Bireylerin Sosyal Medya Kullanım Motivasyonlarının İncelenmesi: Ölçek Geliştirme Çalışması

Yıl 2025, Sayı: 83, 163 - 185, 30.01.2025

Aydın Kayabaşı , Cevat Söylemez , Fatma Demirağ

https://doi.org/10.51290/dpusbe.1577413

Öz

Çalışmada bireylerin sosyal medya kullanım motivasyonlarının belirlenmesine yönelik kapsamlı bir ölçek geliştirmek amaçlanmaktadır. Bu kapsamda bireylerin sosyal medya kullanım motivasyonlarını belirlemek için Sosyal Medya Kullanım Motivasyonu Ölçeği (SMKM Ölçeği) geliştirilmiştir. Ölçek geliştirme sürecinde literatürde önerilen beş farklı ölçek geliştirme süreci adım adım izlenmiştir. İlk adımda ve ikinci adımda literatür taraması ve derinlemesine görüşmeler ile ifade havuzu oluşturulmuştur. Üçüncü adımda AFA analizleri, dördüncü adımda AFA ve DFA analizi ve beşinci adımda geçerlilik ve güvenirlik süreçleri incelenmiştir. Araştırma sonucunda sosyal medya kullanım motivasyonlarına yönelik içsel, dışsal ve çevresel boyutları kapsayan kapsamlı bir ölçek önerilmiştir. İçsel boyuta ait tavsiye verme, etkin olma, bilişsel onay, hedonik ve aidiyet, dışsal boyutta ün kazanma dikkat çekme, iş ortamı yakalama ve iş ortamı yaratma, çevresel boyutta sosyal destek, sorumluluk duygusu ve toplumsal yarar alt boyutları önerilmiştir. Bu araştırma sosyal medya kullanım motivasyonlarına yönelik önerilen kapsamlı bir ölçek ile ve ölçek kullanılarak yapılacak diğer araştırma sonuçlarından elde edilecek bilgilere yönelik literatüre ve uygulayıcılara katkı sağlamaktadır.

Anahtar Kelimeler

Sosyal medya kullanım motivasyonu ölçeği (SMKM Ölçeği), İçsel, Dışsal, Çevresel, Ölçek geliştirme

Examining Individuals’ Social Media Usage Motivations: A Scale Development Study

Öz

The study aims to develop a comprehensive scale to determine individuals' motivations for using social media. In this context, the Social Media Usage Motivation Scale (SMUM Scale) was developed to determine individuals' motivations for using social media. Five different scale development processes suggested in the literature were followed in the scale development process. A pool of statements was created with a literature review and in-depth interviews in the first and second steps. In the third step, EFA analyses, in the fourth step, EFA and CFA analyses, and in the fifth step, validity and reliability processes were examined. As a result of the research, a comprehensive scale covering internal, external and environmental dimensions for social media usage motivations was proposed. The following sub-dimensions were suggested for the intrinsic dimension; advice-giving, effectiveness, conscious approval, hedonic and belonging; for the extrinsic dimension; gaining fame attracting attention, catching business environment, creating business environment; and for the environmental dimension; social support, a sense of responsibility and benefit to society. This research contributes to the literature and practitioners with a comprehensive scale suggested for social media usage motivations and the information to be obtained from other research results using the scale.

Anahtar Kelimeler

Social media usage motivation scale (SMUM Scale), Intrinsic, Extrinsic, Environmental, Scale development

Kaynakça

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