Smart Shopping Experience of Customers Using Mobile Applications: A Field Research in Karabuk/Turkey

Year 2020, Volume: 19 Issue: 3, 1237 - 1254, 01.07.2020

Kasım Yılmaz , Volkan Temizkan

https://doi.org/10.21547/jss.653689

Cited By: 1

Abstract

Today, stores equipped with smart retailing technologies (SRT) are evolving and new trends affect consumer behaviors. Customers more frequently have smart shopping experiences (SSE) using mobile applications which offers smart retailing technologies. The main purpose of this study is to analyze the effects of smart shopping experience of customers using mobile apps, on customer satisfaction and shopping productivity.
In this study face to face survey method was used where a total of 310 questionnaires were obtained and analyzed. Structural model was tested by using explanatory and confirmatory factor analysis. Analysis shows consumers are satisfied using mobile shopping applications in the context of smart shopping experience (SSE). Also SSE strongly affects shopping productivity.

Keywords

Smart Shopping Experience, Smart Retailing Technology, Mobile Shopping Applications

Mobil Uygulama Kullanıcısı Müşterilerin Akıllı Alışveriş Deneyimleri: Karabük İlinde Yapılan Bir Alan Araştırması

Abstract

Günümüzde akıllı
alışveriş teknolojileri kullanan mağazalar giderek çoğalmakta ve gelişmekte, bu
teknolojilerle ortaya çıkan yeni eğilimler müşteri davranışlarını etkilemektedir.
Müşteriler artık akıllı alışveriş teknolojilerini kullanmaya elverişli mobil uygulamaları
kullanarak daha fazla akıllı alışveriş deneyimi yaşamaktadırlar. Bu araştırmanın
amacı alışverişlerinde mobil uygulamaları kullanan müşterilerin yaşadıkları akıllı
alışveriş deneyimlerinin müşteri tatmini ve alışveriş verimliliği üzerindeki etkisinin
incelenmesidir.

Toplamda 310 adet
anketin analiz edildiği bu çalışmada yüzyüze anket metodu uygulanmıştır. Yapısal
model açıklayıcı ve doğrulayıcı faktör analizleriyle test edilmiştir. Yapılan analizler
sonucu mobil uygulamaları kullanarak akıllı alışveriş deneyimi yaşayan müşterilerin
tatmin seviyesinin yüksek olduğu anlaşılmıştır. Ayrıca akıllı alışveriş deneyimi
alışveriş verimliliğini güçlü bir düzeyde etkilemektedir.

Keywords

Akıllı Alışveriş Deneyimi, Akıllı Alışveriş Teknolojisi

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