Anahtar Kelimeler
Nasıl Atıf Yapılır
Öz
Bu çalışmada, oldukça yaygın kullanılan sosyal medya aracı ve önemli bir e-WOM kaynağı olarak Instagramın satın alma davranışı üzerindeki etkinliği ölçülmektedir. Sussman ve Siegal (2003) tarafından geliştirilen Bilgiyi Benimseme Modeli ile algılanan risk ve bilgiye karşı tutum faktörlerinin birlikte ele alındığında instagramda bir ürün hakkında yapılan yorumların üniversite öğrencilerinin satın alma deneyimlerine etkisini belirlemek amaçlanmaktadır. Bu amaçla Yozgat Bozok Üniversitesi Sosyal ve Teknik Bilimler Meslek Yüksek Okulunda öğrenim gören 290 öğrenci ile yüzyüze anket çalışması yapılmıştır. Veriler IBM Spss 23.0 ile analiz edilmiştir. Sonuçlara göre üniversite öğrencileri için instagramda takip ettikleri kişiler tarafından yapılan yorumların benimsenmesi, yorumlarda bahsedilen ürünü satın alma niyetine pozitif yönde etki etmektedir. Risk algısı arttıkça benimseme düzeyi düşmektedir. Bilginin kullanışlığı ve bilgiye karşı tutum benimseme düzeyini pozitif yönde etkilemektedir.
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