Nomofobik Eğilimler ve Sosyal Medya Kullanım Yoğunluğunun Kompulsif Çevrimiçi Satın Alma Davranışı İle Olan İlişkisinin Belirlenmesi: Bir Uygulama
Determining The Relationship between Nomophobic Tendencies and Social Media use Intensity with Compulsive Online Buying Behavior: An Application

Summary/Abstract: Purpose - The level of use of online channels is increasing for consumers to reach services such as communication, entertainment, shopping and participation in social networks. No mobile phone phobia and fear of being deprived of the Internet is also associated with compulsive online purchasing behavior and social media usage intensity. The main purpose of this study is to determine the relationship between nomophobic tendencies and social media usage intensities of internet and social media users with compulsive online purchasing behaviors. Design/methodology/approach - In this direction, in this study a model was developed in order to examine the relationships that can be found between the nomophobic tendencies, social media usage intensity and compulsive online purchasing behaviors of internet and social media users, to examine the effects of social media usage intensity on compulsive online buying behavior and nomophobia, and to examine the effects of compulsive online buying behavior on nomophobia. The universe of the study consists of individuals who are internet and social media users living in Akşehir district of Konya province. Participants included in this scope were surveyed face-to-face and online between 07.07.21 and 07.09.21. Regarding the scales in the questionnaire, the first part of the questionnaire includes nomophobia, the second part of the questionnaire includes the intensity of social media use, and the third part of the questionnaire contains items about compulsive online buying. The data obtained from 386 of the questionnaires that could beevaluated were tested through the SPSS (Statistical Package for the Social Sciences) 23 package program. Within the scope of the analysis, factor analysis, reliability analysis and validity analysis, as well as correlation analysis and regression analysis were used. Findings - According to the results of the research, the intensity of social media use has positive effects on nomophobia and compulsive online purchasing behavior also compulsive online buying behavior has positive effects on nomophobia. And it was concluded that there is a positive and significant relationship between nomophobia and the intensity of social media use and compulsive online purchasing behavior; and it was concluded that there is a positive and significant relationship between the intensity of social media use and compulsive online purchasing behavior. Discussion - Considering the relationships between increasing nomophobic tendencies, increasing time spent on social media and compulsive online buying behavior, which can also be shaped by social status and happiness expectations it is possible for the promotional messages that businesses can send through online channels to reach large audiences. This situation is important in terms of ideas that it can offer to businesses about campaigns to be carried out in online channels.

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