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The Effects of Social Support, Trust and Social Presence on Social Commerce Intention: A Meta-Analysis

Yıl 2021, Sayı: 45, 440 - 453, 29.04.2021
https://doi.org/10.52642/susbed.929870

Öz

Teknolojinin gelişimiyle birlikte sosyal medya platformları yaygınlaşmaya başlamış ve tüketicilerin farklı amaçları için kullanımı uygun hale gelmiştir. bu amaçlardan biri de sosyal medya üzerinden alışveriş yapabilme imkanıdır. Dünya genelinde sosyal ticaretin hacmi önemli bir düzeye gelmiş ve gelişimi devam etmektedir. Dolayısıyla sosyal ticaret literatüründe tüketici davranışının araştırılmasına yönelik ilgi artmıştır. Literatürde sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti ilişkileri üzerine birçok çalışma yapılmıştır. Bu noktadan hareketle bu çalışmanın amacı, sosyal destek, sosyal varlık, güven ve sosyal ticaret niyeti değişkenleri arasındaki ilişkiyi tek bir model çerçevesinde inceleyen önceki çalışmaları meta-analiz yöntemi ile sentezlemektir. Bu bağlamda 36 çalışmanın bulguları meta-analiz yöntemi ile sentezlenmiştir. Bu sentezin bulgularına göre, bilgi desteği, duygusal destek, sosyal ticaret sitesine güven, sosyal ticaret sitesinde satıcıya güven ve sosyal varlık değişkenlerinin sosyal ticaret niyetini önemli ölçüde etkilediği belirlenmiştir. Bu bulgular, gelecekte bu konuda çalışmalar yapacak araştırmacılara, literatürün kapsamını analiz etme ve çalışmalarını şekillendirme açısından önemli katkılar sağlayabilir. Ayrıca sektördeki pazarlama yöneticileri, pazarlama stratejilerinin belirlenmesinde bu meta-analiz bulgularından yararlanabilirler.

Kaynakça

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Toplam 95 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derlemeler
Yazarlar

İlhami Tuncer Bu kişi benim 0000-0002-6883-4461

Yayımlanma Tarihi 29 Nisan 2021
Gönderilme Tarihi 31 Ekim 2020
Yayımlandığı Sayı Yıl 2021 Sayı: 45

Kaynak Göster

APA Tuncer, İ. (2021). The Effects of Social Support, Trust and Social Presence on Social Commerce Intention: A Meta-Analysis. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(45), 440-453. https://doi.org/10.52642/susbed.929870


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