Tüketicilerin Sosyal Medya Reklamlarına Yönelik Tutumlarının Plansız Satın Alma Davranışına Etkisinde Hedonik Satın Alma Davranışının Aracılık Rolü

Yıl 2023, Cilt: 23 Sayı: 2, 203 - 218, 10.05.2023

İsmail Yaprak , Suzan Coban

https://doi.org/10.21121/eab.1210790

Öz

Sosyal medya ağları, kullanıcıların birbirleriyle iletişim kurduğu ve paylaşımlarda bulunduğu bir alan olmasının yanı sıra işletmelerin önemli tanıtım faaliyetlerinden biri haline gelmiştir. İşletmeler, sosyal medya ağlarında reklam unsurunu etkin bir şekilde kullanarak tüketicilerin satın alma davranışlarını etkilemeye çalışmaktadır. Hedonik ve plansız satın alma davranışları, günümüzde tüketiciler arasında giderek yaygınlaşan önemli satın alma davranışları olarak ifade edilebilir. Bu çalışma, dijital teknolojik gelişmelerin artan yaygınlığına rağmen, bilimsel dergilerde çok az çalışma yapılan sosyal medya reklamcılığı ile satın alma karar sürecinde yaygın bir fenomen haline gelen plansız satın alma ve hedonic satin alma davranış arasındaki ilişkiyi araştırmaya odaklanmıştır. Bu bağlamda bulguların ilgili literatüre katkı sağlayacağı düşünülmektedir. Araştırma kapsamındaki veriler anket yöntemi uygulanarak elde edilmiştir. Toplamda 992 anket verisi elde edilmiştir. Sonuç olarak, sosyal medya reklamlarının plansız ve hedonik satın alma davranışını pozitif yönde yordadığı sonucuna varılmıştır. Ayrıca bu ilişkide hedonik satın alma davranışının kısmi aracılık etkisi tespit edilmiştir.

Anahtar Kelimeler

Sosyal Medya Reklamları, Plansız Satın Alma Davranışı, Hedonik Satın Alma Davranışı

The Mediating Role of Hedonic Buying Behavior in The Effect of Consumers' Attitudes Towards Social Media Ads on Impulse Buying Behavior

Öz

Social media networks, besides being an area where users communicate and share with each other, have become one of the important promotion activities of businesses. Businesses are trying to influence the purchasing behavior of consumers by using the advertising element effectively in social media networks. Hedonic and impulse buying behaviors can be expressed as important buying behaviors that are becoming increasingly widespread among consumers today. This study, focused on investigating the correlation among that despite the growing prevalence of digital technological developments, social media advertising which has seen little work done in scientific journals the impulse buying and hedonic buying behavior that has become a common phenomenon in the purchasing decision process. In this context, it is thought that the findings will contribute to the relevant literature. The data within the extent of the study were obtained by applying the survey method. In total, 992 survey data were obtained. The result, it is concluded that social media ads have a positive predictive effect on impulse and hedonic buying behavior. In addition, the partial mediation effect of hedonic buying behavior has been determined in this relationship.

Anahtar Kelimeler

Social Media Advertising, Impulse Buying Behavior, Hedonic Buying Behavior, Sosyal Medya Reklamları, Plansız Satın Alma Davranışı, Hedonik Satın Alma Davranışı

Kaynakça

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