Consumer Flow Experience of Senior Citizens in Using Social Media for Online Shopping

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.