Bu çalışmanın amacı üniversite gençliğinin sosyal medyada paylaşımlarını hangi davranış teorisi bağlamında gerçekleştirdiğini ve paylaşım yapma niyetine yönelik tutumu etkileyen faktörleri değerlendirmektir. Bu doğrultuda çalışma, gençlerin sosyal medya mecralarında paylaşıma ilişkin tutumlarını açıklayan e-sosyal sermaye, e-sosyal güven ve sosyal medyaya güven gibi çevresel faktörler ile saygınlık gibi kişisel faktörler temelinde tasarlanmıştır. Alan araştırmasına konu olan veriler 1232 üniversite öğrencisiyle yapılan anket çalışması neticesinde elde edilmiştir. Çalışmanın teorik çerçevesi temelinde oluşturulan araştırma modeli iki aşamalı olarak yapısal eşitlik modellemesiyle (YEM) analiz edilmiştir. Çalışma sonuçları ilgili örneklem çerçevesinde değerlendirildiğinde üniversite gençlerinin sosyal medyada paylaşımlarını gerekçelendirilmiş eylem teorisi bağlamında gerçekleştirdiğini göstermektedir. Ayrıca, sosyal medyaya güven, e-sosyal güven, e- sosyal sermaye ve saygınlık değişkenlerinin sosyal medyada paylaşım yapma niyetine yönelik tutum üzerinde olumlu bir etkiye sahip olduğu tespit edilmiştir.


The aim of this study is to evaluate the factors that affect the attitude towards the intention to share and the manner in which the university youth performs social media sharing. In this direction, this study is designed based on the environmental factors such as online social capital, e-social trust and trust in social network sites, and personal factors such as reputation that explain the attitudes of young people towards sharing in social media circles. The data subject to field research were obtained on the basis of the questionnaire survey conducted by 1232 university students. The research model based on the theoretical framework of the study was analyzed with a structural equation modeling by two-stage approach. When the results of the study are evaluated within the framework of the relevant sample, the results show that young people create intention towards sharing on social media in the context of reasoned action theory. In addition, it has been found that the trust in Social Network Sites, e-social trust, online social capital and reputation have a positive effect on the attitude towards sharing intention in social media.


Abdul-Rahman, A. ve Hailes, S. (2000). Supporting Trust in Virtual Communities. System Sciences, Proceedings of the 33rd Annual Hawaii International Conference. Hawaii: IEEE: 1-9.

Ahn, J. (2012). Teenagers’ Experiences with Social Network Sites: Relationships to Bridging and Bonding Social Capital. The Information Society, 28 (2): 99-109.

Ahn, T. K. ve Ostrom, E. (2008). Social Capital and Collective Action. Dario Castiglione, Jan W. Van Deth ve Guglielmo Wolleb (Ed.) The Handbook of Social Capital içinde (s. 70-100). New York: Oxford University Press.

Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Action Control. Berlin Heidelberg, Springer: 11-39.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50 (2): 179-211.

Ajzen, I. (2002a). Perceived Behavioral Control, Self‐Efficacy, Locus of Control and The Theory of Planned Behavior. Journal of Applied Social Psychology, 32 (4): 665-683.

Ajzen, I. (2002b). Constructing A TPB Questionnaire: Conceptual and Methodological Considerations. Working Paper, University of Massachusetts, Amherst (online erişim:

Ajzen, I. (2002c). Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives. Personality and Social Psychology Review, 6 (2): 107-122. Alesina, A. ve La Ferrara, E. (2002). Who Trusts Others? Journal of Public Economics, 85 (2): 207- 234.

Bagozzi, Richard P. ve Youjae Y. (1988). On The Evaluation of Structural Equation Models. Journal of The Academy of Marketing Science, 16 (1): 74-94.

Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley. Bock, G. W., Lee, J. Y. ve Lee, J. (2010). Cross Cultural Study on Behavioral Intention Formation in Knowledge Sharing. Asia Pacific Journal of Information Systems, 20 (3): 1-32.

Bock, G. W., Zmud, R. W., Kim, Y. G. ve Lee, J. N. (2005). Behavioral Intention Formation in Knowledge Sharing: Examining The Roles of Extrinsic Motivators, Social-Psychological Force and Organizational Climate. MIS Quarterly, 29 (1): 87-111.

Bohn, A., Buchta, C., Hornik, Mair, P. (2014). Making Friends and Communicating on Facebook: Implications for the Access to Social Capital. Social Networks, 37: 29-41.

Bok, S. (1979). Lying; Moral Choice in Public and Private Life. New York: Vintage Books.

Bourdieu, P. (1984). Distinction: A Social Critique of the Judgement of Taste. London: Routledge.

Boyd, D. ve Ellison, N. (2010). Social Network Sites: Definition, History, and Scholarship. IEEE Engineering Management Review, 3 (38): 16-31.

