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

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.

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