A RESEARCH ON THE INVESTIGATION OF THE RELATIONSHIP BETWEEN SOCIAL SUPPORT, SOCIAL COMMERCE TRUST AND BEHAVIORAL INTENTION

Yıl 2021, Sayı: 42, 112 - 122, 08.01.2021

İlhami Tuncer

https://doi.org/10.30794/pausbed.696098

Öz

In this study, it was aimed to investigate the existence and direction of the relationship between social support, social
commerce trust and purchase intention. For this purpose, a hypothesis was developed by creating a conceptual framework
based on the literature. 293 samples were obtained with the survey method to examine the relationship between the
variables mentioned above. In the analysis of this data, structural equality model was applied with the method of
partial least squares. WarpPLS program was used while making this analysis. Firstly, measurement model analysis was
made and after providing the reference values, the structural model was tested. According to the findings; It is understood
that there is a positive and significant relationship between social support and social media trust and social commerce
consumers trust. On the other hand, a positive and meaningful relationship has emerged between the trust of social trade
consumers and future purchase intention and impulsive purchase intention. However, while there was a positive and
significant relationship between social media trust and future purchasing intent, no positive and significant relationship was
found between social media trust and impulsive purchase intent. According to these findings, various suggestions were made
in the conclusion part of the research.

Anahtar Kelimeler

Social support, Social commerce trust, Purchase intention

SOSYAL DESTEK, SOSYAL TİCARET GÜVENİ VE DAVRANIŞSAL NİYET ARASINDAKİ İLİŞKİNİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışmada sosyal destek, sosyal ticaret güveni ve satın alma niyeti arasındaki ilişkinin varlığı ve yönünün incelenmesi amaçlanmıştır. Bu amaç doğrultusunda literatür temelinde kavramsal çerçeve oluşturularak hipotezler geliştirilmiştir. Yukarıda ifade edilen değişkenler arasındaki ilişkiyi incelemeye yönelik anket yöntemiyle 193 adet örneklem elde edilmiştir. Bu verilerin analizinde en küçük kareler yöntemi ile yapısal eşitlik modeli uygulanmıştır. Bu analiz yapılırken WarpPLS programından yararlanılmıştır. İlk olarak ölçüm modeli analizi yapılmış ve referans değerler sağlandıktan sonra yapısal model test edilmiştir. Edinilen bulgulara göre; sosyal destek ile sosyal medya güveni ve sosyal ticaret tüketicileri güveni arasında pozitif ve anlamlı bir ilişki olduğu anlaşılmıştır. Diğer taraftan sosyal ticaret tüketicileri güveni ile gelecekte satın alma niyeti ve dürtüsel satın alma niyeti arasında da pozitif ve anlamlı bir ilişki ortaya çıkmıştır. Ancak, sosyal medya güveni ile gelecekte satın alma niyeti arasında pozitif ve anlamlı ilişki olduğu tespit edilirken, sosyal medya güveni ile dürtüsel satın alma niyeti arasında pozitif ve anlamlı bir ilişki bulunamamıştır. Bu bulgulara göre araştırmanın sonuç kısmında çeşitli önerilerde bulunulmuştur.

Anahtar Kelimeler

Sosyal Destek, Sosyal Ticaret Güveni, Satın Alma Niyeti

Kaynakça

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