Cao, Q., Lu, Y., Dong, D., Tang, Z. ve Li, Y. (2013). The Roles of Bridging and Bonding in Social Media Communities. Journal of the Association for Information Science and Technology, 64 (8): 1671-1681.

Chang, M. K. (1998). Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. Journal of Business Ethics, 17 (16): 1825-1834.

Cheon, J., Lee, S., Crooks, S. M. ve Song, J. (2012). An Investigation of Mobile Learning Readiness in Higher Education Based on the Theory of Planned Behavior. Computers & Education, 59 (3): 1054-1064.

Chiu, C. M., Hsu, M. H. ve Wang, E. T. (2006). Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Social Cognitive Theories. Decision Support Systems, 42 (3): 1872-1888.

Chow, W. S. ve Chan, L. S. (2008). Social Network, Social Trust and Shared Goals in Organizational Knowledge Sharing. Information & Management, 45 (7): 458-465.

Dwyer, C., Hiltz, S. ve Passerini, K. (2007). Trust and Privacy Concern Within Social Networking Sites: A Comparison of Facebook and Myspace. AMCIS 2007 Proceedings: 339-351.

Ellison, N., Steinfield, C., Lampe, C. (2006). Spatially Bounded Online Social Networks and Social Capital. International Communication Association, 36: 1-37

Ellison, N. B., Steinfield, C. ve Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer‐Mediated Communication, 12 (4): 1143-1168.

Ellison, N. B., Vitak, J., Steinfield, C., Gray, R. ve Lampe, C. (2011). Negotiating Privacy Concerns and Social Capital Needs in a Social Media Environment. Privacy Online. Springer Berlin Heidelberg: 19-32.

Ellison, N. B., Vitak, J., Gray, R. ve Lampe, C. (2014). Cultivating Social Resources on Social Network Sites: Facebook Relationship Maintenance Behaviors and Their Role in Social Capital Processes. Journal of Computer‐Mediated Communication, 19 (4): 855-870.

Field, J. (2008). Sosyal Sermaye. B. Bilgen ve B. Sen (Çev.). İstanbul: İstanbul Bilgi Üniversitesi Yayınları.

Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.

Fogel, J. ve Nehmad, E. (2009). Internet Social Network Communities: Risk Taking, Trust, and Privacy Concerns. Computers in Human Behavior, 25 (1): 153-160.

Fornell, C. ve Larcker D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1): 39-50.

Hair, J.F., Anderson, R. E., Tatham, R. L. ve Black, W. C. (1998). Multivariate Data Analysis. PrenticeHall, New Jersey, USA.

Hajli, N. ve Lin, X. (2016). Exploring the Security of Information Sharing on Social Networking Sites: The Role of Perceived Control of Information. Journal of Business Ethics, 133 (1): 111-123.

Hau, L. N. ve Thuy, P. N. (2011). Impact of Service Personal Values on Service Value and Customer Loyalty: A Cross-Service Industry Study, Service Business, 3: 293-307.

Hsu, C. L. ve Lin, J. C. C. (2008). Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation. Information & Management, 45 (1): 65- 74.

Huang, Q., Davison, R. M. ve Gu, J. (2008). Impact of Personal and Cultural Factors on Knowledge Sharing in China. Asia Pacific Journal of Management, 25 (3): 451-471.

Hughes, D. J., Rowe, M., Batey, M. ve Lee, A. (2012). A Tale of Two Sites: Twitter vs. Facebook and the Personality Predictors of Social Media Usage. Computers in Human Behavior, 28 (2): 561- 569.

Jalalian, M., Latiff, L., Hassan, S. T. S., Hanachi, P. ve Othman, M. (2010). Development of a Questionnaire for Assessing Factors Predicting Blood Donation among University Students: A Pilot Study. Southeast Asian Journal of Tropical Medicine and Public Health, 41 (3): 660-666.

Kalemci Tüzün, İ. (2007). Güven, Örgütsel Güven ve Örgütsel Güven Modelleri. Karamanoğlu Mehmet Bey İ.İ.B.F. Dergisi, (13): 93-118.

Kramer, R. M., Brewer, M. B. ve Hanna, B. A. (1996). Collective Trust and Collective Action. Trust in Organizations: Frontiers of Theory and Research, London: Sage Publications.

Lin, H. F. (2006). Understanding Behavioral Intention to Participate in Virtual Communities. Cyberpsychology & Behavior, 9 (5): 540-547.

Liska, A. E. (1984). A Critical Examination of the Causal Structure of the Fishbein/Ajzen AttitudeBehavior Model. Social Psychology Quarterly, 47 (1): 61-74.

Madden, M., Lenhart, A., Cortesi, S., Gasser, U., Duggan, M., Smith, A. ve Beaton, M. (2013). Teens, Social Media, And Privacy. Pew Research Center, 21: 2-86.

