TÜKETİCİ SATIN ALMA DAVRANIŞLARI ÜZERİNDE İNTERNET VE SOSYAL MEDYANIN YERİ VE ÖNEMİ

Bu arastirmada, sosyal medya kullanicilarinin satin alma konusunda nasil bir davranis sergilediklerini belirlemek amaclanmistir. Bu cercevede gunumuzde yaygin olarak kullanilan sosyal aglarin kullanicilarinin urunleri tercih etmelerin de etkili olan faktorler belirlenmeye calisilmistir. Arastirma, Sosyal medyanin tuketici davranisina olan etkisini belirlemek amaciyla hazirlanmis olan anketler, 15-30 Nisan 2016 tarihlerinde Kocaeli genelinde, 18 yas ve uzeri 238 denekle rast gele yontemle, alisveris merkezleri ve sehir merkezlerinde tuketicilerle yuz yuze gorusulerek yapilmistir. Elde edilen veriler SPSS 16.00 paket programi yardimiyla analiz edilmistir. Arastirmada, orneklem gurubunun yas ortalamasi 27.3 oldugu, her egitim seviyesinden deneklerin internet ve sosyal medya kullandigi gorulmustur. Ancak internet kullanim oranlari egitim duzeyine paralel olarak artmaktadir. Orneklem grubunun %100’u internet ve en az bir sosyal ag kullanicisidir. Internette kalma suresi ortalama 4.8 saat olarak bulunmustur.  Tuketicilerin urunler ile ilk tanistigi yer ve bilgi kaynaklarinin internet, sosyal medya, gorsel basin ve arkadaslari oldugu ortaya cikmistir. Dolayisiyla satin alma surecinde tuketicilerin sosyal medya araclarindan etkilendikleri ortaya cikmistir . Abstract In this study, it is aimed to determine how the social media users behave about purchasing. In this frame, the factors effective on the preferring products by the users of widely used social networks. The research was carried out with the surveys prepared to determine the effect of social media consumer behavior and face to face interviews with 238 subjects chosen by randomly and aged 18 or over in the city center and shopping malls throughout Kocaeli between April 15th and 30th, 2016. The obtained data were analyzed using SPSS software package 16.00. In the study, the average age of the sample group was 27.3, it was seen that the subjects from each level of education use the internet and social media. However, the internet and social media usage rates increase in parallel with the level of education.  All of the sample groups are both internet and at least one of the social network users. It was found that the mean internet residence time is 4.8 hours.  It was revealed that the first place where the consumers come across with the products and the information source about the products were internet, social media, visual media and the friends of consumers. Therefore, it can be said that the consumers are impressed from the social media instruments during the process of purchase .