Restoran Müşterilerinin Instagram’da Önem Verdikleri Faktörler ve Satın Alma Niyeti Üzerine Etkisi
Factors that Restaurant Customers Pay Attention to Instagram and Effect on Purchasing Intent

Summary/Abstract: Last 30 years in the world, developments in information technologies have changed life for both individuals and businesses. With the spread of the Internet, almost everything started to change from simple individual relations to international trade by the agency of internet. At this point, the concept of social media has emerged in order to meet people's desires, to meet new people, to make new friends and to express themselves. In this time, one of the most used social media tools in the world is Instagram. The aim of this study is about Instagram, which is a one of the most widely used social media tool all over the world and its aim that Instagram users’ attach importance to factors in restaurants and their effects on the purchase intent. The study was conducted with 375 people as field research. Questionnaire method was used in the study, and it was found that restaurant customers attach importance to Trust, Sharing, Location and Price factors in Instagram and these factors differ according to the demographic characteristics of the participants and the Sharing and Location factors affect the customers' purchasing intentions.

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