The Effect of Social Media Use on the Intention to Cook at Home: The Mediating Role of Self-Efficacy

This study examines the effect of housewives' use of social media on their self-efficacy in cooking and their intentions to cook at home. The research was conducted using a correlational survey model, one of the quantitative research designs. The data for the study were collected through face-to-face interviews with participants from the TRA1 region (Erzurum, Erzincan, and Bayburt) in Turkey, based on voluntary participants. The data collected from 562 participants were analyzed using structural equation modeling in the AMOS program to test the hypotheses. The study's findings reveal that social media positively affects cooking self-efficacy and intention to cook at home. Social media facilitates women's access to various recipes, which is important in developing their cooking skills. Additionally, cooking self-efficacy positively influences the intention to cook at home. The findings indicate that social media use enhances women's cooking skills and increases their self-efficacy perceptions. Finally, the study shows that cooking self-efficacy plays a mediating role in the effect of social media on the intention to cook at home.