The effects of university students on the purchasing and communication behavior of electronic information search motivations

This study aims to investigate the effects of electronic information search motivations on purchasing and communication behavior according to data gathered from Giresun University students. Social media, internet usage habits, social media membership durations and the demographic characteristics of the participants were also examined. The sample of this study consists of Giresun University Faculty of Economics and Administrative Sciences and Social Sciences Institute students. A survey was completed by 441 students and analyzed by using SPSS 23.0 statistical program. Initially an exploratory factor analysis was conducted. T-test and ANOVA tests were carried out in order to determine whether the consumers' information search motivations in electronic environments and their purchasing and communication behaviors differed according to demographic characteristics. As a result it was determined that the variables showed significant differences according to specific demographic characteristics. Then, multiple regression analysis was performed in order to investigate the effects of information search motivations on the purchasing and communication behavior of consumers. As a result of analysis it was revealed that consumption information, price information and community membership motivations were effective on purchasing behavior, while consumption motivation and community membership and reward motivations were effective on communication behavior. In addition, it has been determined that consumption information motivation is the most effective motivation for both purchasing and communication behavior.