Social Media Usage Behavior of the Elderly
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Abstract
The objective of this research was to investigate Facebook usage behavior of the
elderly, buying decision process of product and relationship between their Facebook usage behavior and buying decision process. The data were collected from selected elderly in Songkhla Province. The research results revealed that the elderly who have used Facebook for over two years spent their time on Facebook for 5–6 times a week. They used Facebook to contact their families, and there were more than 50 friend accounts on their Facebook. Most of the friend accounts are their relatives. They usually spend time on Facebook at their own residents during 4.01–6.00 p.m. Their buying decision process of product depended on
frequency of social media usage, number of their friend accounts, as well as popular places of Facebook usage. Therefore, it was statistically significant at 0.05 that every mentioned issue has a moderate relationship with their Facebook usage behavior except that the period of Facebook usage has a few relationship with their behavior. Suggestions from research were the elderly with Facebook friends from 50 or more and use Facebook more than once a week were a group of people that made buying decision online, especially when they were outside the house. This is an interesting target group.
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References
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