TÜKETİCİLERİN MOBİL UYGULAMA TERCİHİNDE GÖRSEL ÖĞELERİN ETKİSİ

Abstract

Günümüzde kullanımı hızla yaygınlaşmakta olan mobil cihazlar ve ilgili hizmetler hem pazarlama akademisyenlerinin ve profesyonellerinin hem de girişimcilerin ilgisini çekmektedir. Mobil cihazlar üzerinde çalışan mobil uygulamalar birer hizmet ürünü veya ürünleri zenginleştirici öğeler olarak pazara sunulmaktadır. Tüketicilerin uygulama tercihinde etkili olan faktörler içerisinde yer alan görsel öğeler arasında ikonlar öne çıkmaktadır. Bu çalışmada ikonların görsel ve bilişsel öğeleri renk, simetri, karmaşıklık, somutluk, anlamlı olma ve aşinalık alt boyutlarıyla incelenmiştir. Mahrabian ve Russell tarafından geliştirilen PAD modelinden faydalanılarak ikonların niteliklerinin duygu durumlarına ve uygulama indirme niyetine etkisi sınanmıştır. Tüketici algıları Internet üzerinden yoklama yöntemi yardımıyla ölçülmüş ve her bir faktörün uygulama indirilme niyetine etkisi yapısal eşitlik modellemesinden faydalanılarak belirlenmiştir. Bu faktörlere ek olarak uygulamanın estetik öğelerinin ilk izlenimle oluşan algılanan kaliteye etkisi de sınanmıştır. Bu araştırmayla mobil uygulamaların başarısında rol oynayan görsel unsurların belirlenerek uygulama geliştiricilerin tasarımlarını iyileştirmelerini sağlayacak sonuçlar elde edilmesi ve Türkiye’deki ileri araştırmalara yol gösterilmesi hedeflenmiştir

Keywords

• mobil uygulamalar, mobil pazarlama, çevrimiçi tüketici davranışı, estetik ve tüketici davranışı

VISUAL ELEMENTS’ EFFECT ON MOBILE APPLICATION PREFERENCE

Abstract

Mobile devices and related services are attracting the interest of both marketing academicians and professionals as well as entrepreneurs. Mobile applications (apps) that work on these devices are promoted as individual service products or as supplementary services. In this context, this study aims to reveal the effect of visual elements in mobile app choice using app icons, the primary visual elements affecting consumer choice. The icons provide the first impression and are considered as the most frequently seen visual elements of apps. The visual and cognitive elements; color, symmetry, complexity, concreteness, familiarity and meaningfulness dimensions are used as icon characteristics. By utilizing the PAD model developed by Mahrabian and Russell, the effect of icon characteristics on users’ dispositions and on download intentions was tested. Moreover, the effect of visual icon attributes on perceived quality was tested using the data collected through an online survey study. The analysis was carried out using structural equation modelling. This study aims to enable mobile app developers in improving their designs by revealing the effect of various visual elements on consumers’ mobile app download intentions and expected to pioneer further studies in Turkey

Keywords

• Mobile marketing, mobile applications, online consumer behavior, aesthetics in consumer behavior

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