Examining the impact of social media on purchasing behavior of 55+women in scope of techology accepteance model

This research was conducted to measure the effect of social media on purchasing behavior of women over 55 years old. In the research, all aspects of social media has been examined and the features of the consumer market segment created by women over the age of 55 and their technology usage have been given in detail based on the Technology Acceptance Model. The data were collected using interview techniques with 220 women over 55 years of age who are living in Ankara and known to be active social media user for at least 1 year. The collected data were subjected to content analysis and binary logistic regression was applied by using the SPSS 17 packet program. As a result of the survey, it was found that, trust to social media sharing's had an influence on women over 55 years of age's purchasing decision. Also; women who spend more time on social media, find social media comments useful. It has been observed that the ease of use, which is an important component of the Technology Acceptance Model, has no effect on elderly women's purchasing behavior.