ÜNİVERSİTE ÖĞRENCİLERİNİN AKILLI TELEFON SATIN ALMA TERCİHLERİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

Öz

Gelişen teknolojinin etkilediği tüm sektörlerde olduğu gibi sosyal hayatta da teknolojinin beraberinde getirdiği bütün araçlara talep gün geçtikçe artmaktadır. Özellikle değişimlere karşı adaptasyonu daha kolay olan üniversite öğrencilerinin, iletişim ve bilişim teknolojilerine duyduğu merak ve ilgi, akıllı telefon gibi işlevselliği daha yüksek olan araçların tüketimini gittikçe arttırmaktadır. Bu bakış açısıyla, araştırmanın amacı üniversite öğrencilerinin akıllı telefon satın alma tercihlerini etkileyen faktörlerin belirlenmesidir. Araştırma kapsamında anket uygulaması yapılmış ve elde edilen veriler ışığında faktör analizi, korelasyon analizi ve regresyon analizi yapılarak analizler gerçekleştirilmiştir. Bulgulara göre üniversite öğrencilerinin akıllı telefon satın alma tercihlerini; ürün özellikleri, marka ve reklam çabalarının etkilediği ortaya çıkmıştır.

Anahtar Kelimeler

• Akıllı Telefon, Akıllı Telefon Satın Alma Tercihi

A STUDY ON DETERMINING PREFERENCES OF UNIVERSITY STUDENTS’ PURCHASING SMARTPHONE

Öz

Influences of emerging technologies in all sectors as well as in social life brought aboutpreferences for all devices is increasing more and more. Particularly, since universitystudents’ adaptation is easier than others, their curiosity and concern aboutcommunication and information technologies make the preferences of purchasing advancedtechnologic devices such as smartphones steadily enhanced. With this standpoint, the aimof this study is to determine preferences of university students’ purchasing smartphone. Inthe scope of this study, questionnaire was applied and factor analysis, correlation analysis,regression analysis were performed in the light of obtained data. According to findings, itwas found out that product features, brand and advertising efforts affected the preferencesof purchasing smartphones.

Anahtar Kelimeler

• Smartphone, Preferences Of Purchasing Smartphone

Kaynakça

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