The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness
Öz
Mobile shopping context has affected marketing and
sales strategies dramatically. Businesses should be technologically oriented to
reach mobile consumers effectively and observe their shopping behaviors.
Consumers like to share their comments about their mobile shopping experience
through social media and reflect their satisfaction by emitting word of mouth
(WOM). Mobile shopping effectiveness is the consumers’ satisfaction level derived
from pre-shopping expectations and the actual mobile shopping experience. In
this research it is aimed to analyze the impact of customer satisfaction from
mobile shopping experience on their WOM intentions and effective shopping perceptions.
Within this context a questionnaire was
applied to 295 mobile shopping application users who were selected according to
convenience sampling method. Hypotheses have been tested through the structural
equation modelling. According to research findings, customer satisfaction has a
meaningful, positive and strong impact on customers’ WOM intentions and their
shopping effectiveness perceptions.
Anahtar Kelimeler
Kaynakça
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