Hedonic, Utilitarian and Symbolic Drives Behind Place Check-in Activity of Mobile Consumers

Year 2016, Volume: 1 Issue: 1, 63 - 79, 01.06.2016

Şahika Burçin Tatar İrem Eren Erdoğmuş

Abstract

Turkey with 67
million mobile subscribers is an important target market for mobile marketers.
Check-in applications which is an important part of mobile marketing are the
main subject of this study. The aim of the study is to measure the the impacts
of hedonic, utilitarian and social motivations behind mobile check-in activity,
along with the impact of familiarity with check-in application and socialiability
level of a person. These impacts are examined over frequency of check-ins and
loyalty to a specific mobile check-in application. The relationships were
tested with Structural Equation Modeling (SEM) by using Amos 21 software
program. The outcomes show positive effects of familiarity with check-in
application on check-in frequency; hedonic, utilitarian, conspicuous values and
socialiability on loyalty to a specific check-in application. The results of
the study is believed to be helpful to mobile marketing managers in terms of
crafting right marketing strategies in mobile environment. 

Keywords

Mobile marketing, Consumer behaviour, Location based applications, Check-in applications

Mobil Tüketicinin Yer Bildirimi Yapma Davranışında Hazcı, Faydacı ve Sosyal Motivasyonlar

Abstract

67 milyon cep telefonu abonesi ile mobil pazarlama için önemli bir hedef
pazardır. Bu araştırmanın ana konusu mobil pazarlamanın önemli bir parçası olan
yer bildirimi (check-in) uygulamalarıdır. Çalışmanın amacı, mobil yer bildirimi
yapma davranışına hazcı, faydacı ve sosyal motivasyonların etkileri ile beraber
kişinin yer bildirimi uygulamasına olan aşinalığı ve sosyalleşebilirlik düzeyinin
etkilerini ölçmektir. Bu etkiler, yer bildirimi yapma sıklığı ve belirli bir
mobil yer bildirimi uygulamasına olan sadakat üzerinden incelenir. İlişkiler
Yapısal Eşitlik Modellemesi (SEM) ile Amos 21 yazılım programı kullanılarak
test edilmiştir. Sonuçlar, aşinalığın yer bildirimi yapma sıklığına; hazcı, faydacı,
sosyal değerler ve sosyalleşebilirliğin ise belirli bir check-in uygulamasına
olan sadakat üzerinde pozitif etkileri olduğunu göstermektedir. Çalışmanın sonuçlarının
mobil pazarlama yöneticilerine mobil ortamda doğru pazarlama stratejileri hazırlamaları
konusunda yardımcı olacağına inanılıyor.

Keywords

Mobil pazarlama, tüketici davranışı, lokasyon bazlı uygulamalar, yer bildirimi uygulamaları

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