MOBİL TİCARET UYGULAMALARINDA TÜKETİCİLERİN ANLIK SATIN ALMA DAVRANIŞININ İNCELENMESİ: AKIŞ DENEYİMİ VE TAKINTILI İNTERNET KULLANIMININ ARACI ROLÜ

Öz

Mobil ticaret uygulamalarında gerçekleşen satış hacmi hızla artmaktadır. Özellikle Covid-19 pandemisi tüketicilerin alışveriş davranışlarını önemli ölçüde değiştirmiştir. Ortaya çıkan değişim, çevirimiçi alışverişte büyük bir artışa yol açmıştır. Bu araştırmanın amacı, mobil ticaret uygulamalarında tüketicilerin anlık satın alma davranışını etkileyen faktörleri incelemektir. Bu kapsamda, mobil ticaret uygulamalarından alışveriş yapan 227 tüketiciden anket vasıtasıyla veri toplanmıştır. Toplanan veriler araştırma modeli kapsamında SmartPLS programı kullanılarak analiz edilmiştir. Analiz sonucunda mobil uygulama atmosfer ipuçlarının anlık satın alma davranışına etkisinde akış deneyimi ve takıntılı internet kullanımın aracı etkisi olduğu belirlenmiştir. Ayrıca akış deneyimi ve takıntılı internet kullanımının anlık satın alma davranışının anlamlı öncülleri olduğu sonucuna ulaşılmıştır. Araştırma sonucunda pazarlama literatürüne katkı sağlayacak çıkarımlar sunulmuştur.

Anahtar Kelimeler

• Anlık Satın Alma
• Akış Deneyimi
• Takıntılı İnternet Kullanımı
• Atmosfer İpuçları

EXAMINING CONSUMERS’ IMPULSIVE BUYING BEHAVIOR IN MOBILE COMMERCE APPLICATIONS: THE MEDIATING ROLE OF FLOW EXPERIENCE AND COMPULSIVE INTERNET USE

Öz

Sales volume in mobile commerce applications continues to increase rapidly. The impact of the Covid-19 pandemic, in particular, has significantly altered consumer shopping behavior. This change has led to a large increase in online shopping. Therefore, the aim of this research is to examine the factors influencing consumers' impulsive buying behavior in mobile commerce applications. Data was collected from 227 consumers who shopped through mobile commerce applications via surveys. The collected data was analyzed using the SmartPLS program within the framework of the research model. The analysis revealed that flow experience and compulsive internet use had a mediating effect on the influence of mobile application atmosphere cues on impulsive buying behavior. Furthermore, it was concluded that flow experience and compulsive internet use were significant antecedents of impulsive buying behavior. The research offers insights that will contribute to the marketing literature.

Anahtar Kelimeler

• Flow Experience
• Compulsive Internet Usage
• atmosphere cues

Kaynakça

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