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Avrasya Ekonometri �statistik ve Ampirik Ekonomi DergisiYl:2017 Say: 7 Alan: Ekonometri

Pnar ALTIOK GREL, Hazal K. ALAY
NVERSTE RENCLERNN SOSYAL MEDYA KULLANIMININ SATIN ALMA DAVRANILARINA ETKS
 
Teknolojinin byk bir hzla ilerlemesiyle birlikte sosyal medya kullanm her geen gn bireyler arasnda hzla yaylan bir platform olmutur. Sosyal medya sayesinde tketicilerle iletmeler arasndaki iletiim genilemitir. letiim teknolojilerinin geliimi, sosyal medya kullanm alanlarnn ve tketicilerin sosyal medya kullanm orannn artmas, sosyal medyann tketicilerin satn alma karar srecindeki etkisini arttrmaya balamtr. zellikle genler arasnda byk ilgi gren sosyal medya, bireylerin satn alma davranlarn etkileyen kaynaklardan biri konumundadr. Bu almann amac, sosyal medya kullanmnn satn alma davranlar zerindeki etkisini incelemektir. Buradan hareketle, stanbulda bir vakf niversitesinde renim grmekte olan 364 renci ile yzyze anket yntemi kullanlm ve uygulanan regresyon analizi sonucunda, niversite rencilerinin sosyal medya kullanm ve satn alma davranlar arasnda pozitif ynl bir iliki olduu belirlenmitir. Ayrca, satn alma ncesi davranlarda sosyal medyann satn alma sonras davranlara gre daha etkin olduu ortaya konulmutur.

Anahtar Kelimeler: Sosyal Medya, Sosyal Medya Aralar, Satn Alma Davran, Satn Alma Karar Sreci, Regresyon Analizi, Faktr Analizi


IMPACT OF SOCIAL MEDIA USAGE IN UNIVERITY STUDENTS PURCHASE BEHAVIORS
 
With technology moving at a great pace, the use of social media has become a rapidly expanding platform among individuals every day. Social media has expanded communications between consumers and businesses.The development of communication technologies has increased the consumers' use of social media.Thus, the effect of the social media on consumers' purchasing decision process has also started to increase. Especially social media is attracting great interest among young people and social media is one of the sources that affect the buying behaviors of the individuals.The purpose of this study is to examine the impact of social media usage on purchasing behavior.From this point of view, a face-to-face survey method was used with 364 students studying at a foundation university in Istanbul and it was determined that there is a positive relationship between university students' use of social media and buying behaviors as a result of applied regression analysis.In addition, social media pre-purchase behaviors are more effective than post-purchase behaviors.

Keywords: Social Media, Social Media Tools, Purchase Behavior, Purchasing Decision Process, Regression Analysis, Factor Analysis


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