Araştırma Makalesi
BibTex RIS Kaynak Göster
Yıl 2023, Cilt: 6 Sayı: 2, 138 - 159, 15.09.2023
https://doi.org/10.58636/jtis.1349421

Öz

Günümüz dinamik pazar şartlarında, işletmelerin ürün ve hizmetlerine yönelik farkındalık yaratmak, marka imajlarını geliştirmek, mevcut müşteriler ile ilişkilerini sürdürülebilir kılmak ve yeni müşteri kitlelerine ulaşabilmek amacıyla pazarlama faaliyetlerinde sosyal medya platformlarını kullanmaları kritik bir rekabet unsuru haline gelmiştir . Her geçen gün kullanıcı sayıları hızla artan sosyal medya platformları, sadece bireylerin günlük hayatlarında değil, işletmelerinde özellikle pazarlama faaliyetlerinde büyük bir dönüşüme neden olmuştur. Bu araştırmanın amacı, sosyal medya pazarlama faaliyetlerinin genç tüketiciler üzerindeki etkisini teknoloji kabul modeli çerçevesinde değerlendirmektir. Araştırmada genç tüketicilerin sosyal medya satın alma davranışlarında güven algısı üzerinde durulmuş ve sosyal medyaya duyulan güven dışsal bir faktör olarak Teknoloji Kabul Modeline uyarlanmıştır. Bu kapsamda ilgili teorik ve uygulamalı araştırmalar ile ilgili değişkenlerin arasındaki ilişkilerin incelenmesi sonucunda araştırma modeli kurularak, araştırma kavramsal çerçevede ileri sürülen hipotezlerin test edilmesi amacıyla neden sonuç ilişkisine dayalı olarak nicel şekilde tasarlanmıştır. Türkiye'deki genç tüketicilerden toplanan anket verileri PLS-SEM ile analiz edildi. Araştırmada elde edilen bulgular genç tüketicilerin sosyal medyaya duydukları güven algısının; sosyal medya kullanımına yönelik algılanan kullanım kolaylığını ve algılanan kullanışlılığını olumlu yönde etkilediğini ve satın alma davranışının da önemli bir belirleyicisi göstermektedir. Ayrıca genç tüketicilerin sosyal medya satın alma davranışlarının da, teknoloji kabul modelinin iki önemli faktörü olarak algılanan kullanım kolaylığı ve algılanan faydadan olumlu yönde etkilendiği araştırma bulguları arasında yer almaktadır

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The Role of Trust on Social Media Purchase Behavior: A Study on Young Consumers in the Context of the Technology Acceptance Model

Yıl 2023, Cilt: 6 Sayı: 2, 138 - 159, 15.09.2023
https://doi.org/10.58636/jtis.1349421

Öz

In today's dynamic market conditions, it has become a critical competitive element for businesses to use social media platforms in their marketing activities in order to raise awareness about their products and services, improve their brand image, make their relations with existing customers sustainable, and reach new customer groups. Social media platforms, whose number of users is increasing day by day, have caused a great transformation not only in the daily lives of individuals but also in their businesses, especially in their marketing activities. The purpose of this research is to evaluate the impact of social media marketing activities on young consumers within the framework of the technology acceptance model. In the research, the perception of trust in the social media purchasing behaviors of young consumers was emphasized, and trust in social media was adapted to the Technology Acceptance Model as an external factor. In this context, a research model was established as a result of examining the relations between the related theoretical and applied research and the related variables, and the research was designed quantitatively based on the cause-and-effect relationship in order to test the hypotheses put forward in the conceptual framework. Survey data collected from young consumers in Turkey was analyzed with PLS-SEM. The findings of the research show that young consumers' perception of trust in social media shows that the perceived ease of use and perceived usefulness of social media use positively affect and are an important determinant of purchasing behavior. In addition, it is among the research findings that the social media purchasing behaviors of young consumers are positively affected by perceived ease of use and perceived usefulness, two important factors of the technology acceptance model

