(Analysis of the Consumer Motivations and Social Media’s Effects in Consumer Behaviours’ Impact on Purchasing Intention in the Airline Passenger Transportation)

Abstract

Purpose – This study is carried out to determine the passengers who bought tickets in the social media platforms pre-purchase and post-purchase consumer behaviors’ impacts on the purchasing intention and the effects of social media on the pre-and post-purchase consumer behaviors via utilitarian and hedonic motivations. Design/ Methodlogy/Approach – By using 5 Likert type face to face survey methodology applied in four scales which hedonic and utilarian motivation, pre-purchasing and post-purchasing consumer behaviours in scocial media and pruchasing intention are used in the study. To measure the scale’s dimensions validtiy and reliability explatory factor analysis, reliability analysis have been applied and lineer regression model used to measure the proposed model testings. Findings – As a result of analysis it was found that there is a positive and significant associations among the pre-purchasing behaviours, post-purchasing in social media and purchasing intention. In addition utilarian motivations of social media has been more clearly perceived by the consumers that there is a significant and positive associations among the pre-purchasing and post-purchasing consumer behaviors, however; it was found that hedonic motivations of social media had no effect on pre-purchase and post-purchase consumer behaviors. Discussions – The airlines social media platforms must be maintained and improved in terms of interraction with pre-purchasing and post-purchasing consumer behaviours, moreover the possible factors in the social media such as e-wom, customer experience brand loyaltly who may have effects on purchasing intention have to be assessed. Utilarian and hedonic motivations of the social media in airlines need to be re-desing or modify in terms of distinctive features, further more they should also addressed social media designs in relevant of other contributing factors and motivations that impact on consumers' pre and post-purchasing behaviors.