Social Media Usage Habits in Online Purchasing Behavior of Generation Z and FoMO: A Study on University Students

Fatmanur Binici Uygun; Ahmet Kalender

Makale detayları

Social Media Usage Habits in Online Purchasing Behavior of Generation Z and FoMO: A Study on University Students

Yazarlar:

Fatmanur Binici Uygun | Ahmet Kalender

Yayıncı:

Selcuk University

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.26 Issue 1, pp.95-110

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289022

pISSN:

2564-7458

Anahtar kelimeler:

Özet:

 Today, the development of information and communication technologies has also been reflected in the field of marketing. Online purchasing behavior has become widespread and has brought a different dimension to the perception of consumption. Generation Z, growing with technology, constitutes an important consumer segment of today and the future. This work; it aims to reveal the role of these elements on online purchasing behavior by focusing on the social media usage habits and FoMO emotions of the Z generation. In the study, the findings of the field research carried out on 594 people from the Z generation are included. As a result of the findings; There was a significant relationship between the use of social media by the Z generation and their online shopping. No relationship was found between the Z generations online shopping, shopping frequency, monthly shopping amounts and FoMO. The feeling of FoMO makes a significant difference in terms of connecting to social media, daily internet usage time, frequency of using social media, and daily social media usage time. For this reason, online purchasing behavior can be realized with the effective use of social media in creating the feeling of FoMO.

 Today, the development of information and communication technologies has also been reflected in the field of marketing. Online purchasing behavior has become widespread and has brought a different dimension to the perception of consumption. Generation Z, growing with technology, constitutes an important consumer segment of today and the future. This work; it aims to reveal the role of these elements on online purchasing behavior by focusing on the social media usage habits and FoMO emotions of the Z generation. In the study, the findings of the field research carried out on 594 people from the Z generation are included. As a result of the findings; There was a significant relationship between the use of social media by the Z generation and their online shopping. No relationship was found between the Z generations online shopping, shopping frequency, monthly shopping amounts and FoMO. The feeling of FoMO makes a significant difference in terms of connecting to social media, daily internet usage time, frequency of using social media, and daily social media usage time. For this reason, online purchasing behavior can be realized with the effective use of social media in creating the feeling of FoMO.

 Today, the development of information and communication technologies has also been reflected in the field of marketing. Online purchasing behavior has become widespread and has brought a different dimension to the perception of consumption. Generation Z, growing with technology, constitutes an important consumer segment of today and the future. This work; it aims to reveal the role of these elements on online purchasing behavior by focusing on the social media usage habits and FoMO emotions of the Z generation. In the study, the findings of the field research carried out on 594 people from the Z generation are included. As a result of the findings; There was a significant relationship between the use of social media by the Z generation and their online shopping. No relationship was found between the Z generations online shopping, shopping frequency, monthly shopping amounts and FoMO. The feeling of FoMO makes a significant difference in terms of connecting to social media, daily internet usage time, frequency of using social media, and daily social media usage time. For this reason, online purchasing behavior can be realized with the effective use of social media in creating the feeling of FoMO.

 Günümüzde bilgi ve iletişim teknolojilerinin gelişimi, pazarlama alanına da yansımıştır. Çevrimiçi satın alma davranışı yaygınlaşarak tüketim algısına farklı bir boyut kazandırmıştır. Teknoloji ile büyüyen Z kuşağı, bugünün ve geleceğin önemli bir tüketici kesimini oluşturmaktadır. Bu çalışma; Z kuşağının sosyal medya kullanım alışkanlıklarına ve FoMO duygularına odaklanarak bu unsurların çevrimiçi satın alma davranışı üzerindeki rolünü ortaya koymayı amaçlamaktadır. Çalışmada Z kuşağından oluşan 594 kişi üzerinde gerçekleştirilen alan araştırması bulgularına yer verilmiştir. Bulgular neticesinde; Z kuşağının günlük sosyal medya kullanım süresi ve amaçları ile internetten alışveriş yapmaları arasında anlamlı bir ilişki bulunmuştur. Ancak Z kuşağının internetten alışveriş yapması, alışveriş yapma sıklığı, aylık alışveriş tutarları ile FoMO arasında bir ilişki bulunamamıştır. FoMO duygusu, Z kuşağının internete her erişimde sosyal medyaya bağlanma, günlük internet kullanım süresi, sosyal medyayı kullanım sıklığı, günlük sosyal medya kullanım süresi ile anlamlı bir farklılık gözetmektedir. Bu nedenle sosyal medyanın FoMO duygusunun yaratılmasında etkili bir şekilde kullanımıyla çevrimiçi satın alma davranışı gerçekleştirilebilecektir.

Makale detayları

Social Media Usage Habits in Online Purchasing Behavior of Generation Z and FoMO: A Study on University Students

Yazarlar:

Fatmanur Binici Uygun | Ahmet Kalender

Yayıncı:

Selcuk University

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.26 Issue 1, pp.95-110

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289022

pISSN:

2564-7458

Generation Z

Online Purchasing

Social Media Usage Habits

FoMOZ Kuşağı

Çevrimiçi Satın Alma

Sosyal Medya Kullanım Alışkanlığı

FoMO

Sayı

Makale detayları

Yazarlar: Fatmanur Binici Uygun | Ahmet Kalender

Yayıncı: Selcuk University

Dergi: Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.26 Issue 1, pp.95-110

Belge Tipi: Makale

Yayın Tarihi: 4/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001289022

pISSN: 2564-7458

Sayı

Yazarlar:

Fatmanur Binici Uygun | Ahmet Kalender

Yayıncı:

Selcuk University

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi Vol.26 Issue 1, pp.95-110

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001289022

pISSN:

2564-7458