E-Satın Alma Niyeti İnternet ve Sosyal Medya Kullanımı Tarafından Pekiştiriliyor Mu? Üniversite Öğrencileri Üzerine Nicel Bir Araştırma

Yıl 2018, Cilt: 5 Sayı: 4, 143 - 162, 30.07.2018

Nahit Erdem Köker , Özgür Köseoğlu , Mehmet Yakın

https://doi.org/10.17680/erciyesiletisim.422394

Cited By: 5

Öz

Sosyal medyanın popülerliği arttıkça çevrimiçi alışveriş olgusuyla iç içe geçtiği
söylenebilir. Pazarlamacılar çevrimiçi satın almayı özendirmek için sosyal medyayı
tüketicinin başta reklam olmak üzere, çekiliş, yeni ürün tanıtımı, örnek ürün
dağıtımı ve indirim mesajlarına maruz kaldığı bir ortama çevirme eğilimindedirler.
Üstelik sosyal medya tüketicilerin bazen de pazarlamacıların, çevrimiçi alışverişe
yol açabilecek türden ağızdan ağıza mesajlar ürettiği ve çoğalttığı bir merkez
haline gelmiştir. Bu nedenle, söz konusu çalışma sosyal medya kullanımının
e-satın alma niyeti oluşturup oluşturmadığını anlamaya çalışmaktadır. Araştırma
kapsamında üniversite öğrencilerinin e-alışveriş niyeti algılarını ve sosyal medya
kullanım alışkanlarını ölçen bir anket uygulanmıştır. Sonuçlar, internette ve sosyal
medyada daha çok vakit geçiren ve sosyal medya hesaplarını daha sık kontrol eden
kullanıcıların daha fazla e-alışveriş niyeti geliştirdiğini göstermektedir. Bunlara
ek olarak, yeni ürün tanıtımlarını takip eden ve belirli bir markanın hayranı olan
kullanıcıların daha güçlü alışveriş niyetine sahip oldukları gözlenmiştir. Sonuçlar
aynı zamanda, internetten son bir yılda daha çok sayıda ürün/hizmet satın alanların
ve e-alışverişe daha çok para harcayanların, daha güçlü e-satın alma niyetine sahip
olduğunu göstermektedir.

Anahtar Kelimeler

Sosyal Medya Kullanımı, e-Satın Alma Niyeti, İnternet Kullanımı

Is E-Purchase Intention Reinforced by The Use of the Internet and Social Media? A Quantitative Study of University Students

Öz

As social media grows in popularity, it is seemingly becoming intertwined with
online shopping. Marketers tend to turn social media into a platform through which
consumers are exposed to all kinds of promotional activities and messages primarily
advertisements but also raffle draws, new product introductions, sampling and price
reductions in order to increase online purchases. Moreover, today’s social media is
evidently the hub of e-word of mouth generated and amplified by consumers and
in some cases by marketers, which may lead to an increase in online purchases.
Therefore, this study aims to discover if the Internet and social media use encourage
growth of e-purchase intention. A large sample of university students completed
a questionnaire that assessed their e-purchase intention and their social media
use. The results indicate that the users who spend more time on the Internet and
social media, and those who check their accounts more frequently are more likely to
develop e-purchase intention. In addition to these, the users who follow new product
introductions on social media and those who are funs of a particular brand establish
a stronger e-purchase intention. The results also show that both the users who
purchased more items online and the ones who spent more money online during
the last year developed a greater e-purchase intention.

Anahtar Kelimeler

The Internet Use, Social Media Use, e-Purchase Intention

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