THE EFFECTS OF PERSONALITY, USABILITY AND TECHNOLOGICAL FACTORS TO M-SHOPPING USE

Year 2016, Volume: 12 Issue: 1, 105 - 129, 24.04.2016

Mustafa Karadenız Mustafa Gözüyukarı

Abstract

Nowadays mobile devices such as smartphones and
tablets become widespread and this led mobile shopping to be conducted anytime
and anywhere and increased the attention to m-shopping. In this paper we
studied the factors effecting the use of m-shopping value from Personalization,
Self-Efficacy, Intimacy, Simplicity, Mobility, Connectivity perspectives. The
m-shopping value that users experience during m-shopping can be divided into
utilitarian value and hedonic value. The results show that personalization,
self-efficacy, intimacy, simplicity, mobility, and connectivity variables have
effect on m-shopping value.

 

In this study sample consists of 342 people above 18
years of age living in Istanbul.
A public survey is used as data collecting method and a factor analysis,
T-tests, an ANOVA/Welch test and a reliability analysis are performed for the
acquired data by using the SPSS package program. Moreover, the model structured
for the study is tested through a LISREL structural equation model.

Keywords

Mobile shopping, utilitarian value, hedonic value

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