AKILLI TELEFON ARACILIĞIYLA TÜKETİCİNİN BİLGİ ARAMA, İLETİŞİM VE SATIN ALMA DAVRANIŞLARINI ETKİLEYEN FAKTÖRLER: KIRIKKALE’DE BİR ALAN ARAŞTIRMASI

Year 2019, Issue: 4, 87 - 111, 01.10.2019

İbrahim Bozacı , Yunus Bahadır Güler , Ertuğrul Karakaya

Abstract

Günümüzde
insan hayatının önemli bir parçası haline gelen akıllı telefon, tüketici
davranışlarını da etkilemektedir. Akıllı telefon tüketimle ilgili bilgi arama,
iletişim veya alışverişi gerçekleştirme gibi amaçlar için kullanılabilmektedir.
Her ne kadar günlük hayatta akıllı telefonun kullanılma oranı yüksek olsa da,
tüketimle ilgili davranışlarda benzer yaygınlığın olmaması, akıllı telefon
aracılığıyla gerçekleştirilen tüketim davranışlarıyla ilişkili faktörlerin
neler olduğunun incelenmesini gerektirmektedir. Bu çalışmada, öncelikle akıllı
telefonla tüketim davranışlarını etkileyen faktörlerin neler olduğuna yönelik gerçekleştirilen
araştırmalar incelenmektedir. Ardından belirlenen değişkenler arasındaki
ilişkileri incelemede kullanmak üzere Kırıkkale ilinde Anket Yöntemiyle, bu araştırma
amaçlarına ulaşmada yararlanılan birincil veriler toplanmaktadır. Elde edilen
veriler istatistiksel analizlere tabi tutulmakta ve sonuçlar yorumlanmaktadır. Araştırma
sonuçları, akıllı telefon aracılığıyla gerçekleştirilen çeşitli davranışların, risk
algılamaları, akıllı telefonla alışverişe yönelik tutum ve memnuniyet,
algılanan kolaylık, somut fayda algılamaları, psikolojik fayda algılamaları,
akıllı telefonla alışveriş eğilimi ve kredi kartı sahipliğiyle ilişkili
olduğunu göstermektedir. Ayrıca araştırma değişkenlerinin demografik
özelliklere göre farklılıkları incelenmektedir. Son olarak araştırmada elde
edilen bulgular yorumlanmaktadır.  

Keywords

Akıllı Telefon, Tüketici, Tüketim, Mobil Pazarlama

THE FACTORS AFFECTING THE CONSUMPTION, COMMUNICATION AND PURCHASE BEHAVIORS OF THE CONSUMER BY SMART PHONE: A FIELD RESEARCH IN KIRIKKALE

Abstract

Today, the smart phone, which has become an important
part of human life, also affects consumer behavior. The smartphone can be used for
purposes such as information, communication and consumption. Although the rate
of use of smartphones in daily life is high, the lack of similar prevalence in
consumption-related behaviors necessitates an examination of the factors
associated with consumption behavior via smartphone. First, studies about the
factors affecting the consumption behavior via smart phone are examined in this
study. Then, the primary data is collected in Kırıkkale province with survey
method in order to evaluate the relationship between the determined variables.
The data obtained are subjected to statistical analysis and the results are
interpreted. The results of the research show that the various behaviors
carried out by smart phone are related to risk perceptions, attitude and
satisfaction towards smart phone shopping, perceived convenience, concrete
benefit perceptions, psychological benefit perceptions, smart phone shopping
tendency and credit card ownership. In addition, differences of research
variables according to demographic characteristics are examined. Finally, the
findings obtained in the study are interpreted.

