Sosyal Medya Bağımlılığı ve Psikolojik Dayanıklılığın Çevrimiçi Satın Alma Kararlarına Etkileri

Yıl 2024, Cilt: 8 Sayı: 1, 220 - 229, 30.04.2024

Eda Dişli Bayraktar

https://doi.org/10.29216/ueip.1443241

Öz

Bu araştırmada, sosyal medya bağımlılığı ve psikolojik dayanıklılığın çevrimiçi satın alma kararları üzerindeki etkisinin pazarlama açısından değerlendirilmesi amaçlanmıştır. Demografik bir anket, Çevrimiçi Karar Verme Ölçeği, Sosyal Medya Bağımlılığı Ölçeği ve Psikolojik Dayanıklılık Ölçeğinden oluşan bir anket 384 üniversite öğrencisine uygulanmıştır. Araştırma sonuçlarına göre, psikolojik dayanıklılık çevrimiçi karar verme ölçeğinin markaya duyarlılık boyutu ile anlamlı bir negatif korelasyon sergilemiştir. Sosyal medya bağımlılığı toplam puanları kaliteye duyarlılık, markaya duyarlılık, yeniliğe duyarlılık, mobiliteye duyarlılık ve web arayüzüne duyarlılık ile pozitif korelasyon göstermiştir. Sosyal medya bağımlılığının çevrimiçi satın alma kararları üzerindeki etkisi istatistiksel olarak anlamlı ve pozitif iken, psikolojik dayanıklılığın etkisi istatistiksel olarak anlamsızdır. Bulgular, üniversite öğrencilerinin sosyal medya bağımlılığının online alışveriş davranışlarını olumlu yönde etkilediğini göstermektedir. Sosyal medya bağımlılık düzeyleri arttıkça, öğrenciler daha fazla çevrimiçi alışveriş yapma eğilimindedir.

Anahtar Kelimeler

Soysal medya bağımlılığı, Psikolojik dayanıklılık, Satın alma kararları

Effects of Social Media Addiction and Psychological Resilience On Online Purchasing Decisions

Öz

In this research, it was aimed to assess the influence of social media addiction and psychological resilience on online purchasing decisions from a marketing standpoint. A survey was administered to 384 university students, comprising a demographic questionnaire, the Online Decision-Making Scale (ODMS), the Social Media Addiction Scale (SMAS), and the Psychological Resilience Scale (PRS). Psychological resilience (PRS) exhibited a significant negative correlation with sensitivity to brand dimension of ODMS. SMAS total scores were positively correlated with sensitivity to quality, sensitivity to brand, sensitivity to innovation, sensitivity to mobility and sensitivity to web interface. The effect of social media addiction on online purchase decisions was statistically significant and positive, while the effect of psychological resilience was statistically insignificant. The findings indicate that university students' addiction to social media positively influences their online shopping behavior. As levels of social media addiction increase, students tend to engage in more online purchases.

Anahtar Kelimeler

Social Media Addiction, Psychological Resilience, Purchase Decision

Kaynakça

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