (1993). Real World Research. A Resource for Social Scientists and Practitioner–Researchers. Oxford: Blackwell Publishers.
• Shoemaker, S. (1989). Segmentation of the senior pleasure travel market. Journal of Travel
• Research, 27(3), 14-21.
• Stipp, H. H. (1988). What Is a Working Woman? American Demographics, 10(7), 24.
• Tréguer, J. P. (1998). Le senior marketing. Paris: Dunod.
• TÜİK (2013). Senaryolara göre seçilmiş yaş grupları nüfusları, http://www.tuik.gov.tr/PreIstatistikTablo.do?istab_id=1638, (20.1.2018).
• TÜİK (2014). Cinsiyet ve eğitim durumuna göre aylık ortalama brüt ücret ve yıllık ortalama
• brüt kazanç, http://www.tuik.gov.tr/PreIstatistikTablo.do?istab_id=1532, (21.1.2018).
• TÜİK (2016). Hanehalkı bilişim teknolojileri kullanım araştırması.
• http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779, (29.11.2017).
• TÜİK (2017). Bilgi Toplumu İstatistikleri, http://www.tuik.gov.tr/UstMenu.do?metod=temelist,
• (20.1.2018).
• Van De Watering, M. (2005). The impact of computer technology on the elderly. http://feeling-younger.eu/wp-content/uploads/2012/11/HCI_Essay_Marek_van_de_Watering.pdf 2012, (20.1.2018).
• Van der Heijden, H., Verhagen, T. ve Creemers, M. (2003). Understanding online purchase
• intentions: contributions from technology and trust perspectives. European Journal of Information systems, 12(1), 41-48.
• Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for
• an augmented technology acceptance model. Information & management, 41(6), 747-762.
• Weinschenk, S. (2008). Who are we designing for? The generational dilemma. USA:
• Human Factors International.