Mobil Alışveriş Uygulamalarında Satın Alma ve Yeniden Kullanım Niyetine Yön Veren Faktörler

Öz

Mobil cihaz kullanımı, tüketicilerin mobil araçları kullanarak online alışveriş yapmasına imkan tanımaktadır. Bu nedenle, bu çalışmanın amacı, tüketicilerin çevrimiçi satın alma niyeti için müşterilerin mobil alışveriş davranışlarını etkileyen faktörleri algılanan risk, algılanan fayda ve algılanan maliyet boyutlarından faydalanarak açıklamaktır. Bu çalışmanın diğer amacı ise tüketicilerin mobil uygulama aracılığıyla yeniden alışveriş yapma niyetini tahminlemektir. Hipotezleri test etmek amacıyla online anket kullanılarak 290 Türk kullanıcıdan veri elde edilmiştir. Verilerin analizi için SPSS 26 istatistik paket programı kullanılmıştır. Bu çalışmanın sonuçları, algılanan risk, algılanan fayda ve algılanan maliyet değeri değişkenlerinin, tüketicilerin mobil uygulamaları kullanırken satın alma niyetini doğrudan ve önemli ölçüde etkilediğini ortaya koymuştur. Regresyon analizi sonuçlarına göre model, satın alma niyetindeki varyansın %27,4’ünü açıklamaktadır (R² = 0,274). Bu çalışma, satın alma ve yeniden kullanım niyetlerini birlikte ele alarak mobil alışveriş literatürüne özgün bir katkı sunmaktadır. Ayrıca, algılanan risk, fayda ve maliyet değişkenlerini bütüncül biçimde incelemekte ve yeniden kullanım niyetinin analizinde lojistik regresyon yöntemini kullanarak yönteme dayalı bir katkı da sağlamaktadır. Sonuç olarak, lojistik analizi sonuçlarına göre bu değişkenlerle müşterilerin gelecekteki mobil alışverişi güvenli bulma oranı %84,8’dir. Tüm bu bulgular, kullanıcılara değer sağlayacak uygulamalar oluşturmak için uygulama geliştiricilerine, pazarlamacılarına ve araştırmacılara önemli bilgiler sağlayacaktır.Anahtar kelimeler: Mobil uygulama, mobil ticaret, tüketici davranışı Jel Kodu: M31,M10

Anahtar Kelimeler

• Mobil uygulama
• mobil ticaret
• tüketici davranışı

Factors Influencing Purchase and Reuse Intentions in Mobile Shopping Applications

Öz

Customers can do online purchasing with the use of mobile devices. Thus, this paper aims to determine the factors affecting customers’ mobile shopping behaviors for online purchasing intention regarding perceived risk, perceived usefulness, and perceived cost value, but also the re-use intention in using mobile shopping apps. SPSS Statistics 26 software was used to analyze data collected from 290 Turkish consumers to test the hypotheses. The results of this study have revealed that the variables of perceived risk, perceived usefulness, and perceived cost value directly and significantly affected the consumers’ purchase intention in using the mobile apps. Regression results indicate that the model explains 27.4% of the variance in purchase intention (R² = 0.274). This study offers an original contribution to the mobile shopping literature by considering purchase and reuse intentions together. It also examines the variables of perceived risk, perceived usefulness, and cost holistically. It provides a method-based contribution by using the logistic regression method in the analysis of reuse intention. In addition, logistic regression analysis showed the rate of finding mobile shopping safe is 84.8% for customers. These findings will provide important insights to app developers, marketers, and researchers to create apps that will deliver value to users. Keywords: Mobile application, mobile commerce, consumer behavior Jel Codes: M31,M10

Anahtar Kelimeler

• Mobile application
• Mobile commerce
• Consumer behavior

Kaynakça

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