Instagram ve Influencer Etkisi Bağlamında Hedonik Tüketim: Üniversite Gençleri Üzerine Karşılaştırmalı Bir Araştırma

Öz

İletişim teknolojilerinde yaşanan hızlı gelişmeler, bireylerin tüketim alışkanlıklarını önemli ölçüde dönüştürmüştür. Bu dönüşümde sosyal medya platformları, tüketim tercihlerini şekillendiren önemli bir araç haline gelerek, ihtiyaç temelli tüketimden, haz ve deneyim odaklı hedonik tüketime doğru bir geçiş yaşanmıştır. Etkileşimli yapısı ve görsel gücü ile hedonik tüketimi teşvik eden mecralardan biri olan Instagram, öne çıkan platformlardan biri olmuştur. Bu çalışma, üniversite gençlerinin Instagram üzerinden gerçekleştirdikleri hedonik tüketim davranışları ile Instagram fenomenlerine (influencer) bağlı olarak sergiledikleri hedonik tüketim eğilimlerini karşılaştırmalı olarak incelemeyi amaçlamaktadır. Araştırma kapsamında katılımcıların hedonik tüketim eğilimlerini ölçmek için, Instagram’daki hedonik tüketim davranışlarına ilişkin 19 ifadeden ve Instagram fenomenlerine bağlı hedonik tüketim davranışlarına ilişkin 11 ifadeden oluşan iki ölçek kullanılmıştır. Araştırmada kullanılan ölçeklerin Cronbach’s Alpha değerleri; Instagram’daki Hedonik Tüketim Davranışları ölçeği için %91,8, Fenomenlere Bağlı Hedonik Tüketim Davranışları ölçeği için ise %94,4’tür. Bu sonuçlar ölçeklerin yüksek güvenilirliğe sahip olduğunu göstermektedir. Araştırmanın evrenini İstanbul Üniversitesi’nde örgün öğretim gören ön lisans, lisans ve lisansüstü öğrenciler oluşturmaktadır. Veriler, kolayda örnekleme yöntemi kullanılarak çevrimiçi anket tekniği ile toplanmıştır. Ankete katılan 539 kişiden, Instagram hesabı bulunmayan 28 kişinin yanı sıra eksik veya hatalı yanıt veren 65 kişi çıkarılarak toplam 446 geçerli veri analiz edilmiştir. Araştırma bulguları, Instagram’ın yüksek etkileşim kapasitesine sahip yapısının gençlerin hedonik tüketim davranışlarını yönlendirmede etkili olduğunu ortaya koymaktadır. Özellikle fenomenlerin öneri ve paylaşımlarının tüketim kararlarını doğrudan etkilediği gözlemlenmiştir. Araştırma, sosyal medya platformları ve fenomenlerin üniversite gençlerinin hedonik tüketim tercihlerinde etkili olduklarını ve hedonik tüketim alışkanlık larının sosyal medyada şekillenmesinde önemli bir rol oynadıklarını ortaya koymuştur.

Anahtar Kelimeler

• Tüketim Kültürü
• Hedonik Tüketim
• Sosyal Medya
• Sosyal Medya Fenomeni (Influencer)
• Instagram

Etik Beyan

Bu çalışma İstanbul Üniversitesi etik kurulu tarafından onaylanmıştır (11.02.2021 - 76906)

Hedonic Consumption in the Context of Instagram and the Influence of Social Media Influencers: A Comparative Study of University Students

Öz

The advent of advanced communication technologies has profoundly influenced consumer behaviours. In this transformation, social media platforms have become a significant instrument in shaping consumer preferences, resulting in a shift from needs-based consumption to hedonic consumption focused on pleasure and experience. Instagram, with its interactive structure and visual potency, has emerged as a preeminent platform that fosters hedonic consumption. The objective of this study was to compare university students’ hedonic consumption behav iours on Instagram with their hedonic consumption tendencies related to Instagram influencers. In the context of the study, two distinct scales were employed to assess the participants’ hedonic consumption tendencies. The first scale comprised 19 statements designed to gauge hedonic consumption behaviours observed on Instagram, while the second scale consisted of 11 statements intended to measure hedonic consumption behaviours associated with Instagram influencers. The Cronbach's alpha values of the scales utilised in the study were found to be 91.8% for the Hedonic Consumption Behaviours on Instagram scale and 94.4% for the Hedonic Consumption Behaviours Related to Influencers scale, indicating that the scales possess high reliability. The study population consists of associate degree, undergraduate, and graduate students enrolled in full-time education at Istanbul University. The data were collected using an online survey technique with a convenience sampling method. Following the exclusion of 28 participants who did not possess an Instagram account and 65 participants whose responses were incomplete or inaccurate, the final sample comprised 446 valid data points for analysis. The research findings indicate that Instagram’s structural design, characterised by its high capacity for interaction, effectively influences the hedonic consumption behaviours of young individuals. It was observed that influencers’ recommendations and shares exert a direct influence on consumption decisions. The study revealed that social media platforms and influencers are effective in shaping university students’ hedonic consumption preferences and play a significant role in shaping hedonic consumption habits on social media.

Anahtar Kelimeler

• Consumption Culture
• Hedonic Consumption
• Social Media
• Social Media Influencer
• Instagram

Kaynakça

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