Maksl, A. ve Young, R. (2013). Affording to Exchange: Social Capital and Online Information Sharing. Cyberpsychology, Behavior, and Social Networking, 16 (8): 588-592.

Maslow, A. H. (1948a). “Higher” and “Lower” Needs. The Journal of Psychology, 25 (2): 433-436.

Maslow, A. H. (1948b). Some Theoretical Consequences of Basic Need‐Gratification. Journal of Personality, 16 (4): 402-416.

McKnight, D. H. ve Chervany, N. (2001). While Trust is Cool and Collected, Distrust is Fiery and Frenzied: A Model of Distrust Concepts. Amcis 2001 Proceedings: 171.

Parker, D., Manstead, A. S., ve Stradling, S. G. (1995). Extending The Theory of Planned Behaviour: The Role of Personal Norm. British Journal of Social Psychology, 34 (2): 127-138.

Pi, S. M., Chou, C. H. ve Liao, H. L. (2013). A Study of Facebook Groups Members’ Knowledge Sharing. Computers in Human Behavior, 29 (5): 1971-1979.

Putnam, R. (2000). Bowling Alone: The Collapse and Revival of American Community. New York: Simon and Schuster.

Rex, J., Lobo, A., ve Leckie, C. (2015). Evaluating the Drivers of Sustainable Behavioral Intentions: An Application and Extension of the Theory of Planned Behavior. Journal of Nonprofit & Public Sector Marketing, 27 (3): 263-284.

Ridings, C. M., Gefen, D. ve Arinze, B. (2002). Some Antecedents and Effects of Trust in Virtual Communities. The Journal of Strategic Information Systems, 11 (3): 271-295.

Salehan, M., Mousavizadeh Kashipaz, S. M. ve Xu, C. (2013). Information Sharing on Social Networking Websites: Antecedents and Consequences of Trust. Proceedings of the Nineteenth Americas Conference on Information Systems, August 15-17: 1-12.

Salehan, M., Kim, D. Koo, C. (2016). A Study of the Effect of Social Trust, Trust in Social Networking Services, and Sharing Attitude, on Two Dimensions of Personal Information Sharing Behavior. The Journal of Supercomputing, 1-24.

Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8 (2): 23-74.

Shim, S., Eastlick, M. A., Lotz, S. L., ve Warrington, P. (2001). An Online Prepurchase Intentions Model: The Role of Intention to Search. Journal of Retailing, 77 (3): 397-416.

Smith, J. B. (1997). Selling Alliances: Issues and Insights. Industrial Marketing Management, 26 (2): 149-161.

Steinfield, C., Ellison, N. B. ve Lampe, C. (2008). Social Capital, Self-Esteem, and Use of Online Social Network Sites: A Longitudinal Analysis. Journal of Applied Developmental Psychology, 29 (6): 434-445.

Steinfield, C., DiMicco, J. M., Ellison, N. B. ve Lampe, C. (2009, June). Bowling Online: Social Networking and Social Capital Within the Organization. Proceedings of The Fourth İnternational Conference On Communities and Technologies: 245-254.

Steinfield, C., Ellison, N., Lampe, C. ve Vitak, J. (2012). Online Social Network Sites and The Concept of Social Capital. Frontiers in New Media Research, 15: 115.

Sztompka, P. (1999). Trust: A Sociological Theory. New York: Cambridge University Press.

Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve Lisrel Uygulamaları. Ankara: Ekinoks.

Wahyuni, P. (2013). Predicting Knowledge Sharing Intention Based on Theory of Reasoned Action Framework: An Empirical Study on Higher Education Institution. American International Journal of Contemporary Research, 3 (1): 138-147.

Wang, S. ve Noe, R. A. (2010). Knowledge Sharing: A Review and Directions for Future Research. Human Resource Management Review, 20 (2): 115-131.

Wasko, M. M. ve Faraj, S. (2005). Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice. MIS Quarterly, 29 (1): 35-57.

Williams, D. (2006). On and Off The’net: Scales for Social Capital in an Online Era. Journal of Computer‐Mediated Communication, 11 (2): 593-628.

Yang, S. C. Ve Farn, C. K. (2009). Social Capital, Behavioural Control, and Tacit Knowledge Sharing— A Multi-Informant Design. International Journal of Information Management, 29 (3): 210-218.

Yean, T. F., Johari, J., ve Sukery, A. F. M. (2015). The Influence of Attitude, Subjective Norms, and Perceived Behavioural Control On Intention to Return to Work: A Case of Socso's Insured Employees. Journal of Malaysian Studies, (33): 141-154.

Zhang, P. ve Fai Ng, F. (2012). Attitude Toward Knowledge Sharing in Construction Teams. Industrial Management & Data Systems, 112 (9): 1326-1347.

Kaynak Göster