INSTAGRAM KULLANICILARININ TATMİN ELDE ETMESİNİ SAĞLAYAN NEDENLER İLE TATMİN SONRASI OLUŞABİLECEK DAVRANIŞSAL NİYETLERİN Z KUŞAĞI ÖRNEKLEMİNDE İNCELENMESİ

Yıl 2024, Cilt: 9 Sayı: 1, 76 - 103, 27.06.2024

Özlem Özdemir Süzer

https://doi.org/10.54452/jrb.1363303

Öz

Z kuşağı bireyler arasında kullanımı yaygın olan sosyal medya platformlarının başında gelen Instagram uygulaması, aynı zamanda işletmelerinde kendi markalarını ve ürünlerini tanıtmaları için bir pazarlama platformudur. Bu araştırmanın amacı Z kuşağı Instagram kullanıcılarının eğlence, fayda ve sosyalleşmenin kullanıcı tatminleri üzerinde bir etkiye sahip olup olmadığını araştırmaktır. Ayrıca tatminin ardından oluşabilecek takip etme niyeti, tavsiye etme niyeti ve etkileşime girme niyetinin satın alma niyetiyle sonuçlanan, onaylanan marka tutumunu olumlu yönde etkileyip etkilemediğini tespit etmek amaçlanmaktadır. Araştırma evrenini Kayseri ilinde yaşayan, Z kuşağı Instagram kullanıcıları oluşturmaktadır. Veriler yüz yüze anket formu ile toplanmıştır. Araştırma modelinin test edilmesinde PLS-SEM analizi kullanılmıştır. Araştırma sonucunda sosyalleşme, fayda ve eğlencenin kullanıcı tatmini üzerinde olumlu bir etkisi olduğu; takip etme niyeti, etkileşime girme niyeti ve tavsiye etme niyetinin kullanıcı tatmininden olumlu yönde etkilenirken, onaylanan marka tutumunun yalnızca etkileşime girme niyeti ve tavsiye etme niyetinden olumlu yönde etkilendiği sonucuna ulaşılmıştır. Aynı zamanda onaylanan marka tutumunun satın alma niyeti üzerinde güçlü ve olumlu bir etkiye sahip olduğu tespit edilmiştir. Sonuç olarak, Instagram kullanımının hangi yönlerinin kullanıcı tatmini sağladığı ve bunun nasıl satın alma niyetine dönüşebileceğine dair sunulan bu bilgilerin hem teorik açıdan hem de yönetimsel açıdan önemli katkılar sunacağı düşünülmektedir.

Anahtar Kelimeler

Instagram, kullanıcı tatmini, kullanımlar ve doyumlar teorisi, satın alma niyeti, z kuşağı

EXAMINING THE REASONS THAT ENABLE INSTAGRAM USERS TO ACHIEVE SATISFACTION AND BEHAVIOURAL INTENTIONS THAT MAY OCCUR AFTER SATISFACTION IN THE SAMPLE OF GENERATION Z

Öz

The Instagram application, which is one of the most common social media platforms among Generation Z individuals, is also a marketing platform for businesses to promote their own brands and products. The purpose of this research is to investigate whether entertainment, utility, and socialization have an effect on user satisfaction of Generationn Z Instagram users. In addition, it is aimed to determine whether the intention to follow, the intention to recommend and the intention to interact, which may occur after satisfaction, positively affect the endorsed brand attitude that results in the purchase intention. The population of the research consists of Generation Z Instagram users living in Kayseri. Data were collected with a face-to-face survey form. PLS-SEM analysis was used to test the research model. As a result of the research, it was found that socialization, utility and entertainment had a positive effect on user satisfaction; it has been concluded that while the intention to follow, the intention to interact and the intention to recommend are positively affected by user satisfaction, the endorsed brand attitude is positively affected by the intention to interact and the intention to recommend. At the same time, it has been found that endorsed brand attitude has a strong and positive effect on purchase intention. As a result, it is thought that this information about which aspects of Instagram usage provide user satisfaction and how this can turn into purchase intention will make important contributions both theoretically and administratively.

Anahtar Kelimeler

Instagram, user satisfaction, uses and gratifications theory, purchase intention, generation z

Kaynakça

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