Tüketicilerin Sosyal Medya Reklamlarına Yönelik Tutumlarının Online Satın Alma Davranışı Üzerindeki Etkisinde Dijital Okuryazarlığın Rolü.

Öz

Günümüzde, bireyin ve toplumun iletişiminin ve etkileşiminin sosyal medya ağları üzerinden belirlendiği sosyal medya gerçekliği yaşanmaktadır. Kişinin kendisine ve toplumlara ilişkin bilgiler bu tür ağlar aracılığıyla oluşturulmakta, düzenlenmekte ve dağıtılmaktadır. Bilgiyi arama ve sağlama süreci, bilginin anlamının ve amacının iletişimi tanımladığı ağlarda gerçekleşmektedir. Bu bağlamda çalışmanın temel amacı, günümüz dünyasında ve yaşam pratiklerinin her aşamasında önemli bir yer kaplayan sosyal medya araçları aracılığıyla yapılan reklamların bireylerin online satın alma davranışına etkisinde dijital okuryazarlığın aracı rolünü araştırmaktır. Çalışmada nicel araştırma yöntemlerinden anket yöntemi uygulanmıştır. Anket çalışması sonucunda elde edilen veriler, SPPS 20 ve Yapısal Eşitlik Modellemesi AMOS 21 istatistik analiz programı kullanılarak değerlendirilmiştir. Çalışma toplamda dört bölümden oluşmaktadır. Birinci bölümde, sosyal medya reklamlarına yönelik tutum kavramına ilişkin teorik bilgiler verilerek sosyal medyanın tarihçesi, avantaj ve dezavantajları, dijitalleşen reklama ilişkin bilgiler ile reklamlara yönelik tutuma ilişkin açıklamalar yapılmıştır. İkinci bölümde, dijital okuryazarlık, dijital okuryazarlığın faydaları, zararları, bileşenleri, boyutları ve dijital yerli ve göçmen hakkında açıklamalar yapılmıştır. Üçüncü bölümde, online satın alma davranışı kavramı, online tüketici davranışlarını açıklayan kuramlar, süreci ve online satın almanın avantaj ve dezavantajları hakkında açıklamalara yer verilmiştir. Dördüncü bölümde, verilerin analizleri yapılarak, ulaşılan sonuçları yorumlanmıştır. Araştırma sonucunda sosyal medya reklamlarına yönelik tutumların online satın alma niyeti üzerinde dijital okuryazarlığın rolü olduğunu göstermiştir.

Anahtar Kelimeler

• Sosyal Medya Reklamları
• Dijital Okuryazarlık
• Online Satın Alma

The Role of Digital Literacy in The Impact of Consumers' Attitudes Towards Social Media Advertisements on Online Purchasing Behavior.

Öz

Today, we live in a social media reality where individual and societal communication and interaction are determined by social media networks. Information about individuals and societies is created, organized, and distributed through such networks. The process of seeking and providing information occurs within networks where the meaning and purpose of information define communication. In this context, the main purpose of this study is to investigate the mediating role of digital literacy in the effect of advertisements made through social media tools, which occupy an important place in today's world and at every stage of life practices, on individuals' online purchasing behavior. Survey method, one of the quantitative research methods, was applied in the study. The data obtained as a result of the survey were evaluated using SPPS 20 and Structural Equation Modeling AMOS 21 statistical analysis program. The study consists of four sections in total. In the first section, theoretical information on the concept of attitude towards social media advertisements is given, and explanations are made about the history of social media, advantages and disadvantages, information about digitalized advertising and attitude towards advertisements. In the second section, explanations about digital literacy, benefits, harms, components, dimensions of digital literacy and digital native and immigrant are given. In the third section, the concept of online purchasing behavior, theories explaining online consumer behavior, the process and the advantages and disadvantages of online purchasing are explained. In the fourth section, the data were analyzed and the results were interpreted. The results of the research show that digital literacy plays a role in the attitudes towards social media advertisements and online purchase intention.

Anahtar Kelimeler

• Social Media Ads
• Digital Literacy
• Online Purchasing

Kaynakça

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