SOSYAL AĞ SİTELERİNİN SÜREKLİLİĞİ: TÜRKİYE’DEKİ INSTAGRAM KULLANICILARI ÜZERİNDE AMPİRİK BİR İNCELEME

Bireylerin sosyal medya platformlarını kullanmaya devam etmeleri, hem platformların uzun dönemli başarısı açısından hem de bu platformlara yatırım yapan firmalar açısından kritik önem taşımaktadır. Bu çalışmada çeşitli sosyo-psikolojik teoriler bir araya getirilerek Türk Instagram kullanıcılarının platformu kullanmaya devam etme niyetlerine etki eden faktörlerin belirlenmesi amaçlanmıştır. Çalışmanın araştırma modeli, Yapısal Eşitlik Modellemesi (YEM) tekniği kullanılarak test edilmiştir. Araştırmanın verileri 335 katılımcıdan online anket aracılığıyla toplanmıştır. Ampirik bulgular, algılanan eğlencenin memnuniyet üzerinde, memnuniyetin de devam etme niyeti üzerinde güçlü ve istatistiksel olarak anlamlı bir ilişki olduğunu göstermiştir.

Anahtar Kelimeler:

Sosyal ağ siteleri, Instagram, Devam etme niyeti, Algılanan eğlence, Ampirik araştırma, YEM

SOCIAL NETWORKING SITES CONTINUANCE: AN EMPIRICAL INVESTIGATION OF INSTAGRAM USERS IN TURKEY

The continuation of individuals to use social network sites is critical both for the long-term success of social network sites and for companies that invest in these platforms. In this study, it was aimed to determine the factors that influence the intentions of Turkish Instagram users to continue using the platform by incorporating a variety of socio-psychological theoretical models and theories. The empirical model of the study was tested by using the Structural Equation Modelling (SEM) technique. Data for this research were collected from 335 participants via the online survey. The empirical results revealed that perceived enjoyment had a strong and statistically significant effect on satisfaction, and satisfaction had a strong and statistically significant effect on continuance intention.

Keywords:

Social network sites, Instagram, Continuance intention, Perceived enjoyment, Empirical research, SEM,

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