Restoran Müşterilerinin Instagram’da Önem Verdikleri Faktörler ve Satın Alma Niyeti Üzerine Etkisi

Dünyada son 30 yıllık süreçte bilgi teknolojilerinde meydana gelen gelişmeler hem kişilerin hem de işletmelerin yaşam içinde hayatın normal seyrini değiştirmiştir. İnternetin yaygınlaşmasıyla birlikte de basit bireysel ilişkilerden uluslararası ticarete kadar hemen her faaliyet internet sayesinde yapılmaya başlamıştır. Bu noktada kişilerin tanıdıklarıyla birlikte olma yeni arkadaşlar edinme ve kendini ifade etme gibi isteklerinin karşılanması için sosyal medya kavramı ortaya çıkmıştır. Günümüzde tüm dünyada en fazla kullanılan sosyal mecralardan biri de Instagram’dır. Bu çalışmanın amacı, tüm dünyada en yaygın kullanılan sosyal medya mecralarından biri olan Instagram’da kullanıcılarının restoranlarla ilgili önem verdikleri unsurları ve bu unsurların satın alma niyeti üzerine etkilerini ortaya koymaktır. Çalışma alan araştırması olarak 375 kişiyle gerçekleştirilmiştir. Çalışmada anket yönetimi kullanılmış ve müşterileri Instagram sayfası bulunan restoranlarda sırasıyla Güven, Paylaşım, Konum ve Fiyat faktörüne önem verdikleri ve bu faktörlerin katılımcıların demografik özelliklerine göre farklılık gösterdiği, Paylaşım ve Konum faktörlerinin de müşterilerinin satın alma niyetlerini etkilediği saptanmıştır.

Factors that Restaurant Customers Pay Attention to Instagram and Effect on Purchasing Intent

ast 30 years in the world, developments in information technologies have changed life for both individuals and businesses. With the spread of the Internet, almost everything started to change from simple individual relations to international trade by the agency of internet. At this point, the concept of social media has emerged in order to meet people's desires, to meet new people, to make new friends and to express themselves. In this time, one of the most used social media tools in the world is Instagram. The aim of this study is about Instagram, which is a one of the most widely used social media tool all over the world and its aim that Instagram users’ attach importance to factors in restaurants and their effects on the purchase intent. The study was conducted with 375 people as field research. Questionnaire method was used in the study, and it was found that restaurant customers attach importance to Trust, Sharing, Location and Price factors in Instagram and these factors differ according to the demographic characteristics of the participants and the Sharing and Location factors affect the customers' purchasing intentions.

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