A Research on Consumers' Acceptance to Purchase Local Food Products on Social Media

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 such as communicating, sharing and having fun, it adds new elements to its structure every day. In time, social media has become a place where consumers and businesses establish a shopping environment, in addition to all the other features it has. This study aims to determine consumers' acceptance of buying local food products on social media and their shopping frequency based on the Extended Unified Theory of Technology Acceptance and Use (UTAUT2) model. Within the scope of the research, 391 people who had previously ordered local food products via social media were reached. In the analysis of data; percentage frequency, confirmatory factor analysis and structural equation modeling were used. As a result of the research; ordering local food products via social media; Performance Expectancy (PE) and Habit (H) seem to have a significant and positive effect on Behavioral Intention (BI). The results of the research revealed that Behavioral Intention (BI) has a significant and negative effect on Frequency of Use (FU) in ordering local food 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 effect on Behavioral Intention (BI). In addition, as a result of the research; It was concluded that Facilitating Conditions (FC) and Habit (H) did not have a significant effect on Frequency of Use (FU).