Consumers' Purchase Behavior in Germany and Turkey. Essay Example

Instruction: The purpose of this survey is to gather and provide data for a Masters' Degree. The findings and the results of the study will assist businesses organization, consumers, and academicians in understanding the impact of social media on consumers' purchase behavior in Germany and Turkey.

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Instruction: Please answer the following question and put in that matches you most.

1. Gender

1) Male 2) Female

2. Age 1) 24 and under years old 2) 25–35years old

3) 36–45years old 4) 46–55years old

5) 56 and over the years old 3. Relationship Status 1) In a Relationship 2)Not in a Relationship

4. Highest Level of education 1) Elementary 2) Primary

3) Secondary 4) College (Diploma)

5) University (Bachelor degree and above)

5. Monthly income 1) 2000 USD and Below 2) 2,001–3,000 USD

10,001–50,000 USD

3) 3,000 – 10,000 USD 4) 10,001 USD–50,000 USD

5) 50, 001–100,000 USD 6) More than 100000 USD

6. Occupation 1) Public sector employee 2) Private sector employee

3) Self-Employed 7. What is the time (approx.) spent by you social media per Week?

0 hour 7-9 hours

1-3 hours 10 years and above

4-6 hours

8. Which of the following social media site do you have an account with? (Check all that apply)

Facebook Instagram Google+ Twitter

Pinterest YouTube Weibo Snapchat

Tumblr Reddit LinkedIn Telegram

Please mark every question with only one in the box that most corresponds to your comments.

Statement Strongly Disagree Disagree Neutral Agree Strongly Agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H1. Consumers’ trust: Consumers' attitude towards the ability of a company or product to make commerce allegiance to their commitment and communication norms.

1 Does consumers’ trust about a company as depicted on social media influence your decision to purchase from the firm? 2 Does the company's reputation among other consumers in social media influences your decision to purchase from the firm? 3 I can buy a product or service from a recently criticized brand for failing to meet one or more minimum standards required in its production process. 4 I often try new products to determine if they are better than my favorite brand. 5 Does the Level of trust among other consumers on a product in social media represent the product's quality?

Statement Strongly Disagree Disagree Neutral Agree Strongly agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H2. Consumers’ perceived value: It is the overall assessment of the utility of a product by a consumer based on the perception of what is given and what is received.

l The consumers’ attitude towards a product on social media is an indication of its actual value.

2 Does the information on social media about the product's ability to satisfy your needs influence your decision to purchase? 3 Does the price of a product as depicted on social media help you to predict the quality of the product and its ability to satisfy your needs? 4 The higher the prices of products on social media, the higher the quality of these products. 5 I trust consumers' information about the product on social media more than those from other media. Statement Strongly Disagree Disagree Neutral Agree Strongly Agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H3. Community commitment: it is the attitude of consumers towards a community associated with a particular brand.

1 I acquire information about a product on consumers’ communities on social media. 2 Does the level of other consumers’ community commitment towards using a brand as depicted on social media influence your decision to purchase? 3 Does the popularity of a product among other consumers’ evident on social media positively influence your decision to purchase? 4 A Consumer-initiated community is more reliable than a brand-initiated consumers’ community in providing information about a product?

5 I trust the opinions of consumers’ community towards a product than my personal opinion.

Statement Strongly Disagree Disagree Neutral Agree Strongly Agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H4 Company Feedback: It is the company's response to inquiries made by consumers on social media.

1 I prefer to contact customer care of a particular brand or product on social media for further information before making a purchase. 2 Does a brand's customer care service on social media positively influence you to purchase from the brand? 3 Does the feedback by a brand to customers’ questions on social media positively influence you to purchase from a brand? 4 I rely on the brand-created image on social media in making my purchase decision. 5 The feedback provided by a brand about their product is more reliable than the consumer-generated information on social media.

Statement Strongly disagree Neutral Agree Strongly Agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H5. Consumers’ Product Reviews: This is a report written by the consumer about a product.

1 I read other consumers’ reviews of a specific product on social media before making a purchase.

2 Does other consumers’ positive review on a product in social media positively influence you to purchase the product? 3 Do other consumers’ negative reviews on a product in social media prevent you from making a purchase? 4 I can change my mind after reading other consumers’ reviews on social media about a product. 5 I write a review of a product on social media after using the product.

Statement Strongly disagree Neutral Agree Strongly Agree

(5) (4) (3) (2) (1)

Fill the survey by considering how social media influence your purchase behavior in relation to the terms defined below.

H6. Product Descriptions: These are information describing the product's various features, such as price, quality, and quantity.

1 I buy the cheapest product described in social media regardless of all other described features. 2 Social media provides accurate descriptions of a product. 3 Consumers' generated descriptions of the product on social media are more reliable than consumers' testimonies on other traditional media such as television.

4 The description of a product on social media influences my decision when buying a product.

5 I buy new products from my favorite brand without seeking further information on social media about the product.

References

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Goh, K.-Y., Heng, C.-S., and Lin, Z., 2013. Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content, Information Systems Research (24:1), pp. 88-107. Available at: https://pubsonline.informs.org/doi/abs/10.1287/isre.1120.0469 [Accessed 24 June. 2020].

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Mahrous, A.A., 2016. Implications of the use of social media for pre-purchase information searches for automobiles. International Journal of Technology Marketing, 11(3), pp.254-275. Available at: https://www.inderscienceonline.com/doi/abs/10.1504/IJTMKT.2016.077361 [Accessed 27 June. 2020].

Mangold, W., and Faulds, D. J., 2009. Social media: The new hybrid element of the promotion mix. Business Horizons, 52(1), 357-365. Available at: https://www.sciencedirect.com/science/article/pii/S0007681309000329 [Accessed 27 June. 2020].