SOSYAL MEDYA ETKİLEŞİMİ, İÇERİK KALİTESİ VE SOSYAL MEDYA DÜRTÜSELLİĞİNİN ANLIK SATIN ALMA DAVRANIŞINA ETKİSİ: ÜRÜN KATEGORİSİNE ÖZGÜ BİR ARAŞTIRMA

Yıl 2024, Cilt: 20 Sayı: 2, 437 - 461, 28.06.2024

Ceylan Bozpolat

https://doi.org/10.17130/ijmeb.1430842

Öz

Artan sosyal medya etkileşimi ile birlikte kaliteli içeriğe denk gelmek muhtemeldir. Sosyal ağlarda
satın aldıkları mal ve hizmetler hakkında içerik paylaşan tüketiciler, diğer tüketicilerin satın alma
kararlarını etkileyebilmektedir. Ayrıca etkileşim sağlayan bu içerikler, platformu daha dürtüsel yaparak
tüketicilerin anlık satın alma kararında rol oynayabilmektedir. Yeni nesil rekabet aracı olan sosyal
medyayı bu bakımdan ele almak markalar ve işletmeler açısından önemlidir. Mevcut araştırma, sosyal
medya etkileşimleri ile anlık satın alma davranışı arasındaki ilişkide, içerik kalitesinin ve sosyal medya
dürtüselliğinin rolünü bebek ve çocuk ürünleri kategorisi özelinde ortaya çıkarmayı amaçlamaktadır. Bu
bakımdan söz konusu çalışma ilgili kavramların kategorik bağlamda aracı etkilerinin değerlendirildiği ilk
çalışmadır. Araştırmada 515 bebek ve çocuk ürünleri tüketicisinden oluşan bir örneklem üzerinde SmartPLS
yazılımı ile yapısal eşitlik modellemesi uygulanmıştır. Veriler üstel ayrımcı olmayan kartopu örnekleme
yöntemi ve çevrim içi anket tekniği ile toplanmıştır. Araştırma bulguları, sosyal medya etkileşimlerinin,
içerik kalitesini ve sosyal medya dürtüselliğini pozitif yönde etkilediğini ortaya koymaktadır. Öte yandan
sosyal medya dürtüselliği, anlık satın alma davranışını önemli ölçüde etkilemesine rağmen aynı etki içerik
kalitesi bağlamında gerçekleşmemiştir. Ayrıca sosyal medya etkileşimleri ile anlık satın alma davranışı
arasındaki ilişkide, sosyal medya dürtüselliğinin tam aracı rol oynadığı tespit edilmiştir.

Anahtar Kelimeler

Sosyal Medya Etkileşimi, İçerik Kalitesi, Dürtüsellik, Anlık Satın Alma Davranışı

THE EFFECT OF SOCIAL MEDIA INTERACTION, CONTENT QUALITY AND SOCIAL MEDIA IMPULSIVITY ON IMPULSE BUYING BEHAVIOR: A PRODUCT CATEGORY SPECIFIC RESEARCH

Öz

With increased social media interaction, it is possible to come across quality content. Consumers
who share content about the goods and services they purchase on social networks can influence the
purchasing decisions of other consumers. In addition, these interactive contents can play a role in
consumers’ impulse purchasing decisions by making the platform more impulsive. In this respect, it is
important for brands and businesses to consider social media, which is a new generation competitive
tool. The current research aims to reveal the role of content quality and social media impulsivity in the relationship between social media interactions and impulse buying behavior, specific to the baby and
children’s products category. In this respect, the study in question is the first study in which the mediating
effects of relevant concepts are evaluated in a categorical context. In the study, structural equation
modeling was applied with SmartPLS software on a sample of 515 consumers of baby and children’s
products. Data were collected by exponential non-discriminatory snowball sampling method and online
survey technique. Research findings reveal that social media interactions positively affect content quality
and social media impulsivity. On the other hand, although social media impulsivity significantly affects
impulse buying behavior, the same effect did not occur in the context of content quality. In addition,
social media impulsivity was found to play a full mediating role in the relationship between social media
interactions and impulse buying behavior.

Anahtar Kelimeler

Social Media Interaction, Content Quality, Impulsivity, Impulse Buying Behavior

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