THE MEDIATOR ROLE OF TECHNOLOGY USE LEVEL IN THE EFFECT OF SOCIAL MEDIA ON ONLINE PURCHASE INTENTION

Abstract

In the literature, studies indicating that social media use and technology usage level positively affect online purchasing behaviour draw attention. Considering that social media use may affect the frequency and level of technology use, the mediating role of the level of technology use in the effect of social media use on online purchasing behaviour was investigated. For this purpose, analyses were conducted using Process Macro 4.2 (Model 4). The survey data applied online were evaluated, and the data of 409 participants were included in the analysis. As a result of the analyses, it was determined that social media use significantly affects online purchasing behaviour. It was also found that the level of technology usage significantly affected online purchasing behaviour. As a result of the mediation test, it was found that the level of technology use has a strong mediating effect on the effect of social media use on online purchasing behaviour.