Abstract:

This research was conducted to explore what factors affect consumers getting information and buying through social media, as well as the impact of social media on consumers’ intention to buy. A survey of 592 participants was created to collect data. The survey was transmitted to people who use social media from both printed and virtual environments. In the analysis of the collected data, the Factor Analysis, Multi-Standard Regression was used. The findings have shown that the characteristics of social media differ according to the risk, value and confidence factors that consumers perceive from social media. While the most impacted risk is the mutual interaction of social media, the most impacted value and confidence is the participation variable. It has been determined that there is no influence of the community on the risk perceived, mutual communication and connectivity on the value perceived, and that there is no influence of the variable of transparency on the trust. It has also been concluded that the consumers' perception of the risk on social media, the perception of the value and confidence affects their intention to buy. The variable that has the greatest impact on the intention of purchasing is the perceived value.

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