HAZCILIK VE YENİLİKÇİLİK EKSENİNDE MOBİL ALIŞVERİŞLER

Yıl 2018, Cilt: 19 Sayı: 2, 400 - 412, 30.11.2018

Selçuk Yasin Yıldız Murat Fatih Tuna Nermin Ekin Savaş

Öz

Bu çalışmada; hedonik alışveriş motivasyonları, teknoloji yenilikçiliği ve mobil uygulamalar üzerinden satın alma niyeti arasındaki ilişkilerin tespit edilmesi amaçlanmaktadır. Araştırma kapsamında, mobil alışveriş uygulaması kullanan 398 kişiden, yüz yüze anket uygulaması yardımıyla veriler toplanmıştır. Elde edilen verilere, faktör analizi ve korelasyon analizi yapılmıştır. Çalışma bulgularına göre; hedonik alışveriş motivasyonlarından bazılarının teknoloji yenilikçiliği ile bazılarının ise mobil uygulamalar üzerinden satın alma niyeti ile ilişkisi belirlenmiştir. Teknoloji yenilikçiliği ile mobil uygulamalar üzerinden satın alma niyeti arasında herhangi bir ilişki belirlenememiştir. Çalışma kapsamında ele alınan hedonik alışveriş motivasyonları, teknoloji yenilikçiliği ve mobil uygulamalar üzerinden satın alma niyeti duygularının birbirleriyle ilişkisinin belirlenmeye çalışılması özgün değer taşımaktadır. Araştırma sürecinde karşılaşılan kaynak ve zaman yetersizliği, bu çalışmanın kısıtını oluşturmaktadır.

Anahtar Kelimeler

Hedonik alışveriş motivasyonları, teknoloji yenilikçiliği, yenilikçi tüketici, mobil alışveriş, mobil satın alma niyeti

Kaynakça

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