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  • Schnall, R., Higgins, T., Brown, W., Carballo-Dieguez, A. and Bakken, S. (2015). Trust, perceived risk, perceived ease of use and perceived usefulness as factors related to mHealth technology use. Studies in health technology and informatics, 216, 467.
  • Sekaran, U. (1983). Methodological and Theoretical İssues and Advancements in Cross-Cultural Research. Journal of international business studies, 14(2), 61-73.
  • Seo, E. J., and Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
  • Shankar, V., and Li, J. (2013). Leveraging social media in the pharmaceutical industry. Ding M., Eliashberg J., Stremersch S. (eds) Innovation and marketing in the pharmaceutical Industry. International Series in Quantitative Marketing, 20. Springer, New York, NY.
  • Smırnova, D. (2019). “B2B Content Marketing. Case: Arbonaut”,Karelia University Of Applied Science, Thesis.
  • Stokes, C. T. (2013). The influence of social media and other modes of communication before and after the Tuscaloosa tornado. The University of Alabama.
  • Susanto, T. D. and Aljoza, M. (2015). Individual acceptance of e-Government services in a developing country: Dimensions of perceived usefulness and perceived ease of use and the importance of trust and social influence. Procedia Computer Science, 72, 622-629.
  • Sütlüoğlu, T. (2015). Sosyal paylaşım ağlarında gençlerin sosyalleşme ve kimlik inşası süreçleri: Facebook örneği. Folklor/Edebiyat, 21(83), 125-147.
  • Tafesse, W., and Wien, A. (2017). A framework for categorizing social media posts. Cogent Business and Management, 4(1), 1284390.
  • Tankovska, H. (2021). Most popular social networks worldwide as of January 2021, ranked by number of active users. Statista. https://www. statista. com/statistics/272014/global-socialnetworks-rankedby-number-of-users/.(accessed Feb, 1, 2021.
  • Tarhini, A., Arachchilage, N. A. G., and Abbasi, M. S. (2015). A critical review of theories and models of technology adoption and acceptance in information system research. International Journal of Technology Diffusion (IJTD), 6(4), 58-77.
  • Tekeli, S., and Şahin, A. (2018). Tüketicilerin akıllı telefon uygulamalarını kullanma niyetini etkileyen faktörlerin kullanım tutumuna ve niyetine etkisi. Toros Üniversitesi İİSBF Sosyal Bilimler Dergisi, 5(8), 178-197.
  • Tuten, T. L., and Solomon, M. R. (2017). Social media marketing. Sage.
  • Uyar, A. (2019). Müşteri memnuniyeti ile müşteri sadakati arasındaki ilişkinin yapısal eşitlik modeli ile incelenmesi: otomobil kullanıcıları üzerine bir uygulama. Electronic Journal of Social Sciences, 18(69).
  • Vahdat, A., Alizadeh, A., Quach, S., and Hamelin, N. (2021). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal, 29(2), 187-197.
  • Veirman, M.D., Cauberghe, V. Ve Hudders, L. (2017). “Marketing Through Instagram İnfluencers: The İmpact Of Number Of Followers And Product Divergence On Brand Attitude”. Int J Advert 36, 798–828.
  • Ventre, I., Molla-Descals, A. and Frasquet, M. (2020).. Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram. Econ. Res. Istraz. 1–20. https://doi.org/10.1080/1331677X.2020.1799233.
  • Vuković, M., Pivac, S., and Kundid, D. (2019). Technology acceptance model for the internet banking acceptance in split. Business Systems Research: International journal of the Society for Advancing Innovation and Research in Economy, 10(2), 124-140.
  • Wang, Y. (2014). How do sports organizations use social media to build relationships? A content analysis of Nba Clubs’ Twitter use. Yüksek Lisans Tezi. Tuscaloosa, Alabama: Alabama Üniversitesi.
  • Wawrowski, B., and Otola, I. (2020). Social media marketing in creative industries: How to use social media marketing to promote computer games?. Information, 11(5), 242.
  • Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
  • Yang, Y., Khan, Z. and Zhang, Y. (2020). The influence of social media marketing on apparel brands’ customers’ satisfaction: The mediation of perceived value. Asian Academy of Management Journal, 25(2).
  • Yapraklı, Ş. and Gül, B. (2021). Tüketici Yenilikçiliği, Algılanan Risk ve Ürün İlgileniminin Online Satın Alma Davranışı Üzerindeki Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(5), 1507-1534.
  • Yegen, C. (2013). Demokratik ve yeni bir kamusal alan olarak sosyal medya. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 1(2), 119-135.
  • Yıldırım, Y. (2016). Tüketicinin satın alma karar sürecinde bilgi kaynakları ve güvenirlikleri: referans grubu olarak yakın çevrenin etkisinin incelenmesi. Akademik Yaklaşımlar Dergisi, 7(1), 214-231.
  • Yıldırım, Y. (2018). KOBİ’ler için sosyal medyada marka Yönetimi. Gümüş, N. (Ed.), İçinde KOBİ’ler için sosyal medya (ss.107-164), Ankara: Akademisyen Yayınevi.
  • Yılmaz, C., and Tümtürk, A. (2015). İnternet üzerinden alışveriş niyetini etkileyen faktörlerin genişletilmiş teknoloji kabul modeli kullanarak incelenmesi ve bir model önerisi. Yönetim ve Ekonomi, 22(2), 355-384.
  • Yılmaz, Ö. (2018). Tüketicilerin online alışveriş niyetlerinin Teknoloji Kabul Modeli bağlamında incelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(3), 331-346.
  • Zafar, A. U., Qiu, J., and Shahzad, M. (2020). Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce. Internet Research, 30(6), 1731-1762.
  • Zeren, D. (2014). Teknoloji Kabul Modeli. Yağcı İM ve Çabuk S. İstanbul: MediaCat Yay, 2014, 171-186.
  • Zhang, T., and Huang, X. (2022). Viral marketing: influencer marketing pivots in tourism - a case study of meme influencer instigated travel interest surge. Curr. Issue Tour. 25, 508–515. doi: 10.1080/13683500.2021.1910214.
Toplam 139 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Leslly Saurelle Tebonchoue Bu kişi benim 0009-0006-5850-3032

Müjde Aksoy 0000-0002-2995-0371

Yayımlanma Tarihi 15 Eylül 2023
Gönderilme Tarihi 24 Ağustos 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 6 Sayı: 2

Kaynak Göster

APA Tebonchoue, L. S., & Aksoy, M. (2023). The Role of Trust on Social Media Purchase Behavior: A Study on Young Consumers in the Context of the Technology Acceptance Model. Journal of Tourism Intelligence and Smartness, 6(2), 138-159. https://doi.org/10.58636/jtis.1349421