SOSYAL DESTEK, SOSYAL TİCARET GÜVENİ VE DAVRANIŞSAL NİYET ARASINDAKİ İLİŞKİNİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Bu çalışmada sosyal destek, sosyal ticaret güveni ve satın alma niyeti arasındaki ilişkinin varlığı ve yönünün incelenmesi amaçlanmıştır. Bu amaç doğrultusunda literatür temelinde kavramsal çerçeve oluşturularak hipotezler geliştirilmiştir. Yukarıda ifade edilen değişkenler arasındaki ilişkiyi incelemeye yönelik anket yöntemiyle 193 adet örneklem elde edilmiştir. Bu verilerin analizinde en küçük kareler yöntemi ile yapısal eşitlik modeli uygulanmıştır. Bu analiz yapılırken WarpPLS programından yararlanılmıştır. İlk olarak ölçüm modeli analizi yapılmış ve referans değerler sağlandıktan sonra yapısal model test edilmiştir. Edinilen bulgulara göre; sosyal destek ile sosyal medya güveni ve sosyal ticaret tüketicileri güveni arasında pozitif ve anlamlı bir ilişki olduğu anlaşılmıştır. Diğer taraftan sosyal ticaret tüketicileri güveni ile gelecekte satın alma niyeti ve dürtüsel satın alma niyeti arasında da pozitif ve anlamlı bir ilişki ortaya çıkmıştır. Ancak, sosyal medya güveni ile gelecekte satın alma niyeti arasında pozitif ve anlamlı ilişki olduğu tespit edilirken, sosyal medya güveni ile dürtüsel satın alma niyeti arasında pozitif ve anlamlı bir ilişki bulunamamıştır. Bu bulgulara göre araştırmanın sonuç kısmında çeşitli önerilerde bulunulmuştur.

Anahtar Kelimeler:

Sosyal Destek, Sosyal Ticaret Güveni, Satın Alma Niyeti

A RESEARCH ON THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SOCIAL SUPPORT, SOCIAL COMMERCE TRUST AND BEHAVIORAL INTENTION

In this study, it was aimed to investigate the existence and direction of the relationship between social support, socialcommerce trust and purchase intention. For this purpose, a hypothesis was developed by creating a conceptual frameworkbased on the literature. 293 samples were obtained with the survey method to examine the relationship between thevariables mentioned above. In the analysis of this data, structural equality model was applied with the method ofpartial least squares. WarpPLS program was used while making this analysis. Firstly, measurement model analysis wasmade and after providing the reference values, the structural model was tested. According to the findings; It is understoodthat there is a positive and significant relationship between social support and social media trust and social commerceconsumers trust. On the other hand, a positive and meaningful relationship has emerged between the trust of social tradeconsumers and future purchase intention and impulsive purchase intention. However, while there was a positive andsignificant relationship between social media trust and future purchasing intent, no positive and significant relationship wasfound between social media trust and impulsive purchase intent. According to these findings, various suggestions were madein the conclusion part of the research.

Keywords:

Social support, Social commerce trust, Purchase intention,

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