A STUDY ON CONSUMERS' INTENTIONS TO REUSE MOBILE APPAREL APPLICATIONS

Öz

To understand how hedonic shopping orientation affects the desire to reuse mobile applications, this study will examine the mediating role of the need for mobile app atmosphere as well as the moderating role of mobile irritation. 222 consumers who used mobile applications for their shopping provided information via an online survey. Process Macro testing was done on the research model. The test results indicate that there is a strong beneficial impact of hedonic shopping orientation on the intention to reuse mobile apps. Simultaneously, hedonic shopping orientation has a considerable impact on the intention to reuse mobile apps due to the positive mediating role of the need for mobile app atmosphere and the negative moderating influence of mobile irritation. This study presents implications for mobile app retailing and expands the field of research on mobile shopping behavior. Important information is also provided for mobile customers who have a hedonic shopping orientation.

Anahtar Kelimeler

• Mobile App Atmospherics
• Mobile Irritation
• Hedonic Shopping
• Intention to Reuse

Tüketicilerin Mobil Giyim Uygulamalarını Yeniden Kullanma Niyetleri Üzerine Bir Araştırma

Öz

Hedonik alışveriş yöneliminin mobil uygulamaları yeniden kullanma niyetini nasıl etkilediğini belirlemek amacıyla bu çalışmada, mobil uygulama atmosferine duyulan ihtiyacın aracılık rolü ve mobil antipatinin düzenleyici rolü incelenmektedir. Alışverişlerini mobil uygulamalarla yapan 222 tüketici, çevrimiçi anket aracılığıyla araştırmaya dahil edilmiştir. Araştırma modeli üzerinde Process Makro testleri yapılmıştır. Çalışma sonuçları, hedonik alışveriş yöneliminin mobil uygulamaları yeniden kullanma niyeti üzerinde güçlü ve olumlu bir rolü olduğunu göstermektedir. Buna ek olarak, hedonik alışveriş yöneliminin, mobil uygulama atmosferine duyulan ihtiyacın pozitif aracılık rolü ve mobil antipatinin negatif düzenleyici etkisi nedeniyle mobil uygulamaları yeniden kullanma niyeti üzerinde önemli bir etkiye sahip olduğu görülmüştür. Bu çalışma, mobil uygulama perakendeciliğine yönelik çıkarımlar sunmakta ve mobil alışveriş davranışına ilişkin araştırma alanını genişletmektedir. Ayrıca hedonik alışveriş yönelimine sahip mobil alışverişçiler için önemli bir içgörü sağlamaktadır.

Anahtar Kelimeler

• Mobil Uygulama Atmosferi
• Mobil Antipati
• Hedonik Alışveriş
• Yeniden Kullanma Niyeti

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