E-Satın Alma Niyeti İnternet ve Sosyal Medya Kullanımı Tarafından Pekiştiriliyor Mu? Üniversite Öğrencileri Üzerine Nicel Bir Araştırma
Sosyal medyanın popülerliği arttıkça çevrimiçi alışveriş olgusuyla iç içe geçtiği söylenebilir. Pazarlamacılar çevrimiçi satın almayı özendirmek için sosyal medyayı tüketicinin başta reklam olmak üzere, çekiliş, yeni ürün tanıtımı, örnek ürün dağıtımı ve indirim mesajlarına maruz kaldığı bir ortama çevirme eğilimindedirler. Üstelik sosyal medya tüketicilerin bazen de pazarlamacıların, çevrimiçi alışverişe yol açabilecek türden ağızdan ağıza mesajlar ürettiği ve çoğalttığı bir merkez haline gelmiştir. Bu nedenle, söz konusu çalışma sosyal medya kullanımının e-satın alma niyeti oluşturup oluşturmadığını anlamaya çalışmaktadır. Araştırma kapsamında üniversite öğrencilerinin e-alışveriş niyeti algılarını ve sosyal medya kullanım alışkanlarını ölçen bir anket uygulanmıştır. Sonuçlar, internette ve sosyal medyada daha çok vakit geçiren ve sosyal medya hesaplarını daha sık kontrol eden kullanıcıların daha fazla e-alışveriş niyeti geliştirdiğini göstermektedir. Bunlara ek olarak, yeni ürün tanıtımlarını takip eden ve belirli bir markanın hayranı olan kullanıcıların daha güçlü alışveriş niyetine sahip oldukları gözlenmiştir. Sonuçlar aynı zamanda, internetten son bir yılda daha çok sayıda ürün/hizmet satın alanların ve e-alışverişe daha çok para harcayanların, daha güçlü e-satın alma niyetine sahip olduğunu göstermektedir.
Is E-Purchase Intention Reinforced by The Use of the Internet and Social Media? A Quantitative Study of University Students
As social media grows in popularity, it is seemingly becoming intertwined with online shopping. Marketers tend to turn social media into a platform through which consumers are exposed to all kinds of promotional activities and messages primarily advertisements but also raffle draws, new product introductions, sampling and price reductions in order to increase online purchases. Moreover, today’s social media is evidently the hub of e-word of mouth generated and amplified by consumers and in some cases by marketers, which may lead to an increase in online purchases. Therefore, this study aims to discover if the Internet and social media use encourage growth of e-purchase intention. A large sample of university students completed a questionnaire that assessed their e-purchase intention and their social media use. The results indicate that the users who spend more time on the Internet and social media, and those who check their accounts more frequently are more likely to develop e-purchase intention. In addition to these, the users who follow new product introductions on social media and those who are funs of a particular brand establish a stronger e-purchase intention. The results also show that both the users who purchased more items online and the ones who spent more money online during the last year developed a greater e-purchase intention.
___
- Ajzen, I. (1991). The Theory Of Planned Behavior. Organizational Behavior And
Human Decision Processes, 50(2), 179-211.
- Anderson, J. C. ve Gerbing, D. W. (1988). Structural Equation Modeling In Practice:
A Review and Recommended Two-Step Approach. Psychological Bulletin,
103(3), 411.
- Bagozzi, R. P. (1981). Attitudes, İntentions, And Behavior: A Test Of Some Key
Hypotheses. Journal Of Personality And Social Psychology, 41(4), 607.
- Bagozzi, R. P., Baumgartner, J., ve Yi, Y. (1989). An Investigation Into The Role Of
Intentions as Mediators of The Attitude-Behavior Relationship. Journal Of
Economic Psychology, 10(1), 35-62.
- Balakrishnan, B. K., Dahnil, M. I., ve Yi, W. J. (2014). The Impact of Social Media
Marketing Medium Toward Purchase Intention and Brand Loyalty Among
Generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
- Bauman, Zygmunt (1999). Çalışma, Tüketicilik ve Yeni Yoksullar, (Ü. Öktem, Çev.),
Sarmal Yayınevi, İstanbul.
- Byrne, B. M. (2013). Structural Equation Modeling With LISREL, PRELIS, and SIMPLIS:
Basic Concepts, Applications, And Programming. Psychology Press.
- Celebi, S. I. (2015). How Do Motives Affect Attitudes and Behaviors Toward Internet
Advertising and Facebook Advertising?. Computers in Human Behavior, 51,
312-324.
