Sosyal medya fenomenlerinin tüketici algısı ve satın alma niyeti üzerine etkisi
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Date
2019
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İstanbul Beykent Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Bu çalışmanın önemi; daha önce çalışılmış olan şöhretlerin pazarlamada kullanılması, sosyal medya pazarlaması, sosyal medyanın tüketici davranışlarına ve satın alma niyetine etkisi gibi konulardan farklı olarak sosyal medya fenomenleri üzerine odaklanmasıdır. Sosyal medyada öne çıkan ve diğer kullanıcıları etkileyen kişiler literatürde sosyal medya ünlüsü, dijital nüfuzlular, influencer vb. gibi kavramlarla ifade edilmektedir. Bu sosyal medya etkileyicileri çalışmada "sosyal medya fenomeni" kavramı ile ifade edilmiştir. Fenomen kavramı ve fenomen kullanımı konusu pazarlama teorileri açısından değerlendirilerek çalışmaya dayanak oluşturacak pazarlama teorilerine de yer verilmiştir. Çalışmanın amacı sosyal medya fenomenlerinin tüketici algısı ve onların satın alma niyeti üzerine etki düzeyini ortaya koymaya yöneliktir. Marmara Bölgesi'nde yaşayan ve 18 yaşının üzerinde olup sosyal medyayı aktif kullanan 818 katılımcıdan anket aracılığı ile veri toplanmıştır. Verilerin analizinde, açıklayıcı ve doğrulayıcı faktör analizi yapılmış ve değişkenler arası korelasyon tespit edilmiştir. Model analizi için yapısal eşitlik metodu kullanılmıştır. Yapılan analiz neticesinde; oluşturulan modelin uyum indeks aralıklarının iyi uyum gösterdiği tespit edilmiştir. Fenomen kullanımı ile satın alma niyeti arasında doğrudan ve pozitif yönlü bir ilişki tespit edilmiştir. Devamında tüketici algısı ile satın alma niyeti arasında doğrudan ve pozitif yönlü bir ilişki tespit edilmiştir. Yine çalışmanın bir sonucu olarak; fenomen kullanımı ile satın alma niyeti arasındaki ilişkide tüketici algısının pozitif yönlü aracılık etkisi tespit edilmiştir.
The importance of this study; The focus is on social media phenomena, which is different from issues such as the use of celebrities previously studied in marketing, social media marketing, the impact of social media on consumer behavior and purchase intention. The prominent people in social media and influencing other users are expressed in the literature by concepts such as social media celebrity, digital influencers and influencer. In this study, these social media influencers; is expressed with the concept of social media phenomenon. The concept of phenomenon and the use of phenomenon are evaluated in terms of marketing theories and marketing theories that will form the basis of the study are also included. The aim of the study is to determine the effect level of social media phenomena on consumer perception and purchase intention. Data were collected from 818 participants in the Marmara Region who are over 18 years of age and actively using social media. In the analysis of the data, explanatory and confirmatory factor analyzes were performed and correlation between variables was determined. Structural equation method was used for model analysis. As a result of the analysis; The fit index ranges of the model were found to be well fit. A direct and positive relationship between the use of phenomenon and intention to purchase has been identified. In additon, there was a direct and positive relationship between consumer perception and purchase intention. As another result of the study; a positive mediating effect of consumer perception on the relationship between the use of phenomenon and intention to purchase has been determined.
The importance of this study; The focus is on social media phenomena, which is different from issues such as the use of celebrities previously studied in marketing, social media marketing, the impact of social media on consumer behavior and purchase intention. The prominent people in social media and influencing other users are expressed in the literature by concepts such as social media celebrity, digital influencers and influencer. In this study, these social media influencers; is expressed with the concept of social media phenomenon. The concept of phenomenon and the use of phenomenon are evaluated in terms of marketing theories and marketing theories that will form the basis of the study are also included. The aim of the study is to determine the effect level of social media phenomena on consumer perception and purchase intention. Data were collected from 818 participants in the Marmara Region who are over 18 years of age and actively using social media. In the analysis of the data, explanatory and confirmatory factor analyzes were performed and correlation between variables was determined. Structural equation method was used for model analysis. As a result of the analysis; The fit index ranges of the model were found to be well fit. A direct and positive relationship between the use of phenomenon and intention to purchase has been identified. In additon, there was a direct and positive relationship between consumer perception and purchase intention. As another result of the study; a positive mediating effect of consumer perception on the relationship between the use of phenomenon and intention to purchase has been determined.
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Keywords
İşletme, Business Administration
