Tutum, Norm ve Niyetlerin Sosyal Ağ Siteleri Kullanımına Etkisi

Yıl 2020, Cilt: 2 Sayı: 1, 1 - 11, 06.01.2020

Onur Köksal , Murat Güler , Fatih Çetin

Öz

Sosyal bir davranış olarak incelenen sosyal ağ siteleri kullanımının arka planında belirli dürtüler olduğu düşünülmektedir. Bu doğrultuda çalışmanın amacı; sosyal ağ sitelerinin kullanımında tutum, norm ve niyetlerin etkilerini incelemektir. Bu amaç bağlamında, 280 üniversite öğrencisinden anket yöntemiyle toplanan veri çeşitli istatistiksel analizler aracılığıyla incelenmiştir. Analiz bulguları; Kullanımlar ve Doyumlar Teorisi ile Gerekçeli Davranış Teorisi çerçevesinde, bireylerin sosyal ağ sitelerine yönelik tutumlarının hem doğrudan hem de alışveriş, eğlenme ve duyguları açma niyetleri aracılığıyla sosyal ağ siteleri kullanımlarını etkilediğini göstermiştir.

Anahtar Kelimeler

Tutum, Norm, Niyet, Sosyal Ağ Siteleri Kullanımı

The Impact of Attitude, Norm and Intentions on the Usage of Social Network Sites

Öz

It is thought that there are certain motives in the background of the usage of social network sites that are studied as a social behavior. The main purpose of the study is to examine the roles of attitude, norm and intentions on the usage of social network sites. The data is gathered from 280 university students with using survey methodology. The results of analysis showed that attitudes towards SNS has not only directly, but also indirectly impact on the usage of SNS with the mediating roles of shopping, entertainment and emotional disclosure intentions within the framework of Uses and Gratifications Theory and Reasoned Action Theory.

Anahtar Kelimeler

Attitude, Norm, Intention, Usage of Social Network Sites

Kaynakça

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