INVESTIGATION OF COGNITIVE, AFFECTIVE AND CONATIVE FACTORS AFFECTING THE ATTITUDE TO USE INSTAGRAM

Öz

Instagram attracts the attention of many researchers with its role in social life and trade. The aim of this study is to classify and examine the factors that affect the continuous use of Instagram, one of today's popular social media applications, based on cognitive, emotional and behavioral components. For this purpose, a questionnaire has been prepared to gather data from the students of Atatürk University Open Education Faculty and usable data have been obtained from 900 respondents. The proposed research model is based on the Uses and Gratifications Theory, IS-Expectation-Confirmation Model, Three-Component Model, and Communication Privacy Management Theory. The data have been analyzed via the structural model developed using SPSS 20 and SmartPLS 3.0. As a result of the analysis, it has been determined that the variables of documentation, social interaction and coolness have a significant and positive effect on the intention to continue, while creativity and privacy concerns have no significant effect on the intention to continue. Moreover, unlike other motivation elements, coolness does not affect satisfaction.

Anahtar Kelimeler

• Uses and Gratifications Theory
• IS-Expectation-Confirmation Model
• Tri-component Attitude Model
• Communication Privacy Management Theory
• Continuance Intention
• Instagram

INSTAGRAM KULLANMAYA YÖNELİK TUTUMU ETKİLEYEN BİLİŞSEL, DUYGUSAL VE DAVRANIŞSAL FAKTÖRLERİN İNCELENMESİ

Öz

Instagram gerek sosyal hayattaki gerekse de ticaretteki rolü ile birçok araştırmacının ilgisini çekmektedir. Bu çalışmanın amacı günümüzün popüler sosyal medya uygulamalarından biri olan Instagram’ın devamlı kullanılmasını etkileyen faktörleri bilişsel, duygusal ve davranışsal bileşenlere göre sınıflandırıp incelemektir. Bu amaç doğrultusunda Atatürk Üniversitesi Açıköğretim Fakültesi Öğrenci Bilgi Sistemi üzerinden öğrencilere çevrimiçi cevaplayabilecekleri bir anket gönderilmiş ve toplam 900 anket verisine ulaşılmıştır. Çalışmanın kuramsal çerçevesinin ve araştırma modelinin oluşturulmasında, Kullanım ve Doyumlar Yaklaşımı, Bilgi Sistemleri Beklenti Onaylama Modeli, Üç Öğeli Kuram ve İletişim Gizlilik Yönetimi Modeli’nden yararlanılmıştır. Toplanan veriler ve geliştirilen yapısal model, SPSS 20 ve SmartPLS 3.0 paket programları kullanılarak Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Analiz sonucunda araştırma modelinde yer verilen belgeleme, sosyal etkileşim ve havalı görünme değişkenlerinin devam etme niyetini anlamlı ve pozitif yönde etkilediği belirlenirken, yaratıcılık ve gizlilik endişenin devam etme niyeti üzerinde anlamlı bir etkisi bulunamamıştır. Ayrıca diğer motivasyon unsurlarından farklı olarak havalı görünme, memnuniyeti etkilememektedir.

Anahtar Kelimeler

• Kullanım ve Doyumlar Yaklaşımı
• Bilgi Sistemleri Beklenti Onay Modeli
• Üç Öğeli Kuram
• İletişim Gizlilik Yönetimi Modeli
• Devam Etme Niyeti
• Instagram

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