INVESTIGATION OF THE EFFECT OF BUYERS' RELATIONSHIPS WITH EACH OTHER ON THEIR OPINIONS ON THE BENEFITS OF SMARTPHONES BY UCINET SOCIAL NETWORK ANALYSIS

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