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