Examining social commerce intentions through the uses and gratifications theory

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dc.authorid0000-0002-5652-8694
dc.contributor.authorAydın, Gökhan
dc.date.accessioned2022-09-26T07:27:16Z
dc.date.available2022-09-26T07:27:16Z
dc.date.issued2021
dc.departmentİstanbul Medipol Üniversitesi, Sağlık Bilimleri Fakültesi, Sağlık Yönetimi Bölümü
dc.description.abstractChanges in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce literature, relevant uses and gratifications for social commerce (s-commerce) were chosen as information access, escape, entertainment, passing time, cool and new trends, and socialization. The proposed model was analyzed and tested via OLS regression and ANOVA analysis using the data collected from a survey study on 361 subjects in Turkey. Information access, relaxing entertainment, and socialization motives emerged as significant antecedents of s-commerce intentions. No significant effect of demographics on social commerce intentions were observed in the analysis.
dc.identifier.citationAydın, G. (2021). Examining social commerce intentions through the uses and gratifications theory. Research Anthology on Strategies for Using Social Media as a Service and Tool in Business içinde (1203-1232. ss.). IGI Global. https://dx.doi.org/10.4018/978-1-7998-9020-1.ch060
dc.identifier.doi10.4018/978-1-7998-9020-1.ch060
dc.identifier.endpage1232
dc.identifier.isbn9781799890218
dc.identifier.isbn9781799890201
dc.identifier.scopus2-s2.0-85137504194
dc.identifier.scopusqualityN/A
dc.identifier.startpage1203
dc.identifier.urihttps://dx.doi.org/10.4018/978-1-7998-9020-1.ch060
dc.identifier.urihttps://hdl.handle.net/20.500.12511/9752
dc.indekslendigikaynakScopus
dc.institutionauthorAydın, Gökhan
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofResearch Anthology on Strategies for Using Social Media as a Service and Tool in Businessen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectSocial Commerce
dc.subjectImproving Health
dc.subjectSocial Media
dc.titleExamining social commerce intentions through the uses and gratifications theory
dc.typeBook Chapter

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