Impact of Social Network Use in Turkey on E-commerce Based on Facebook Case

International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue III, March 2020 | ISSN 2321–2705

Impact of Social Network Use in Turkey on E-commerce Based on Facebook Case

Selcuk Kiran
Business Informatics, Marmara University, Istanbul, Turkey

Abstract –In this study, the data set consisting of the 1412 surveys sampling the whole population of Turkey was examined using regression analysis to determine the impact of social networks in e-commerce. In the research, Facebook was used as the social network. As a result of the analysis, it has been revealed that there is a significant relationship between Facebook’s Information and Frequency of Usage dimensions, the level of education of the person and the person’s use of LinkedIn and the e-commerce habits of the person. Similarly, there is a significant relationship between e-commerce habits and the attitude towards online shopping, the pleasure of online shopping and the ease of use of the shopping site. According to another result, the number of people tagged on Facebook is positively associated with the number of posts. Briefly, the study demonstrated that there is a relationship between social networks and online shopping from various perspectives.

Keywords – Social Network, Social Media, Facebook, e-commerce, Turkey

I. LITERATUR REVIEW

In 2002, Deiss defined electronic commerce as the exchange of products and services via computer networks such as the Internet. During this process, payment and / or delivery of the product does not necessarily have to be through this network. Payment can be made by electronic methods such as online credit card and EFT, or by means of payment in person during delivery of the product. Product can as well be delivered online as online music and e-book or the physical product can be delivered via cargo.
According to Hernandez et. al (2009) benefit and convenience of e-commerce perceived by the consumer affects individuals’ approach towards e-commerce which designate and determine their future purchasing intentions. According to another study, the user’s ease of use of the site, entertaining aspect of the site and sense of the security of the site affect the overall perception of the site’s usefulness in the consumer eye which eventually paves the way for electronic shopping (Lim, Lim and Heinrichs, 2005). Research has shown that the reasons that affect Internet users’ decisions the most are privacy concerns along with perceived risk and confidence (Culnan&Bies, 2003; Dinev& Hart, 2003). According to Dinev et al. (2006), Internet privacy concerns affect confidence laid on the Internet, which together with the interest in the Internet, changes the tendency to provide personal information over the Internet.

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