Tüketicilerin Mobil Anlık Bildirimlere Tepkileri ve İmpulsif Satın Alma ile İlişkisinin Nitel Analizi

Öz

Amaç: Bu çalışma, online alışveriş platformlarının akıllı cep telefonları üzerinden tüketicilere gönderdikleri anlık bildirimlerle ilgili tüketici deneyimlerinin çeşitli yönlerini ve impulsif satın alma davranışları ile olası ilişkisini keşfetmeyi amaçlamaktadır. Yöntem: Nitel araştırma yöntemi çerçevesinde amaçlı örnekleme tekniğine dayalı olarak erişilen 17 katılımcıdan birincil veri elde edilmiştir. Katılımcılardan veriler yapılandırılmış görüşmeler vasıtasıyla, yapılandırılmış bir soru formu aracılığıyla toplanmıştır. Toplanan veriler betimsel analiz çerçevesinde belirli temalar altında değerlendirilmiştir. Bulgular: Analizler sonucunda elde edilen bulgular, online alışveriş platformları tarafından tüketicilere gönderilen anlık bildirimlerin içeriği, kişiselleştirilmişlik düzeyi, zamanlaması ve sıklığı gibi faktörlerin, kullanıcıların bildirimlere karşı olan tutumunu açık bir şekilde belirlediğini göstermiştir. Bildirimlere karşı olumlu tepki gösteren katılımcıların impulsif satın almaya dönük eğilimleri olabildiği anlaşılmıştır. Sonuç ve Katkılar: Araştırmada elde edilen bulgular doğrultusunda, online alışveriş uygulamalarından gelen, doğru bir biçimde tasarlanmış olan, doğru zamanlarda ve uygun sıklıkta anlık bildirimlerin tüketicilerin satın alma kararlarını etkileyebileceği, impulsif satın almaya yol açabileceği ve genel bir bağlamda kullanıcıların alışveriş tutumlarını belirleyebileceği anlaşılmaktadır. Elde edilen bu sonuçların literatüre ve online alışveriş pratiğine katkılar sunma potansiyeli bulunduğu düşünülmektedir. Sınırlılıklar: Araştırmada elde edilen bulguların ve erişilen sonuçların nitel araştırma metodolojisine dayandığını ve bu bulgulara dayanarak yapılan değerlendirmelerin 17 kişiden oluşan çalışma grubundan alınan verilerle sınırlı olduğunu dikkate almak gerekmektedir.

Anahtar Kelimeler

• İmpulsif Satın Alma
• Online Alışveriş
• Anlık Bildirimler
• Nitel Analiz
• Akıllı Telefon

Qualitative Analysis of Consumer’s Responses to Mobile Push Notifications and Its Relationship with Impulsive Purchasing

Abstract

Purpose: This study explores various aspects of consumer experiences related to instant notifications sent by online shopping platforms to consumers' smartphones and their potential relationship with impulsive buying behaviors. Methodology: Primary data were obtained from 17 participants accessed through purposive sampling within the framework of qualitative research methodology. Data from participants were collected via structured interviews using a structured questionnaire. The collected data were analyzed under the framework of descriptive analysis, focusing on specific themes. Findings: The findings from the analysis indicated that factors such as the content, level of personalization, timing, and frequency of instant notifications sent by online shopping platforms significantly influence users' attitudes toward these notifications. Participants who responded positively to the notifications exhibited tendencies towards impulsive buying. Implications: Based on the study’s findings, it is understood that well-designed, timely, and appropriately frequent instant notifications from online shopping applications can influence consumers' purchase decisions, potentially leading to impulsive buying behaviors and shaping users' overall shopping attitudes. These results are believed to contribute to the literature and online shopping practices by offering insights into how notifications can impact consumer behavior. Limitations: It should be noted that the study's findings and conclusions are based on qualitative research methodology, utilizing data obtained from a study group of 17 individuals. Therefore, evaluations based on these findings are limited to the scope of this participant sample.

Keywords

• Impulsive Purchasing
• Online Shopping
• Push Notifications
• Qualitative Analysis
• Smartphone

Kaynakça

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