SOSYAL MEDYA DAVRANIŞININ OLUŞUMU: ÇEVRİMİÇİ ORTAMLARDA GÜVEN, SOSYAL SERMAYE VE SAYGINLIK İLİŞKİSİ

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.

FORMATION OF SOCIAL MEDIA BEHAIVOR: TRUST, SOCIAL CAPITAL AND REPUTATION RELATIONSHIP İN ONLINE NETWORKS

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.

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Kaynak Göster