Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (May 2021)
Instagram Kullanmaya Yönelik Tutumu Etkileyen Bilişsel, Duygusal Ve Davranışsal Faktörlerin İncelenmesi
Abstract
Instagram gerek sosyal hayattaki gerekse de ticaretteki rolü ile birçok araştırmacının ilgisini çekmektedir. Bu çalışmanın amacı günümüzün popüler sosyal medya uygulamalarından biri olan Instagram’ın devamlı kullanılmasını etkileyen faktörleri bilişsel, duygusal ve davranışsal bileşenlere göre sınıflandırıp incelemektir. Bu amaç doğrultusunda Atatürk Üniversitesi Açıköğretim Fakültesi Öğrenci Bilgi Sistemi üzerinden öğrencilere çevrimiçi cevaplayabilecekleri bir anket gönderilmiş ve toplam 900 anket verisine ulaşılmıştır. Çalışmanın kuramsal çerçevesinin ve araştırma modelinin oluşturulmasında, Kullanım ve Doyumlar Yaklaşımı, Bilgi Sistemleri Beklenti Onaylama Modeli, Üç Öğeli Kuram ve İletişim Gizlilik Yönetimi Modeli’nden yararlanılmıştır. Toplanan veriler ve geliştirilen yapısal model, SPSS 20 ve SmartPLS 3.0 paket programları kullanılarak Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Analiz sonucunda araştırma modelinde yer verilen belgeleme, sosyal etkileşim ve havalı görünme değişkenlerinin devam etme niyetini anlamlı ve pozitif yönde etkilediği belirlenirken, yaratıcılık ve gizlilik endişenin devam etme niyeti üzerinde anlamlı bir etkisi bulunamamıştır. Ayrıca diğer motivasyon unsurlarından farklı olarak havalı görünme, memnuniyeti etkilememektedir. EXTENDED SUMMARY Research Problem For both individuals and organizations, the potential benefits that can be obtained from information systems or products depend on continued use (Shaikh & Karjaluato, 2015). In other words, the continued usage decision or user retention is a key element associated with the benefit or value of an IT product or service (Deng, Turner, Gehling, & Prince, 2010). The purpose of this study is to explore the main reasons for the continuous use of Instagram. The proposed model introduces how people engage with Instagram from the cognitive–affective–conative stage perspective. Research Questions Why do people use Instagram? How is the conceptual scheme of user continuance within the three stages of attitude? Method The proposed research model is based on the Uses and Gratifications Theory, IS-Expectation-Confirmation Model, Three-Component Model, and Communication Privacy Management Theory. The research model of this study consists of seven constructs and all the indicators of constructs have been adapted from previous studies. A five-point Likert scale anchored from strongly disagree (1) to strongly agree (5) has been employed to measure each item corresponding to the constructs. The target population of this study is the actual users of Instagram in Turkey. The sample consists of 900 actual users of Instagram and structural equation modeling (SEM) has been employed to test the research model. The data have been gathered via an online survey and analyzed via the structural model developed using SPSS 20 and SmartPLS 3.0. Results and Conclusions This study offers a number of findings. Firstly, the findings of this study provide empirical evidence for Instragram user engagement, including their motivation (documentation, coolness, creativity, social interaction), privacy concerns, satisfaction, and continuance intention. The analysis confirm the proposed model within the three stages of attitude, namely cognitive, affective, and conative. Moreover, this study uncovers new relationships between theoretical and conceptual behavioral constructs for continuance intention, which have not identified in IS continuance literature. Documentation, coolness, and social interaction are the main reasons why people use Instagram, whereas privacy concerns and creativity don’t significantly influence people's motives for continuance use of Instagram. However, the empirical results show that privacy concerns and creativity has an effect on satisfaction. This also calls for more studies to examine the effects of privacy concerns and cognitive-affective motives on user satisfaction and continuance intention. The results of this study may provide valuable implications for both theory and practice. From a theoretical perspective, the main contribution of this study is to identify new factors as well as to develop an integrated model to investigate the continuous use of Instagram. Moreover, this study has tested the validity and reliability of Sheldon and Bryant's (2016) Instagram use motivation scale in a country with very different cultural and demographic characteristics from the country where it was first applied. The findings provide several practical implications. Most importantly, people use Instagram to look cool, record their moments, or social interaction. Therefore, marketing activities carried out in this environment should touch these three impulses of users.
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