SOSYAL MEDYA KULLANIMINI ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Öz

Sosyal medya günümüzde bireylerin yaşamının adeta bir parçası haline gelmiştir. Bilhassa akıllı telefon ve tabletlerin çok yaygın bir şekilde kullanımıyla birlikte sosyal medya kullanıcıları kayda değer bir şekilde artmıştır. Sosyal medya kullanıcılarının sayısı artmakla birlikte kullanıcılar farklı motivasyonlar ile bu ağlarda zaman geçirmektedir. Bazı kullanıcılar sosyalleşme için bu ağları kullanırken, diğer kullanıcılar ise eğlence, bilgi arama, statü kazanma gibi motivasyonlarla sosyal medyayı kullanmaktadır. Bu bağlamda bu çalışmada sosyal medya kullanımını etkileyen faktörlerin sosyal medyayı kullanma niyeti üzerindeki etkileri ile eğitim düzeyi, yaş ve gelir düzeylerinin moderatör rolü araştırılmıştır. Araştırma kapsamında 16 yaş ve üzeri 465 bireyden anket yöntemiyle veriler toplanmış ve hiyerarşik regresyon analizi kullanılarak veriler analiz edilmiştir. Analiz bulguları sosyal medya ilgisi, hedonik fayda, statü beklentisi ile bilgi aramanın bireylerin sosyal medyayı kullanma niyetini olumlu etkilediğini göstermektedir. Eğitim düzeyi; bilgi arama ile sosyal medyayı kullanma niyeti arasında, yaş ise sosyal medya ilgisi ile sosyal medyayı kullanma niyeti arasında ılımlaştırıcı role sahiptir. Bu çalışma, demografik olarak farklılık gösteren bireylerin sosyal medya kullanım nedenlerinin açıklanmasına önemli katkılarda bulunacaktır.

Anahtar Kelimeler

• Sosyalleşme,
• Sosyal medya
• Bilgi arama
• Sosyal medya ilgisi
• Statü beklentisi

Öz

Social media has become a part of the lives of individuals today. Social media users have increased significantly, especially with the widespread use of smart phones and tablets. Although the number of social media users is increasing, users spend time in these networks with different motivations. Some users use these networks to socialize, while others use social media for motivations such as entertainment, information seeking, gaining a status. In this context, the effects of the factors affecting social media use on the individuals' social media usage intentions and the moderating roles of educational level, age and level of income were examined in this study. Within the scope of the study, data were collected from 465 individuals aged 16 years and over using a questionnaire method and the data were analyzed using hierarchical regression analysis. Findings of analysis show that social media relevance, hedonic benefits, status seeking and information seeking positively affect individuals' social media usage intentions. Educational level has been found to have a moderating role between information seeking and social media usage intentions while age has been found to have a moderating role between social media relevance and social media usage intentions. This study will contribute to the explanation of the reasons for the use of social media by individuals with demographic differences.

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