Catching silver consumers in China: an integrated model of Chinese older adults' use of social networking technology

Abstract

Purpose

This study aims to gain a more holistic understanding of Chinese older adults' perceptions and use of social networking technology.

Design/methodology/approach

Grounded in the extended unified theory of acceptance and use of technology (UTAUT2) and expectation-confirmation (ECM) theory, the study proposed an integrated social media user engagement model and tested the model utilizing the data collected from 323 Chinese older adults.

Findings

The results reveal that half of the relationships in the proposed model were supported. Specifically, performance expectancy, facilitating conditions, social influence and hedonic motivation were all found to have a significant positive influence on perceived value. In addition, the results confirmed the positive impact of facilitating conditions on satisfaction. Both perceived value and satisfaction were also found to have a significant positive effect on Chinese older adults' intention to engage in social networking technology.

Originality/value

Chinese older adults are embracing Internet technologies at a greater rate; thus, understanding their perspectives of social networking technology offers valuable insights. This empirical study enhances understanding of the nature and strength of the relationships in the proposed integrated social media user engagement model in the context of Chinese older adults.

Citation

Su, J. and Tong, X. (2021), "Catching silver consumers in China: an integrated model of Chinese older adults' use of social networking technology", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 9, pp. 1903-1917. https://doi.org/10.1108/APJML-05-2020-0352