Xu Ying, Wang Yixuan, Khan Asif, Zhao Ranlin
School of Management, Jilin University, Changchun, China.
Department of Business Administration, School of Management, Jilin University, Changchun, China.
Front Psychol. 2021 Sep 15;12:732104. doi: 10.3389/fpsyg.2021.732104. eCollection 2021.
The senior market signifies an enormous, rapidly expanding segment, and this research aimed to investigate this segment by proposing a theoretical model incorporating the antecedents of consumer flow experience, flow theory, and technology acceptance model (TAM) devised for determining social media purchase intention. This study focuses on the senior citizens engaged in shopping using social media located in Pakistan. A total of 300 senior citizens were selected. An online survey was conducted with the help of a marketing research agency located in Pakistan. The data were analyzed using the partial least squares (PLS) method. According to the results, the antecedents, such as feedback, enjoyment, and time distortion were found to be in a positive relationship with flow experience, however, the concentration did not have a significant effect on the flow. Furthermore, the flow was found to be in a significant relationship with social media purchase intention and TAM. Finally, TAM was also found to be in a positive significant relationship with social media purchase intention. This research contributes to the constantly expanding volume of the utilization of social media by the senior market segment population for buying and producing the highly valuable knowledge for manufacturers, wholesalers, vendors, and a huge number of senior customers.
老年市场是一个庞大且迅速扩张的细分市场，本研究旨在通过提出一个理论模型来调查该细分市场，该模型纳入了消费者流动体验的前因、心流理论以及为确定社交媒体购买意愿而设计的技术接受模型（TAM）。本研究聚焦于巴基斯坦使用社交媒体购物的老年人。总共选取了300名老年人。借助巴基斯坦的一家市场研究机构进行了在线调查。使用偏最小二乘法（PLS）对数据进行了分析。结果显示，诸如反馈、愉悦感和时间扭曲等前因与流动体验呈正相关，然而，专注度对流动体验没有显著影响。此外，流动体验与社交媒体购买意愿和技术接受模型呈显著相关。最后，技术接受模型也与社交媒体购买意愿呈显著正相关。本研究为老年市场群体利用社交媒体进行购买这一不断扩大的应用领域做出了贡献，并为制造商、批发商、供应商以及大量老年客户提供了极具价值的知识。
