SOSYAL MEDYA KULLANIMI, SOSYAL MEDYA KARŞILAŞTIRMA VE SOSYAL MEDYA TAKİBİ MATERYALİZM İLE İLİŞKİLİ MİDİR? S-O-R TEORİSİ ÇERÇEVESİNDEN BİR KEŞİF

Yıl 2023, Sayı: 11, 127 - 168, 29.10.2023

Hasan Gedik

https://doi.org/10.54557/karataysad.1363908

Öz

Günümüzde sosyal medyanın, birçok alanda olduğu gibi tüketim alanında da giderek daha fazla kullanılması; sorunlu sosyal medya kullanımlarının, tüketicilerin materyalist ve kompulsif satın alma davranışlarına etki etmektedir. Bu çalışma, tüketicilerin sosyal medya kullanımı, sosyal medya takibi ve sosyal medya karşılaştırmasının, materyalizmle ilişkilerini, kompulsif satın alma üzerindeki etkilerini, materyalizmin aracılık rolünü incelemeyi amaçlamaktadır. Bu çalışma ile tüketicilerin sosyal medya, materyalizm ve kompulsif satın alma davranışları üzerinde etkili olan değişkenler ve ilişkiler incelenmiştir. Uyaran-organizma-tepki (S-OR) teorisinden yararlanarak, sorunlu sosyal medya kullanımlarının kompulsif satın almayı etkilediği mekanizmayı, tüketicilerin materyalizm tutumlarının aracılık etkileriyle birlikte açıklıyoruz. Araştırma evreni, sosyal medyayı kullanan ve bu platformlarda alışveriş yapmış olan müşterilerden oluşmaktadır. Birincil veriler nicel araştırma yöntemi kapsamında, kartopu örnekleme yöntemiyle yapılmıştır. Bu amaçla internet ortamında Türkiye genelinden daha önce sosyal medya kullanan ve sosyal medyadan satın alma işlemi yapmış olan 219 katılımcıdan, e-anket aracıyla ampirik veriler toplanmıştır. Elde edilen veriler, kısmi en küçük kareler yapısal eşitlik modelleme analizi (PLS-SEM) yöntemi kullanılarak analiz edilmiştir. Bu analizin bulgularına göre, sosyal medya kullanımı, sosyal medya takibi ve sosyal medya karşılaştırmalarının materyalist değerlerin ve kompulsif satın almanın geliştirilmesinde önemli bir rol oynadığını göstermektedir. Aynı zamanda materyalizmin, sosyal medyanın sorunlu kullanımları; sosyal medya kullanımı, sosyal medya takibi ve sosyal medya karşılaştırmalarının, kompulsif satın alma arasındaki ilişkide materyalizmin aracılık rolü görülmektedir. Bu çalışma, sosyal medyanın sorunlu kullanımlarının, materyalizminle ilişkilerini ve kompulsif satın almaya etkilerini incelemekte ve nicel veriler sunarak mevcut literatüre önemli katkı sağlamaktadır. Sosyal medyada takip, materyalizm ve kompulsif satın alma arasındaki ilişkiler, ilk kez bu çalışmada test edildi. Bu çalışma, uyaran-organizma-tepki (SOR) modeline dayanarak sosyal medyanın sorunlu kullanımlarının, kompulsif satın almaya etkisini inceleyerek teoriye ve alana katkıda bulunmaktadır.

Anahtar Kelimeler

Sosyal Medya Takip, Sosyal Medya Karşılaştırma, Sosyal Medya Kullanımı, Materyalizm, Kompulsif Satın Alma

Are Social Media Use, Social Media Comparison, and Social Media Stalking Related to Materialism? A Discovery from the Framework of S-O-R Theory

Öz

Nowadays, social media is increasingly used in the field of consumption as in many areas, and problematic social media use affects consumers' materialistic and compulsive purchasing behaviours. This study aims to examine the relationships between consumers' social media use, social media monitoring, and social media comparison with materialism, its effects on compulsive buying, and the mediating role of materialism. In this study, the variables and relationships affecting consumers' social media, materialism, and compulsive purchasing behaviors were examined. Drawing on stimulus-organism-response (S-OR) theory, we explain the mechanism by which problematic social media uses influence compulsive buying, together with the mediating effects of consumers' materialism attitudes. The research population consists of customers who use social media and have shopped on these platforms. Primary data was collected by snowball sampling method within the scope of the quantitative research method. For this purpose, empirical data was collected via an e-survey tool from 219 participants from across Turkey who had previously used social media and made purchases on social media. The data obtained were analyzed using the partial least squares structural equation modeling analysis (PLS-SEM) method. The findings of this analysis indicate that social media use, social media monitoring, and social media comparisons play an important role in the development of materialistic values and compulsive buying. At the same time, the mediating role of materialism in the relationship between materialism, problematic uses of social media, social media use, social media monitoring and social media comparisons and compulsive buying is observed. This study makes a significant contribution to the existing literature by examining the problematic uses of social media, their relationship with materialism, and their effects on compulsive buying and by providing quantitative data. The relationships between social media monitoring, materialism, and compulsive buying were tested for the first time in this study. This research contributes to theory and the field by examining the impact of problematic uses of social media on compulsive buying based on the stimulus-organism-response (SOR) model.

Anahtar Kelimeler

Social Media Monitoring, Social Media Comparison, Social Media Use, Materialism, Compulsive Buying, S-O-R Theory

Kaynakça

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