Determining the Factors that Motive Consumers to Mobile Shopping

Öz

The purpose of this study is to examine the construct of mobile shopping whose popularity is on the increase day by day and the factors that motivate today's consumers towards mobile shopping. The study investigates the effects of convenience, usefulness, enjoyment, compatibility, security, privacy, trust and attitude toward mobile shopping on consumers’ mobile shopping intention. A questionnaire was administered to 452 consumers, who live in Turkey and had previously made a mobile purchase. The results were evaluated using structural equation modeling. Twelve of fifteen proposed hypotheses were accepted. Managerial implications and limitations were also provided

Anahtar Kelimeler

• Mobile Shopping, Mobile Shopping Intention, Mobile Commerce

Tüketicileri Mobil Alışverişe Yönlendiren Faktörlerin İncelenmesi

Öz

Bu çalışmanın amacı,popülaritesiher geçen gün artmakta olan mobil alışveriş olgusu ve günümüz tüketicilerini mobil alışverişe yönlendiren faktörlerin incelenmesidir. Çalışma kapsamında, mobil alışverişte kullanım kolaylığı, kullanışlılık, keyif alma, hayat tarzına uygunluk, güvenlik, gizlilik, güven ve mobil alışverişe karşı olan tutumun; tüketicilerin mobil alışveriş yapma niyeti üzerindeki etkileri incelenmiştir. Türkiye’de yaşayan, daha önce mobil alışveriş yapmış 452 tüketiciye anket uygulanmış olupsonuçlaryapısal eşitlik modellemesi ile değerlendirilmiştir. Önerilen 15 hipotezin 12’si kabul edilmiştir. Yönetimsel çıkarımlar ve kısıtlar verilmiştir.

Anahtar Kelimeler

• Mobil Alışveriş, Mobil Alışveriş Niyeti, Mobil Ticaret, Geliştirilmiş TAM

Kaynakça

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