The Effects of Social Support, Trust and Social Presence on Social Commerce Intention: A Meta-Analysis

Year 2021, , 440 - 453, 29.04.2021

İlhami Tuncer

https://doi.org/10.52642/susbed.929870

Cited By: 2

Abstract

Teknolojinin gelişimiyle birlikte sosyal medya platformları yaygınlaşmaya başlamış ve tüketicilerin farklı amaçları için kullanımı uygun hale gelmiştir. bu amaçlardan biri de sosyal medya üzerinden alışveriş yapabilme imkanıdır. Dünya genelinde sosyal ticaretin hacmi önemli bir düzeye gelmiş ve gelişimi devam etmektedir. Dolayısıyla sosyal ticaret literatüründe tüketici davranışının araştırılmasına yönelik ilgi artmıştır. Literatürde sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti ilişkileri üzerine birçok çalışma yapılmıştır. Bu noktadan hareketle bu çalışmanın amacı, sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti değişkenleri arasındaki ilişkiyi tek bir model çerçevesinde inceleyen önceki çalışmaları meta-analiz yöntemi ile sentezlemektir. Bu bağlamda 36 çalışmanın bulguları meta-analiz yöntemi ile sentezlenmiştir. Bu sentezin bulgularına göre, bilgi desteği, duygusal destek, sosyal ticaret sitesine güven, sosyal ticaret sitesinde satıcıya güven ve sosyal varlık değişkenlerinin sosyal ticaret niyetini önemli ölçüde etkilediği belirlenmiştir. Bu bulgular, gelecekte bu konuda çalışmalar yapacak araştırmacılara, literatürün kapsamını analiz etme ve çalışmalarını şekillendirme açısından önemli katkılar sağlayabilir. Ayrıca sektördeki pazarlama yöneticileri, pazarlama stratejilerinin belirlenmesinde bu meta-analiz bulgularından yararlanabilirler.

Keywords

Sosyal Destek, Güven, Sosyal Varlık, Sosyal Ticaret Niyeti, Meta Analiz

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