The forgotten generation:: examining gen xers' intentions to utilize social media sites for fashion consumption

The purpose of this study was to analyze members of the Generation X cohort intentions to utilize Social Media sites for fashion consumption. An adaption of the Technology Acceptance Model (TAM) for Social Media was used to measure perceived ease of use (EU), perceived usefulness (PU), perceived playfulness (PP), social media capabilities (CP), critical mass (CM), trustworthiness (TW), intention to use (IU), and actual use (AU). Women ages 41-52 were asked to participate in the study through Amazon Mechanical Turk (MTurk). A total of 208 participants completed the survey and 178 usable responses were analyzed in SPSS. Multiple regressions were performed to test the relationship between EU, CM, CP, PP and PU; the relationship between PU, TW and IU; and the relationship between IU and AU. The findings yielded significant implications for the fashion industry and consumer behavior research based on Generation X.