Mobil Pazarlama Uygulamalarına Yönelik Tüketici Kabulünü Etkileyen Faktörler

Year 2012, Volume: 4 Issue: 2, 211 - 223, 01.12.2012

Mutlu Uygun Sevilay Uslu Divanoğlu Vesile Özçifçi

Abstract

Keywords

-

MOBİL PAZARLAMA UYGULAMALARINA YÖNELİK TÜKETİCİ KABULÜNÜ ETKİLEYEN FAKTÖRLER

Abstract

Bu araştırma, yeni teknolojilerin benimsenmesinde etkili olan faktörleri ele alan kuramlardan hareketle, mobil pazarlama uygulamalarına yönelik tüketici kabulünde öne çıkan faktörlerin incelenmesi amacıyla tasarlanmıştır. Araştırmada, Aksaray’daki bireylerden amaca göre alanyazındaki araştırmalar ve ilgili kuramlar esas alınarak oluşturulmuş bir anket yoluyla veri toplanmıştır. Veriler, Çok Değişkenli Varyans Analizi ile irdelenmiştir. Analiz sonuçları, mobil uygulamalara yönelik alışveriş eğilimi ve davranışını temsil eden değişkenlerle, çalışmada belirlenen mobil pazarlama kabul değişkenleri arasında önemli ilişkiler olduğunu göstermektedir

Keywords

Mobil Pazarlama, Teknoloji Kabul Modelleri, Tüketici Davranışı, Pazarlama İletişimi

References

• Ajzen, I. ve Fishbein M. Understanding Attitudes and Predicting Social Behaviour, Englewood Cliffs, New Jersey: Prentice-Hall, 1980
• Ajzen, I. “The theory of planned behavior”, Organizational Behavior and Human Decision Processes. 50, 1991, 179–211.
• Al-Alak, B. ve I. Alnawas. “Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers' Attitudes on Intention to Purchase”, International Journal of Business Management, 5:3, 201028-41
• Ameri, F. “A Framework for İdentifying and prioritizing factors affecting cuctomers’ online shopping behavior in Iran”, Lulea University of Technology, Division of Industrial Marketing and E-Commerce. 2009.
• Bauer, H. H., T. Reichardt, S. J. Barnes ve M. M. Neumann. “Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Emprical Study”, Journal of Electronic Commerce Research. 6:3, 2005, 181-192.
• Bouwman, H., C. Carlsson, F. J. Molina-Castillo ve P. Walden. “Barriers and Drivers in the Adoption of Current and Future Mobile Services in Finland”, Telematics and Informatics. 24:2, 2007, 145-160.
• Chen, L. Online Consumer Behavior: An Empirical Study Based on Theory of Planned Behavior, Lincoln:Nebraska, 2009.
• Cheung, C., M. Lee. “Trust in Internet Shopping: A proposes model and Measurement Instrument”, proceedings of the 2000 America’s conference on ınformation systems(AMCIS). August, 2000, 681-689.
• Childers, T., C. Carr, J. Peck, S. Carson, “Hedonic and utilitarian motivations for online retail shopping behavior”, Journal of Retailing. 77, 2001, 511-535.
• Çakır, F., M. Çakır ve T. H. Çiftçi. “Tüketicilerin SMS Reklam Mesajlarına Yönelik Tutum ve Davranışları”, Organizasyon ve Yönetim Bilimleri Dergisi. 2:1, 2010, 27-35.
• Davis, F. D. “Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology”, MIS Quarterly. 13, 1989, 319-339.
• Gao, T. T., F. Sultan ve A. J. Rohm. “Factors Influencing Chinese Youth Consumers’ Acceptance of Mobile Marketing”, Journal of Consumer Marketing. 27:7, 2010, 574-583.
• Gefen, D., D.W. Straub, “The relative importance of perceived ease-of-use in IS adoption: A study of e-commerce adoption”, Journal of the Association for Information Systems. 1:8, 2000, 1-30.
• Gefen, D., E. Karahanna, D.W. Straub. “Trust and TAM in online shopping: An integrated model”, MIS Quarterly. 27:1, 2003, 51-90.
• Gong, W. Ve Z. G. Li. “Mobile Youth in China: A Cultural Perspective and Marketing Implications”, International Journal of Electronic Business. 6:3, 2008, 261-281.
• İspir, N. P. ve H. K. Suher. “SMS Reklamlarına Yönelik Tüketici Tutumları”, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi. 5:4, 2009, 5-17.
• Jarvenpaa, S. L., N. Tractinsky. “Consumer trust in an internet store: A crosscultural validation”, Journal of Computer-Mediated Communication. 5:2, 1999. (http://jcmc.indiana.edu/vol5/issue2/jarvenpaa.html).
• Jarvenpaa, S. L., N. Tractinsky, M. Vitale. Consumer trust in an internet store”, Information Technology and Management. 1:1/2, 2000, 45-71.
• Koenig-Lewis, N., A. Palmer ve A. Moll. “Predicting Young Consumers’ Take up of Mobile Banking Services”, International Journal of Bank Marketing. 28:5, 2010, 410-432.
• Leung, L. “Unwillingness-to-communicate and college students’ motives in SMS mobile messaging”, Telematics and Informatics. 24, 2007, 115-129.
• Nysveen, H., P. E. ve H. Thorbjİrnsen. “Intentions to Use Mobile Services: Antecedents and Cross Service Comparisons”, Journal of the Academy of Marketing Science. 33:3, 2005, 330-346.
• Pavlou, P. A. “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International Journal of Electronic Commerce. 7:3, 2003, 69-103.
• Phau, I. & M. Teah. “Young Consumers’ Motives for Using SMS and Perceptions towards SMS Advertising”, Direct Marketing:An ınternational Journal. 3:2, 2009, 97-108.
• Rogers, E.M. “Diffusion of Preventive Innovations”, Addictive Behaviors. 27:6, 2002, 989-993.
• Shankar, V., E. C. Malthouse. “Moving Interactive Marketing forward”, Journal of Interactive Marketing. 20:1, 2007, 2-4.
• Sinha, J., “Factors Affecting Online Shopping Behavior of Indian Consumers”, University of South Carolina, 2010.
• Song, S., Factors that Influence Consumer’s Adoption Behavior in M- Commmerce, Indiana: Purdue University. 2010.
• Stafford, T.F., M. R. Stafford, L.L. Schkade. “Determining Uses and Gratifications for the Internet”, Decision Sciences. 35:2, 2004, 259-288.
• Sultan, F. ve A. J. Rohm. “The Coming Era of ‘Brand in the Hand’ Marketing”, MIT Sloan Management Review. 47:1, 2005, 83-90.
• Tabachnick, B. G., L. S. Fidell, Using Multivariate Statistics, Boston: Pearson Education, 2007.
• Tanakinjal, G. H., Deans, K. R., Gray, B. “Third Screen Communication and the Adaption of Mobile Marketing: A Malaysia Perspective”, International Journal of Marketing Studies. 2:1, 2010, 36-47.
• Usta, R. “Üniversite Öğrencilerinin Mobil Reklamcılığa Karşı Tutumları”, Doğuş Üniversitesi Dergisi. 10:2, 2009, 294-309.