The Role of Trust on Social Media Purchase Behavior: A Study on Young Consumers in the Context of the Technology Acceptance Model

Öz

In today's dynamic market conditions, it has become a critical competitive element for businesses to use social media platforms in their marketing activities in order to raise awareness about their products and services, improve their brand image, make their relations with existing customers sustainable, and reach new customer groups. Social media platforms, whose number of users is increasing day by day, have caused a great transformation not only in the daily lives of individuals but also in their businesses, especially in their marketing activities. The purpose of this research is to evaluate the impact of social media marketing activities on young consumers within the framework of the technology acceptance model. In the research, the perception of trust in the social media purchasing behaviors of young consumers was emphasized, and trust in social media was adapted to the Technology Acceptance Model as an external factor. In this context, a research model was established as a result of examining the relations between the related theoretical and applied research and the related variables, and the research was designed quantitatively based on the cause-and-effect relationship in order to test the hypotheses put forward in the conceptual framework. Survey data collected from young consumers in Turkey was analyzed with PLS-SEM. The findings of the research show that young consumers' perception of trust in social media shows that the perceived ease of use and perceived usefulness of social media use positively affect and are an important determinant of purchasing behavior. In addition, it is among the research findings that the social media purchasing behaviors of young consumers are positively affected by perceived ease of use and perceived usefulness, two important factors of the technology acceptance model

Anahtar Kelimeler

• Social Media
• Trust
• Technology Acceptance Model
• Young Consumers

Öz

Günümüz dinamik pazar şartlarında, işletmelerin ürün ve hizmetlerine yönelik farkındalık yaratmak, marka imajlarını geliştirmek, mevcut müşteriler ile ilişkilerini sürdürülebilir kılmak ve yeni müşteri kitlelerine ulaşabilmek amacıyla pazarlama faaliyetlerinde sosyal medya platformlarını kullanmaları kritik bir rekabet unsuru haline gelmiştir . Her geçen gün kullanıcı sayıları hızla artan sosyal medya platformları, sadece bireylerin günlük hayatlarında değil, işletmelerinde özellikle pazarlama faaliyetlerinde büyük bir dönüşüme neden olmuştur. Bu araştırmanın amacı, sosyal medya pazarlama faaliyetlerinin genç tüketiciler üzerindeki etkisini teknoloji kabul modeli çerçevesinde değerlendirmektir. Araştırmada genç tüketicilerin sosyal medya satın alma davranışlarında güven algısı üzerinde durulmuş ve sosyal medyaya duyulan güven dışsal bir faktör olarak Teknoloji Kabul Modeline uyarlanmıştır. Bu kapsamda ilgili teorik ve uygulamalı araştırmalar ile ilgili değişkenlerin arasındaki ilişkilerin incelenmesi sonucunda araştırma modeli kurularak, araştırma kavramsal çerçevede ileri sürülen hipotezlerin test edilmesi amacıyla neden sonuç ilişkisine dayalı olarak nicel şekilde tasarlanmıştır. Türkiye'deki genç tüketicilerden toplanan anket verileri PLS-SEM ile analiz edildi. Araştırmada elde edilen bulgular genç tüketicilerin sosyal medyaya duydukları güven algısının; sosyal medya kullanımına yönelik algılanan kullanım kolaylığını ve algılanan kullanışlılığını olumlu yönde etkilediğini ve satın alma davranışının da önemli bir belirleyicisi göstermektedir. Ayrıca genç tüketicilerin sosyal medya satın alma davranışlarının da, teknoloji kabul modelinin iki önemli faktörü olarak algılanan kullanım kolaylığı ve algılanan faydadan olumlu yönde etkilendiği araştırma bulguları arasında yer almaktadır

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