The effect of using social media on purchasing of sports products: a qualitative study on faculty of sport sciences academicians

Öz

Aim: The study was planned to examine the effect of social media use on sportive purchasing based on the Mean End Chain Theory.

Methods: Qualitative method was preferred from scientific research methods and phenomological technique was used. The research group consists of 13 faculty members working in the faculties of Sport Sciences. Participants were selected by simple random sampling method. Data obtained from the forms were analyzed by content analysis method. The data obtained from the study were described systematically, and then codes that determine the cause and effect relations were formed and classified under specific themes.

Results: It was understood that some of the answers of the participants were affected by the sporty products they encountered while following these accounts and that they wanted to buy the product immediately, while others were hesitant to buy these products. Some of the participants stated that they purchased the products, examined the comments in their social media accounts and decided to buy the sports product after reading the comparisons such as quality and price. 

Conclusion: The participants' social media accounts, in general, had an impact on their sporting purchasing processes. Online shopping as a convenient and easy method, they stated that they were cautious against social media comments. Participants emphasized that in the future, social media accounts will be more effective in the sporting purchasing process, but the advertisements and comments made from these accounts should be more realistic.

Anahtar Kelimeler

• social media
• sports purchasing
• academician
• Consumer Behavior

Sosyal medya kullanımının spor ürünü satın almaya etkisi: Spor Bilimleri Fakültesi akademisyenleri üzerine nitel bir çalışma

Öz

Amaç: Araştırma, sosyal medya kullanımının sportif ürün satın almaya etkisinin neden – sonuç zinciri teorisi ışığında incelenmesi amacıyla planlanmıştır.

Materyal ve Metot: Araştırmada nitel yöntem tercih edilmiş ve fenomolojik teknik kullanılmıştır. Formda, demografik bilgilerin dışında 9 adet soru bulunmaktadır. Araştırma grubu, Ankara’da bulunan farklı üniversitelerin Spor Bilimleri Fakültelerinde görev yapan toplam 13 öğretim elemanından oluşmaktadır. Katılımcılar amaçlı örnekleme yöntemlerinden homojen (benzeşik) örnekleme yöntemi ile seçilmiştir. Formlardan elde edilen veriler içerik analizi yöntemi ile analiz edilmiştir. Çalışmadan elde edilen veriler sistematik bir biçimde betimlenmiş, daha sonra neden – sonuç ilişkilerini belirleyen kodlar oluşturularak, belirli temalar altında sınıflandırılmıştır.

Bulgular: Katılımcıların sosyal medya hesaplarını takip ederken karşılaştıkları sportif ürünlerden etkilenerek, ürünü hemen satın alma isteğinde olduğu, bazılarının ise, bu ürünleri satın almada çekingen davrandıkları anlaşılmıştır. Katılımcıların bazıları, ürünleri satın alırken, sosyal medya hesaplarında yer alan yorumları incelediklerini ve kalite, fiyat gibi kıyaslamaları okuduktan sonra spor ürünü satın almaya karar verdiklerini belirtmişlerdir. Sosyal medya hesapları üzerinden yapılan yorumları çok fazla güvenilir bulmayan bazı katılımcılar ise, buna rağmen ilgili hesapları yine de takip etmeye devam ettiklerini belirtmişlerdir.

Sonuç: Katılımcılar genel olarak sosyal medya hesaplarının, sportif satın alma süreçlerine etkisi olduğu anlaşılmıştır. Katılımcılar, internet üzerinden yapılan alışverişi rahat ve kolay bir yöntem olarak nitelendirirken, sosyal medya yorumlarına karşı temkinli olduklarını belirtmişlerdir. Katılımcılar, gelecekte sosyal medya hesaplarının sportif satın alma sürecinde daha fazla etkili olacağını vurgulamışlar ancak bu hesaplardan yapılan reklam ve yorumların daha gerçekçi olması gerektiğini belirtmişlerdir.

Anahtar Kelimeler

• Sosyal medya
• Sportif satın alma
• Akademisyen
• Tüketici davranışı

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