Sosyal Medya Kullanım Amaçları ile Sosyal Medya Bağımlılığının Satın Alma Davranışı Üzerindeki Etkisi

Abstract

Bu çalışma, sosyal medya kullanım amaçlarının ve bağımlılığının müşteri satın alma davranışı üzerindeki etkisini incelemektedir. Sosyal medya günlük yaşamın ayrılmaz bir parçası haline geldikçe, satın alma da dahil olmak üzere çeşitli müşteri davranışlarını etkilemektedir. Araştırmanın evreni sosyal medya kullanıcılarıdır. Örneklem web üzerinden ulaşılabilen 393 kişiden oluşmaktadır. Örneklemden elde edilen veriler kullanılarak, ölçeği doğrulamak ve temel faktörleri belirlemek için Açıklayıcı Faktör Analizi (AFA) ve Doğrulayıcı Faktör Analizi (DFA) yapılmıştır. Bulgular, sosyal medya bağımlılığının satın alma davranışını önemli ölçüde yönlendirdiğini, bilgi arama davranışının da satın alma kararlarını etkilediğini göstermektedir. Ancak, sosyal medyayı boş zaman için kullanmanın satın alma davranışları üzerinde önemli bir etkisi yoktur. Bu sonuçlar, pazarlamacıların sosyal medyayı bilgi toplamak için kullanan müşterilere odaklanmaları gerektiğini, çünkü bu müşterilerin hedeflenen içeriğe daha duyarlı olduklarını göstermektedir. Bu çalışma, farklı sosyal medya kullanım amaçlarının müşteri davranışlarını nasıl etkilediğini anlamak için değerli bilgiler sunmakta ve dijital ortamlardaki pazarlama stratejileri için potansiyel etkileri vurgulamaktadır.

Keywords

• Sosyal medya kullanım amaçları
• Sosyal medya bağımlılığı
• Müşteri satın alma davranışı
• Dijital pazarlama
• Yapısal eşitlik modeli

The Impact of Social Media Usage Purposes and Social Media Addiction on Consumer Purchasing Behavior

Abstract

This study examines the impact of social media usage purposes and addiction on consumer purchasing behavior. As social media becomes an integral part of daily life, it influences various consumer behaviors, including purchasing. The research population consists of social media users. The sample includes 393 individuals accessible online. Using the data obtained from the sample, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to validate the scale and identify the main factors. The findings indicate that social media addiction significantly drives purchasing behavior, and information-seeking behavior also influences purchasing decisions. However, using social media for leisure purposes has no significant impact on purchasing behaviors. These results suggest that marketers should focus on customers who use social media to gather information, as they are more responsive to targeted content. This study provides valuable insights into how different social media usage purposes affect consumer behaviors and highlights the potential implications for marketing strategies in digital environments.

Keywords

• Social media usage purposes
• Social media addiction
• Consumer purchasing behavior
• Digital marketing
• Structural equation modeling

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