- Chen, S. J., ve Chang, T. Z. (2003). A descriptive model of online shopping process:
some empirical results. International Journal of Service Industry Management,
14(5), 556-569.
- Chen, L.-D., Gillenson, M. L. ve Sherrell, D. L. (2002). Enticing Online Consumers: An
Extended Technology Acceptance Perspective, Information & Management,
39(8), 705-719.
- Chu, S. C., ve Kim, Y. (2011). Determinants of Consumer Engagement In Electronic
Word-of-Mouth (E-wom) in Social Networking Sites. International Journal of
Advertising, 30(1), 47-75.
- Cooper, P. (1989). Comparison Between The UK And US: The Qualitative Dimension,
Journal of the Marketing Research Society, 31(4), 509-520.
- Coughlan S. (2016 ) Time Spent Online ‘Overtakes Tv’ Among Youngsters.
Erişim:16.05.2018. BBC http://www.bbc.com/news/education-353996586
- Crespo, Á. H. ve del Bosque, I. R. (2008). The Effect Of Innovativeness On The Adoption
Of B2C E-Commerce: A Model Based On The Theory Of Planned Behaviour.
Computers in Human Behavior, 24(6), 2830-2847.
- Çelik, A. H. (2009). Yapısal Eşitlik Modellemesi Ve Bir Uygulama: Genişletilmiş Online
Alışveriş Kabul Modeli. Yayınlanmamış Doktora Tezi.
- Dehghani, M., ve Tumer, M. (2015). A Research on Effectiveness of Facebook
Advertising on Enhancing Purchase Intention of Consumers. Computers in
Human Behavior, 49, 597-600.
- Erkan, I., ve Evans, C. (2016). The Influence of E-wom in Social Media on Consumers’
Purchase Intentions: An Extended Approach to Information Adoption.
Computers in Human Behavior, 61, 47-55.
- Ertugan, A. (2017). Using Statistical Reasoning Techniques to Describe The
Relationship Between Facebook Advertising Effectiveness and Benefits
Gained. Procedia Computer Science, 120, 132-139.
- Facebook (2018) Temel Hedefleme, Erişim:16.05.2018. https://www.facebook.
com/business/help/633474486707199
Facebook Newsroom Statitistics (2018) Erişim:15.05.2018. https://newsroom.
fb.com/company-info/
- Forsythe, S. M. ve Shi, B. (2003). Consumer Patronage And Risk Perceptions In
Internet Shopping. Journal Of Business Research, 56(11), 867-875.
- Gillenson, M. L. ve Sherrell, D. L. (2002). Enticing Online Consumers: An Extended
Technology Acceptance Perspective. Information and Management, 39(8),
705-719.
- Gunawan, D. D., ve Huarng, K. H. (2015). Viral Effects of Social Network And Media on
Consumers’ Purchase Intention. Journal of Business Research, 68(11), 2237-
2241.
- Hadija, Z., Barnes, S. B., ve Hair, N. (2012). Why We Ignore Social Networking Advertising.
Qualitative Market Research: An International Journal, 15(1), 19-32.
- Hudson, S., ve Thal, K. (2013). The Impact of Social Media on The Consumer Decision
Process: Implications for Tourism Marketing. Journal of Travel ve Tourism
Marketing, 30(1-2), 156-160.
- Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., ve Jianzhou, Y. (2017). eWOM
Source Credibility, Perceived Risk and Food Product Customer’s Information
Adoption. Computers in Human Behavior, 66, 96-102.
- Intention (2018). Merriam-Webster içinde. Erişim: 04 Nisan 2018, https://www.
merriam-webster.com/dictionary/intention
- Jöreskog, K. G. ve Sörbom, D. (1982). Recent Developments In Structural Equation
Modeling. Journal Of Marketing Research, 404-416.
- Kağıtçıbaşı, Ç., ve Üskül, A. (2006). Yeni İnsan ve İnsanlar: Sosyal Psikolojiye Giriş.
İstanbul: Evrim Yayınevi.
- Kelly, K. (1999). New Rules For The New Economy: 10 Radical Strategies For A
Connected World. Newyork: Penguin.
- King, R. A., Racherla, P., ve Bush, V. D. (2014). What We Know And Don’t Know About
Online Word-of-Mouth: A Review and Synthesis of The Literature. Journal of
Interactive Marketing, 28(3), 167-183.
- Köseoğlu, Ö. (2012). Sosyal Ağ Sitesi Kullanıcılarının Motivasyonları: Facebook
Üzerine Bir Araştırma. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi,
7(2), 58-81.