Keywords

Smartphone, Consumer, Consumption, Mobile Marketing

References

• • AGREBI, S., JALLAIS, J., (2015), Explain the Intention to Use Smartphones for Mobile Shopping, Journal of Retailing and Consumer Services 22, 16-23.
• • DABHOLKAR, P. A., BAGOZZI, R. P., (2002), An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors. Journal of the Academy of Marketing Science, 30, 184-201.
• • FLORIDO-BENITEZ, L., (2016), Mobile Applications as a Marketing Tool in Airports, Proceedings of MAC-EMM Conference, Ağustos, 9-13.
• • KIM, J., MA, Y. L., PARK, J., (2009), Are US Consumers Ready to Adopt Mobile Technology for Fashion Goods?: An Integrated Theoretical Approach, Journal of Fashion Marketing and Management 13 (2), 215-230.
• • BAGLIONE, S. L., (2014), Are Smartphones A Smart Marketıng Buy?, International Journal of Business, Marketing, & Decision Science, 7 (1), 19-31.
• • BALASUBRAMANIAN, S., PETERSON, R. A., JARVENPAA, S. L., (2002), Exploring the Implications of M-Commerce for Markets and Marketing, Journal of the Academy of Marketing Science, 30, 348-361.
• • BART, Y., ANDREW, T. S., MIKLOS, S., (2014), Which Products are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions, Journal of Marketing Research, 51 (3), 270-285.
• • CHEN, C., HUANG, T., PARK, J. J., YEN, N. Y., (2013), Real-time Smartphone Sensing and Recommendations Towards Context-Awareness Shopping, Multimedia Systems, 21(1), 61-72.
• • GROß, M., (2015), Exploring the Acceptance of Technology for Mobile Shopping: An Empirical Investigation among Smartphone Users, The International Review of Retail, Distribution and Consumer Research, 25 (3), 215-235.
• • GROß, M., (2016), Impediments to Mobile Shopping Continued Usage Intention: A Trust-Risk-Relationship, Journal of Retailing and Consumer Services, 33, 109-119.
• • HA, S., STOEL, L., (2009), Consumer E-Shopping Acceptance: Antecedents in a Technology Acceptance Model, Journal of Business Research, 62, 565-571.
• • HEINONEN, K., STRANDVIK, T., (2007), Consumer Responsiveness to Mobile Marketing, International Journal of Mobile Communications, 5 (6), 603-17.
• • HSIAO, K. L., (2013), Android Smartphone Adoption and Intention to Pay for Mobile Internet: Perspectives from Software, Hardware, Design and Value, Library Hi Tech 31 (2), 216-235.
• • HSU, C. L., LIN, J. C. C., (2015), What Drives Purchase Intention for Paid Mobile Apps? An Expectation Confirmation Model with Perceived Value, Electronic Commerce, Research and Applications, 14 (1), 46-57.
• • HUBERT, M., BLUT, M., BROCK, C., BACKHAUS, C., EBERHARDT, T., (2017), Acceptance of Smartphone‐Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks and the Impact of Application Context, Psychology & Marketing, 34 (2), 175-194.
• • ISLAM, M. Z., LOW, P. K. C., HASAN, I., (2013), Intention to use advanced mobile phone services (AMPS), Management Decision, 51 (4), 824-838.
• • KIM, M. J., CHUNG, N., LEE, C. K., PREIS, M. W., (2016), Why do Smartphone Shoppers Help Others on Websites? The Effects of Attachments on Reciprocal Altruism, Information Development, 32 (4), 920-936.
• • KING, W. R., HE, J., (2006), A meta-analysis of the technology acceptance model, Information & Management, 43, 740-755.
• • KO, E., KIM, E. Y., LEE, E. K., (2009), Modeling Consumer Adoption of Mobile Shopping for Fashion Products in Korea, Psychology & Marketing, 26, 669-687.
• • LAI, J. Y., DEBBARMA, S., ULHAS, K. R., (2012), An Empirical Study of Consumer Switching Behaviour towards Mobile Shopping: A Push-Pull-Mooring Model, International Journal of Mobile Communications 10 (4), 386-404.
• • LEE, H. J., (2016), The Role of Regulatory Focus in Online & Mobile Shopping: Focused on Shopping Motivation and Information Quality, Academy of Marketing Studies Journal, 20, 138.
• • LEE, T. R., CHEN, S. Y., WANG, S. T., CHANG, S., (2009), Adoption of Mobile Location-Based Services with Zaltman Metaphor Elicitation Techniques, International Journal of Mobile Communications, 7 (1), 117-132.
• • MOLINILLO, S., VIANO-PASTOR, A., (2015), El Papel Del Smartphone En La Experiencia De Compra Offline, Dos Algarves: A Multidisciplinary e-Journal, 26 (2), 68-86.
• • ÖZDAMAR, K., (2016), Ölçek ve Test Geliştirme Yapısal Eşitlik Modellemesi, Eskişehir: Nisan Kitabevi.
• • PAVLOU, P. A., (2003), Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model, International Journal of Electronic Commerce, 7 (3), 101-134.
• • PERSAUD, A., AZHAR, I., (2012), Innovative Mobile Marketing Via Smartphones: Are Consumers Ready?, Marketing Intelligence & Planning 30 (4), 418-443.
• • SHAW, N., (2014), The Mediating Influence of Trust in the Adoption of the Mobile Wallet, Journal of Retailing and Consumer Services, 21 (4), 449-459.
• • TÜSİAD, (2017), Dijitalleşen Dünyada Ekonominin İtici Gücü: e-Ticaret, Nisan 2017, TÜSİAD-T/2017, 04-587, Tepebaşı/İstanbul.
• • VERKASALO, H., (2010), Analysis of Smartphone User Behavior, Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR), 2010 Ninth International Conference on, 258-263.
• • VOROPANOVA, E., (2015), Conceptualizing Smart Shopping with a Smartphone: Implications of the Use of Mobile Devices for Shopping Productivity and Value, The International Review of Retail, Distribution and Consumer Research 25 (5), 529-550.
• • WALTERS, C. G., (1974), Consumer Behavior Theory and Practice, Richard Irwin, Revised Edition, Homewood.
• • WU, J. H., WANG, S. C., (2005), What Drives Mobile Commerce? An Empirical Evaluation of the Revised Technology Acceptance Model, Information & Management, 42, 719-729.
• • YANG, K., (2012), Consumer Technology Traits in Determining Mobile Shopping Adoption: An Application of the Extended Theory of Planned Behaviour, Journal of Retailing and Consumer Services 19 (5), 484-491.
• • YANG, K., KIM, H.Y., (2012), Mobile Shopping Motivation: An Application of Multiple Discriminant Analysis, International Journal of Retail & Distribution Management, 40 (10), 778-789.
• • ZEITHAML, V. A., (1988), Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22.