The effect of hedonic shopping motivations and technology acceptance model components on the intention of online purchase: A research on social media users

With the increasing use of social media among individuals, its effect on consumer behavior is becoming more evident. The speed and very low cost of the interactions in social media are a situation that attracts the attention of companies. In addition to individual usage, the use of social media by companies for commercial purposes has made social media platforms a big market, and it has increased the importance of the social media on the examination of both commercial and individual behaviors. Thanks to social media that has become a new market, each individual collect information from the Internet, increases their experiences with others by producing a content, and interact with them in an interactive way. And yet, companies should not only meet consumers' wishes and needs, but they also be involved in consumer-wise activities. Because individuals buy products not only to meet their needs, but also to get pleasure. In this dissertation, the effects of hedonic shopping motivations and technology admission model components on the intention of online purchase of individuals using Instagram, a social media tool, are examined. In the study results, it has been revealed that sub-dimensions of hedonic shopping motivations and components of technology acceptance model have impacts on individuals' intention to buy online.