SOSYAL DESTEK, SOSYAL TİCARET GÜVENİ VE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİNİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Abstract

In this study, it was aimed to investigate the existence and direction of the relationship between social support, socialcommerce trust and purchase intention. For this purpose, a hypothesis was developed by creating a conceptual frameworkbased on the literature. 293 samples were obtained with the survey method to examine the relationship between thevariables mentioned above. In the analysis of this data, structural equality model was applied with the method ofpartial least squares. WarpPLS program was used while making this analysis. Firstly, measurement model analysis wasmade and after providing the reference values, the structural model was tested. According to the findings; It is understoodthat there is a positive and significant relationship between social support and social media trust and social commerceconsumers trust. On the other hand, a positive and meaningful relationship has emerged between the trust of social tradeconsumers and future purchase intention and impulsive purchase intention. However, while there was a positive andsignificant relationship between social media trust and future purchasing intent, no positive and significant relationship wasfound between social media trust and impulsive purchase intent. According to these findings, various suggestions were madein the conclusion part of the research.