- Köseoğlu, Ö. (2013). Bir Pazarlama İletişimi Ortamı Olarak Facebook: Reklam ve
Elektronik Ağızdan Ağıza Mesajların Karşılaştırılmasına Yönelik Bir Analiz.
Global Media Journal: Turkish Edition, 3(6), 74-101.
- Leelayouthayotin, L. (2004). Factors Influencing Online Purchase Intention: The
Case Of Health Food Consumers Yn Thailand. Yayınlanmamış Doktora Tezi,
University Of Southern Queensland.
- Lenhart, A., Purcell, K., Smith, A. ve Zickuhr, K. (2010). Social Media ve Mobile Internet
Use among Teens and Young Adults. Millennials. Pew Internet ve American Life
Project.
- Lomax, R. G. ve Schumacker, R. E. (2004). A Beginner’s Guide To Structural Equation
Modeling. Psychology Press.
- Mangold, W. G., ve Faulds, D. J. (2009). Social Media: The New Hybrid Element of The
Promotion Mix. Business Horizons, 52(4), 357-365.
- Mikalef, P., Giannakos, M., ve Pateli, A. (2013). Shopping and Word-of-Mouth
Intentions on Social Media. Journal of Theoretical and Applied Electronic
Commerce Research, 8(1), 17-34.
- Moon, J. W. ve Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context.
Information ve Management, 38(4), 217-230.
- Morrison, D. G. (1979). Purchase Intentions And Purchase Behavior. The Journal of
Marketing, 43(2), 65-74.
- Park, E. J., ve Kim, E. Y. (2016). Factors Driving Consumer Intentions to Purchase and
Word-of-Mouth of Fashion Products on Social Media Sites. Global Marketing
Conference at Hong Kong. 1712-1713.
- Pereira, H. G., de Fátima Salgueiro, M., ve Mateus, I. (2014). Say Yes to Facebook and
Get Your Customers Involved! Relationships In a World of Social Networks.
Business Horizons, 57(6), 695-702.
- San Martín, H., ve Herrero, Á. (2012). Influence of The User’s Psychological Factors on
The Online Purchase Intention In Rural Tourism: Integrating Innovativeness
to the UTAUT Framework. Tourism Management, 33(2), 341-350.
- Sashittal, H. C., Sriramachandramurthy, R., ve Hodis, M. (2012). Targeting College
Students on Facebook? How to Stop Wasting Your Money. Business Horizons,
55(5), 495-507.
- Shu, M., ve Scott, N. (2014). Influence of Social Media On Chinese Students’ Choice of
An Overseas Study Destination: An Information Adoption Model Perspective.
Journal of Travel ve Tourism Marketing, 31(2), 286-302.
- Sorce, P., Perotti, V. ve Widrick, S. (2005). Attitude And Age Differences In Online
Buying. International Journal of Retail ve Distribution Management, 33(2),
122-132.
- Speck, P. S., ve Elliott, M. T. (1997). Predictors of Advertising Avoidance in Print And
Broadcast Media. Journal of Advertising, 26(3), 61-76.
- Suh, B. ve Han, I. (2002). Effect of Trust on Customer Acceptance of Internet Banking.
Electronic Commerce Research And Applications, 1(3-4), 247-263.
- Sweeney, J. C., Soutar, G. N., ve Mazzarol, T. (2008). Factors Influencing Word of Mouth
Effectiveness: Receiver Perspectives. European Journal of Marketing, 42(3/4),
344-364.
- Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL
Uygulamaları. Ankara: Ekinoks.
- Vrechopoulos, A.P., Siomkos, G.F. ve Doukindis, G.I. (2001). Internet Shopping
Adoption by Greek Consumers. European Journal of Innovation Management,
4(3), 142-152.
- Wang, F. ve Head, M. (2007). How Can The Web Help Build Customer Relationships?:
An Empirical Study on E-Tailing. Information ve Management, 44(2), 115-129.
- Wang, X., Yu, C., ve Wei, Y. (2012). Social Media Peer Communication and Impacts
on Purchase Intentions: A Consumer Socialization Framework. Journal Of
İnteractive Marketing, 26(4), 198-208.
- Windels, K., Heo, J., Jeong, Y., Porter, L., Jung, A. R., ve Wang, R. (2018). My Friend
Likes This Brand: Do Ads with Social Context Attract More Attention on Social
Networking Sites?. Computers in Human Behavior, 84, 420-429