Öz

The study aims to determine whether brand awareness and brand loyalty positively impact mobile application use. A quantitative approach was used to test the proposed model in this study. For this approach, firstly, a trial group was created, and the results were obtained. The participants who did not even use at least one of the travel applications were asked to answer the question, "Which features of the application would be more dominant in selecting the application?". In the study, Cronbach Alpha, Composite Reliability, and Compound Reliability were used for internal consistency, and these values were found to be higher than 0.70. According to the results, the mean-variance value obtained to evaluate validity was also greater than 0.50. Therefore, in the model, the brand and other identified factors have been shown to influence the use positively. In the literature, many factors have been examined within the framework of brands and mobile applications. However, in this study, the effect of factors related to the brand, which has not been researched before, on the use of mobile applications was investigated.

Anahtar Kelimeler

• Mobile applications in tourism
• Brand image
• Brand awareness
• Brand loyalty
• Use of information systems

BRAND IMPACT ON THE USE OF MOBILE APPLICATIONS

Öz

Bu araştırmanın amacı, marka bilinirliği ve marka sadakatinin mobil uygulama kullanımı üzerinde olumlu bir etkisinin olup olmadığını belirlemektir. Bu çalışmada önerilen modeli test etmek için nicel bir yaklaşım kullanılmıştır. Bu yaklaşım için öncelikle bir deneme grubu oluşturulmuş ve sonuçlar alınmıştır. Seyahat uygulamalarından en az birini bile kullanmayan katılımcılardan “Uygulamanın seçiminde uygulamanın hangi özellikleri daha baskın olur?” sorusuna yanıt vermeleri istenmiştir. Çalışmada iç tutarlılık için Cronbach Alfa, Bileşik Güvenirlik ve Bileşik Güvenirlik kullanılmış ve bu değerlerin 0.70'den büyük olduğu görülmüştür. Sonuçlara göre geçerliliği değerlendirmek için elde edilen ortalama varyans değeri de 0,50'den büyüktü. Dolayısıyla modelde markanın ve belirlenen diğer faktörlerin kullanımı olumlu yönde etkilediği gösterilmiştir. Literatürde marka ve mobil uygulamalar çerçevesinde birçok faktör incelenmiştir. Ancak bu çalışmada daha önce araştırılmamış marka ile ilgili faktörlerin mobil uygulama kullanımına etkisi araştırılmıştır.

Anahtar Kelimeler

• Turizmde mobil uygulamalar
• marka imajı
• marka bilinirliği
• marka bağlılığı
• Bilgi sistemlerinin kullanımı

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