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

Year 2018, Volume: 7 Issue: 4, 2780 - 2796, 30.12.2018

Kasım Yılmaz , Volkan Temizkan

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

Abstract

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.

Keywords

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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