Akademik Veri Yönetim Sistemi
Journal of research in business (online), cilt.8, sa.1, 2023 (Hakemli Dergi)
This study aims to test the effect of buyers’ relationships with each other according to demographic
characteristics (gender, age, marital status, and monthly income) on their views on the benefits of
smartphones. It also investigates which benefit the buyers’ relations with each other are grouped around.
Data were collected by online survey method from 239 buyers who had purchased smartphones before.
The obtained data were analyzed by running social network analysis on UCINET 6.0 program. The results
of the analysis show that the relations of smartphone buyers with each other are mostly grouped in terms
of multiple benefits. The results of the regression analysis show that buyers’ relationships with each other
by age, marital status, and monthly income, not by gender, have a significant effect on their opinions on
both the functional benefits and multiple benefits of smartphones. In addition, the relationship of buyers to
each other only by age, not by gender, marital status and monthly income, has a significant effect on their
opinions on the experiential benefits of smartphones. However, buyers’ relationships with each other by all
demographic characteristics do not have a significant effect on their opinions on the symbolic benefit of
smartphones. The results of the study were discussed.