A Research on the Effect of the Perceptioned Social Media on Consumer Behavior and Purchase Intention

Abstract

The fact that the rate of internet usage in the world corresponds to 22% of the world's population between the ages of 0-12 reveals that children growing up with the Internet will be more effective in virtual channels in the coming years. In this case, the necessity of companies to be in virtual channels emerges once again. In this study, it was studied on which of the social media networks consumers use, their frequency of use and the effect of perceived social media on consumer behavior and purchase intention. The research method included literature review and personal information form, perceived social media scale, behavioral scale and purchasing scale to collect data. The questionnaire was applied to 300 people online, and the data were analyzed with SPSS 20.0 statistical package program and evaluated. As a result of the research; It is concluded that perceived social media has some effect on consumer behaviors and has an effect on purchase intention. In addition, there is a strong relationship between consumer behavior and purchase intention.