Sosyal medyanın Türkiye'deki e-ticaret satın alma davranışları üzerindeki etkisi

Öz

Sosyal medyanın e-ticarete artan katılımı nedeniyle, tüketici satın alma davranışında da dikkat çekici bir değişim yaşanmaktadır. Bu çalışmanın amacı, e-ticaret satın alma davranışını etkileyen faktörleri incelemek ve sosyal ticaret bağlamında demografik gruplar arasındaki farklılıkları karşılaştırmaktır. Araştırma, Türkiye'den 407 sosyal medya kullanıcısıyla çevrimiçi anket yöntemi kullanılarak gerçekleştirilmiştir. Veri analizi için tek yönlü varyans analizi, korelasyon analizi ve bağımsız örneklem t-testi kullanılmıştır. Çalışmaya göre, influencer etkisi, kampanya/indirimlerin etkinliği, kullanıcı tarafından oluşturulan yorumlara duyulan güven ve e-ticaret içeriğine maruz kalma, e-ticaret alışveriş davranışı ile anlamlı pozitif bir ilişki göstermiştir. Bununla birlikte, çalışma, satın alma davranışı ile sosyal medya reklamlarına duyulan güven arasında anlamlı bir ilişki bulamamıştır. Ayrıca, cinsiyetler ve kuşaklar arasında alışveriş davranışında anlamlı farklılıklar bulunmuştur. Çalışma, konuya pratik yaklaşımı ve tüketici çevrimiçi satın alma davranışını etkileyen faktörlerin analizi nedeniyle sosyal ticaret literatürüne katkıda bulunmaktadır. Araştırma, geleneksel sosyal medya güveninin tüketici satın alma davranışını değiştirmek için yeterli olmadığını göstermektedir; Dolayısıyla şirketlerin sosyal ağlarda ürün/hizmet tanıtımı için daha karmaşık stratejiler geliştirmeleri gerekiyor.

Anahtar Kelimeler

• Sosyal ticaret
• sosyal medya kullanımı
• influencer etkisi
• güven
• e-ticaret içeriğine maruz kalma
• e-ticaret satın alma davranışı

The impact of social media on e-commerce purchase behavior in Türkiye

Öz

Due to the increasing involvement of social media in e-commerce, there is also a remarkable change in the consumer purchasing behavior. The aim of this paper is to examine the influential factors of e-commerce purchase behavior and also compare differences among demographics in the context of social commerce. The research was performed using an online questionnaire survey with 407 social media users from Turkey. One-way analysis of variance, correlation analysis and independent samples t-test were used for data analysis. According to the study, influencer impact, effectiveness of campaigns/discounts, trust in user-generated reviews, and exposure to e-commerce content had a significant positive relationship with e-commerce shopping behavior. However, the study found no significant relationship between purchasing behavior and social media advertising trust. In addition, there were significant differences in shopping behavior among genders and generations. The study contributes to the social commerce literature because of its practical approach to the issue and analysis of factors affecting consumer online purchasing behavior. The research shows that the traditional social media trust is not enough to change consumer buying behavior; hence, companies need to create more complex strategies for promoting products/services in social networks.

Anahtar Kelimeler

• Social commerce
• Social media usage
• Influencer impact
• Trust
• Exposure to e-commerce content
• E-commerce purchase behavior

Kaynakça

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