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

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

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

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,

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