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

Year 2018, , 49 - 85, 29.10.2018

Fatma Ceyda Baş

https://doi.org/10.18490/sosars.476033

Cited By: 7

Abstract

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.

Keywords

E-Sosyal Sermaye, E-Sosyal Güven, Sosyal Medyaya Güven, Saygınlık, Gerekçelendirilmiş Eylem Teorisi, Planlı Davranış Teorisi

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