THE EFFECT OF INSTAGRAM ON PURCHASE BEHAVIOR OF UNIVERSITY STUDENTS IN THE FRAMEWORK OF INFORMATION ADOPTION MODEL, ATTITUDE TOWARDS INFORMATION AND PERCEIVED RISK: THE CASE OF YOZGAT BOZOK UNIVERSITY VOCATIONAL SCHOOL

Abstract

In this study, the effectiveness of Instagram, as a widely used social media tool and as an important e-WOM resource, on buying behavior is measured. The aim is to determine the effects of the comments about a product in instagram on the purchasing experiences of the university students when they are considered together perceived risk, atttitude towards information with the Information Acceptance Model developed by Sussman and Siegal (2003). For this purpose, 290 students studying in Yozgat Bozok University Social and Technical Sciences Vocational High School were interviewed face to face. Data were analyzed with IBM Spss 23.0. According to the results, the adoption of the comments made by the people university students follow in instagram have a positive effect on their intention to purchase the product mentioned in the comments. As risk perception increases, the level of adoption decreases. The usefulness of knowledge and attitude towards knowledge positively affect the level of adoption.