Tüketicilerin Sosyal Medya Üzerinden Yerel Gıda Ürünü Satın Almayı Kabullerine Yönelik Bir Araştırma
A Research on Consumers' Acceptance to Purchase Local Food Products on Social Media

Summary/Abstract: Developing technology and the effects of this technology deeply affect the daily lives and consumption behaviors of consumers, as in almost every field. In this context, social media; In addition to its features suchas communicating, sharing and having fun, it adds new elements to its structure every day. In time, socialmedia has become a place where consumers and businesses establish a shopping environment, in additionto all the other features it has. This study aims to determine consumers' acceptance of buying local foodproducts on social media and their shopping frequency based on the Extended Unified Theory ofTechnology Acceptance and Use (UTAUT2) model. Within the scope of the research, 391 people who hadpreviously ordered local food products via social media were reached. In the analysis of data; percentagefrequency, confirmatory factor analysis and structural equation modeling were used. As a result of theresearch; ordering local food products via social media; Performance Expectancy (PE) and Habit (H) seemto have a significant and positive effect on Behavioral Intention (BI). The results of the research revealed thatBehavioral Intention (BI) has a significant and negative effect on Frequency of Use (FU) in ordering localfood products via social media. It was understood that Effort Expectancy (EE), Social Influence (SI),Facilitating Conditions (FC), Hedonic Motivation (HM) and Price Value (PV) did not have a significant effecton Behavioral Intention (BI). In addition, as a result of the research; It was concluded that FacilitatingConditions (FC) and Habit (H) did not have a significant effect on Frequency of Use (FU)

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