Konuşmacı: Arş. Gör. Melike Pınar
Konu: Determining Factors Affecting Consumer Purchasing Intention Through Social Networks: A Research on Instagram Users
Yer: Fuat Sezgin Salonu
Arş. Gör. Melike Pınar, Hacettepe Üniversitesi İşletme Bölümünde doktora öğrencisidir. Yüksek lisans derecesini 2018 yılında Gazi Üniversitesi'nden, lisans derecesini ise 2015 yılında Hacettepe Üniversitesi'nden almıştır. 2019'dan beri Ankara Sosyal Bilimler Üniversitesi İşletme Bölümünde araştırma görevlisi olarak çalışmaktadır.
Determining Factors Affecting Consumer Purchasing Intention Through Social Networks: A Research on Instagram Users This study aims to determine the factors that affect the purchasing intention of consumers who make purchases through Instagram. In this study, based on the literature, trust and perceived usefulness variables and social commerce construct variable were chosen in order to find out their effects on the purchase intention of consumers. The study was conducted using a questionnaire form with 400 women who shop through boutique sales pages and businesses on Instagram. Statistics analysis was examined with the 23.0 IBM program; factor analysis and multiple regression analysis was carried out. According to results, while trust and perceived usefulness have a positive significant effect on purchase intention via Instagram, the social commerce construct, which is another variable in the study, had no significant effect on purchase intention of consumers.