The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness

Kasım Yılmaz; Volkan Temizkan

doi:10.15869/itobiad.441094

TR EN

Mobil Alışveriş Uygulamaları Kullanım Deneyiminin, Müşterilerin WOM Niyetleri ve Alışveriş Etkinliği Üzerindeki Etkisi

Öz

Mobil alışveriş uygulamaları işletmelerin pazarlama ve satış stratejilerini önemli ölçüde etkilemektedir. İşletmelerin müşterilerine etkili bir şekilde ulaşabilmeleri için teknolojik bir yönelim içerisinde olmaları ve müşterilerinin alışveriş davranışlarını dikkatle izlemeleri gerekmektedir. Tüketiciler, mobil alışveriş deneyimleriyle ilgili yorumlarını sosyal medya aracılığıyla paylaşmayı ve olumlu ya da olumsuz şekilde ağızdan ağıza (WOM) memnuniyetlerini yansıtma konusunda istekli davranmaktadırlar. Mobil alışveriş etkinliği, tüketicilerin alışveriş öncesi beklentileriyle gerçek mobil alışveriş deneyiminden elde edilen memnuniyet düzeyinin farklılığından kaynaklanmaktadır. Bu araştırmada, müşterilerin mobil alışveriş deneyimlerinden kaynaklanan memnuniyetlerinin, ağızdan ağıza (WOM) yorum niyetleri ve etkili alışveriş algıları üzerindeki etkisini incelemek amaçlanmaktadır. Bu çerçevede kolayda örnekleme yöntemine göre seçilen 295 mobil alışveriş uygulaması kullanıcısına anket uygulanmıştır. Hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Araştırma bulgularına göre müşteri memnuniyeti, müşterilerin WOM niyetleri ve alışveriş etkinliği algıları üzerinde anlamlı, pozitif ve güçlü bir etkiye sahiptir.

Anahtar Kelimeler

WOM,Mobil Alışveriş Uygulamaları,Müşteri Memnuniyeti,Alışveriş Etkinliği,Teknolojik Yönelim

The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness

Abstract

Mobile shopping context has affected marketing and sales strategies dramatically. Businesses should be technologically oriented to reach mobile consumers effectively and observe their shopping behaviors. Consumers like to share their comments about their mobile shopping experience through social media and reflect their satisfaction by emitting word of mouth (WOM). Mobile shopping effectiveness is the consumers’ satisfaction level derived from pre-shopping expectations and the actual mobile shopping experience. In this research it is aimed to analyze the impact of customer satisfaction from mobile shopping experience on their WOM intentions and effective shopping perceptions. Within this context a questionnaire was applied to 295 mobile shopping application users who were selected according to convenience sampling method. Hypotheses have been tested through the structural equation modelling. According to research findings, customer satisfaction has a meaningful, positive and strong impact on customers’ WOM intentions and their shopping effectiveness perceptions.

Keywords

Mobile Shopping Applications,Customer Satisfaction,WOM,Shopping Effectiveness,Technologic Orientation

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Kasım Yılmaz ^*
0000-0002-4544-4727
Türkiye

Volkan Temizkan ^*
0000-0002-1162-7912
Türkiye

Publication Date

December 30, 2018

Submission Date

July 5, 2018

Acceptance Date

December 2, 2018

Published in Issue

Year 2018 Volume: 7 Number: 4

DOI

https://doi.org/10.15869/itobiad.441094

IZ

https://izlik.org/JA56KF36GA

APA

Yılmaz, K., & Temizkan, V. (2018). The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 7(4), 2780-2796. https://doi.org/10.15869/itobiad.441094

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).

35894

Mobil Alışveriş Uygulamaları Kullanım Deneyiminin, Müşterilerin WOM Niyetleri ve Alışveriş Etkinliği Üzerindeki Etkisi

Öz

Anahtar Kelimeler

The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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