The effect of social trade technologies on the consumer'ssatin purchase in the context of the social learningtheory: Instagram example

With the advancing technology, increasing internet usage and the spread of smartphones, we have all started to adapt to a world that is becoming increasingly digital. Because of the digitalized communication occaisons, many people have started to share their feelings, thoughts and information with each other through these occasions and they negligibly spend the most of their time on social media. This situation has introduced us to the concept of social trade which is a new form of trade by bringing a new breath to the economy and by the way to the commercial life. Instagram which is widely used nowadays, has a remarkable place in this trade over social media networks. By visiting the profiles of other people through this network or by learning from social signing systems such as the person, location, subject tag they use, the people incorporate these acquisitions into their cognitive and emotional processes. As a result of this process, the consumer of the intention of buying is getting shaped. In the light of this information, this study aims to examine how social commerce technologies affect the cognitive and emotional evaluation process and how it shapes consumers' the intention of purchasing as a result of this effect. Instagram users were surveyed online for this purpose. The survey of 146 participants who do not have a shopping experience via Instagram has been ended up. The data, which has been obtained from 254 participants, were analyzed through the package program by using structural modeling. According to the obtained indications, learning from the user profile has revealed that the cognitive and emotional evaluation of the consumer and the cognitive and emotional evaluation significantly affected the customers' purchasing intentions as a result of the analysis. Finally, it has been concluded that learning from social signals has no effect on the cognitive and emotional evaluation process of the customers. Keywords: Social Trade Technologies, Purchase Intention, Instagram, Social Learning Theory