Examining the Effect of Mobile Shopping Convenience on Customer Satisfaction and Impulsive Buying

Yıl 2025, Cilt: 11 Sayı: 2, 547 - 561, 31.07.2025

İbrahim Bozacı

https://doi.org/10.31592/aeusbed.1653021

Öz

Nowadays, online shopping is increasingly being done through mobile applications. Findings on the online shopping convenience and effects of it are widespread. On the other hand, research on shopping through mobile application as a type of online shopping, convenience of these shopping and its effects is limited. In this research, the effects of shopping convenience through mobile applications on customer satisfaction and impulsive buying are examined. In this direction, primary data was collected by conducting a survey with vocational high school students. As a result of the analysis of the obtained data, it was determined that shopping convenience in mobile applications positively affects customer satisfaction and impulsive purchasing. In addition, it was understood that the shopping convenience through mobile application indirectly affects impulsive purchasing with customer satisfaction or customer satisfaction plays a mediating role in this effect. Finally, the research findings were interpreted and suggestions were developed for businesses and researchers.

Anahtar Kelimeler

Mobile shopping , shopping convenience , impulse buying.

Mobil Alışveriş Kolaylığının, Müşteri Memnuniyeti ve Dürtüsel Satın Almaya Etkisinin İncelenmesi

Öz

Günümüzde internet üzerinden yapılan alışverişler giderek mobil uygulamalar aracılığıyla gerçekleştirilir hale gelmektedir. İnternet üzerinden yapılan alışverişlerde kolaylık ve bunun etkilerine yönelik bulgular yaygındır. Diğer taraftan internet üzerinden alışverişlerin bir türü olarak mobil uygulamalar aracılığıyla alışverişler, bu alışverişlerdeki kolaylık ve bunun etkilerine yönelik araştırmalar kısıtlıdır. Bu araştırmada mobil uygulama aracılığıyla alışverişlerde kolaylığın, müşteri memnuniyeti ve dürtüsel satın almaya etkileri incelenmektedir. Bu doğrultuda, meslek yüksekokulu öğrencileriyle anket uygulaması gerçekleştirilerek birincil veriler toplanmıştır. Elde edilen verilerin analizi neticesinde; mobil uygulama alışveriş kolaylığının müşteri memnuniyeti ve dürtüsel satın almayı pozitif etkilediği belirlenmiştir. Ayrıca mobil uygulama alışveriş kolaylığının, müşteri memnuniyeti aracılığıyla dürtüsel satın almayı dolaylı olarak etkilediği veya müşteri memnuniyetinin bu etkide aracı rol üstlendiği anlaşılmıştır. Son olarak araştırma bulguları yorumlanmış, işletme ve araştırmacılara öneriler geliştirilmiştir.

Anahtar Kelimeler

Mobil alışveriş , alışveriş kolaylığı , dürtüsel satın alma.

Etik Beyan

Araştırma kapsamında yönelik Kırıkkale Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurul’u tarafından 16.12.2024 tarihli 12 oturum nolu toplantısında etik uygunluk kararı verilmiştir. Araştırmanın her aşamasında “Yükseköğretim Kurumları Bilimsel Araştırma ve Yayın Etiği Yönergesi”nde belirtilen tüm kurallara uyulmuştur. Yönergenin “Bilimsel Araştırma ve Yayın Etiğine Aykırı Eylemler” başlığı altında belirtilen eylemlerden hiçbiri gerçekleştirilmemiştir. Bu çalışmanın yazım sürecinde etik kurallarına uygun alıntı yapılmış ve kaynakça oluşturulmuştur. Çalışma intihal denetimine tabi tutulmuştur.

Destekleyen Kurum

Araştırmada herhangi bir kurumdan destek alınmamıştır.

Teşekkür

Araştırma anketine katılanlara teşekkürler.

Kaynakça

• Abrahams, B. (1997). It’s all in the mind. Marketing, 27, 31–33.
• Almarashdeh, I., Eldaw, K. E., Jaradat, G.M., AlSamadi, M., Badawi, U.A., and Haddad, F. (2018). Search convenience and access convenience: the difference between website shopping and mobile shopping. International Journal of Economics and Statistics, 6, 58-61.
• Baron, R.M. and Kenny, D.A. (1986), The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Beatty, S. E., and Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169-191.
• Beauchamp, M. B., and Ponder, N. (2010). Perceptions of retail convenience for in-store and online shoppers. The Marketing Management Journal, 20(1), 49-65.
• Benoit, S., Klose, S., and Ettinger, A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. Journal of Services Marketing, 31(6), 527-538.
• Bressolles, G., Durrieu, F., and Giraud, M. (2007). The impact of electronic service quality's dimensions on customer satisfaction and buying impulse. Journal of Customer Behaviour, 6(1), 37-56.
• Bukidz, R. S. S., and Tielung, M. V. (2014). The effect of product involvement and social influence on online impulse buying of IBA students. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 1019-1027.
• Chan, T. K., Cheung, C. M., and Lee, Z. W. (2017). The state of online impulse-buying research: a literature analysis. Information & Management, 54(2), 204-217.
• Chang, C. C., and Tseng, A. H. (2014). The post-purchase communication strategies for supporting online impulse buying. Computers in Human Behavior, 39, 393-403.
• Chen, T., and Lee, M. C. (2015). Personality antecedents of online buying impulsiveness. Journal of Economics, Business and Management, 3(4), 425-429.
• Chen, W. J., and Teng, Y. (2011). Reason-factor for online impulsive buying. Advanced Materials Research, 204, 2049-2052.
• Chih, W. H., Wu, C. H. J., and Li, H. J. (2012). The antecedents of consumer online buying impulsiveness on a travel website: individual internal factor perspectives. Journal of Travel & Tourism Marketing, 29(5), 430-443.
• Chowdhury, R. (2023). Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator. SN Business & Economics, 3(29), 1-23.
• Colwell, S. R., Aung, M., Kanetkar, V., and Holden, A. L. (2008). Toward a measure of service convenience: multiple‐item scale development and empirical test. Journal of Services Marketing, 22(2), 160-169.
• Crafts, C. E. (2012). Impulse buying on the internet. Master’s Thesis, Agricultural and Mechanical College, The Department of Information Systems and Decision Sciences, Louisiana State University, Louisiana.
• Crosby, L. A., and Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411.
• Duarte, P., e Silva, S. C., and Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
• Erdogan, E., Griffiths, M., and Cati, K. (2023). Fear of Covid-19 and online shopping intention: the mediating role online shopping convenience. International Journal of Business and Management Studies, 4(12), 53-62.
• Farid, A. F. (2015). A study on the growing popularity and purchase of fashion product from online stores in India. International Journal of Research in Engineering and Technology, 4(8), 362-368.
• Ferreira, M. B. (2016). Measuring consumer perceptions of online shopping convenience. Master’s Thesis, Universidade Catolica Portuguesa, Portugal.
• Floh, A., and Madlberger, M. (2007). Measuring the antecedents of impulsive buying behavior on the WWW. Advances in Consumer Research, 34, 650-749.
• Gautam, V. (2018). Shopping convenience: a case of online retailing. Review of Professional Management, 16(1), 1-16.
• Jiang, L. A., Yang, Z., and Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
• Kaura, V., Prasad, D. C. S., and Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422.
• Kavak, B. (2008). Pazarlama Araştırmaları Tasarım ve Analiz. Ankara: Hacettepe Üniversitesi Yayınları.
• Lai, J. (2017). The comparative research on online impulsive buying behaviour between the UK and China. Journal of Residuals Science and Technology, 14(S1), S119-S124.
• Li, M., Dong, Z.Y., and Chen, X. (2011). Factors influencing consumption experience of mobile commerce: a study from experiential view. Internet Research, 22, 120-141.
• Li, J. G. T., Kim, J. O., and Lee, S. Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652.
• Lim, S. H., Lee, S., and Kim, D. J. (2017). Is online consumers’ impulsive buying beneficial for e-commerce companies? An empirical investigation of online consumers’ past impulsive buying behaviors. Information Systems Management, 34(1), 85-100.
• Lin, J., and Chuan, C. H. (2013). A study on youth online impulsive purchase: the relationship between individual difference, shopping environment, emotion response and purchase. Journal of Creative Communications, 8(2-3), 209-229.
• Mehrabian, A., and Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
• Pallikkara, V., Pinto, P., Hawaldar, I. T., and Pinto, S. (2021). Impulse buying behaviour at the retail checkout: An investigation of select antecedents. Business: Theory and Practice, 22(1), 69-79.
• Parboteeah, D. V. (2005). A model of online impulse buying: An empirical study. Doctoral Dissertation, Department of Information Systems, Washington State University.
• Pham, Q. T., Tran, X. P., Misra, S., Maskeliūnas, R., and Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(156), 1-14.
• Princes, E. (2019). Boosting impulse buying behavior in marketing management: customer satisfaction perspective. Polish Journal of Management Studies, 20(2), 403-413.
• Raman, P. (2019). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138-1160.
• Rezaei, S., Ali, F., Amin, M., and Jayashree, S. (2016). Online impulse buying of tourism products: the role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology, 7(1), 60-83.
• Rook, D.W., ve Fisher, R.J. (1995). Normative influences on impulsive buying behaviour. Journal of Consumer Research, 22(3), 305–313.
• Seiders, K., Voss, G. B., Godfrey, A. L., and Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35, 144-156.
• Shen, L., He, Y., Li, L. H., and Chau, K. W. (2020). Impacts of online shopping convenience and physical retail proximity on housing prices in Shenzhen, 2016–2018. Journal of Housing and the Built Environment, 35, 1157-1176.
• Sun, T., and Wu, G. (2011). Trait predictors of online impulsive buying tendency: a hierarchical approach. Journal of Marketing Theory and Practice, 19(3), 337-346.
• Tran, V. D. (2020). Assessing the relationship between perceived crowding, excitement, stress, satisfaction, and impulse purchase at the retails in Vietnam. Cogent Business & Management, 7(1), 1858525.
• Udo, G. J., Bagchi, K. K., and Kirs, P. J. (2010). An assessment of customers’e-service quality perception, satisfaction and intention. International Journal of Information Management, 30(6), 481-492.
• Verhagen, T., and Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information & Management, 48(8), 320-327.
• Weun, S., Jones, M. A., and Beatty, S. E. (1998). Development and validation of the impulse buying tendency scale. Psychological Reports, 82(3), 1123-1133.
• Widagdo, B., and Roz, K. (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395-405.
• Yakın N., and Farida, N. (2016). Effects of convenience online shopping and satisfaction on repeat-purchase intention among students of higher institutions in Indonesia. Journal of Internet Banking and Commerce, 21(2), 1-19.
• Zeqiri, J., Ramadani, V., and Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust. Economic Research-Ekonomska Istraživanja, 36(3), 1-21.
• Zhu, B., Kowatthanakul, S., and Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53-69.