MARKALARIN MOBİL UYGULAMALARININ SATIN ALMA EĞİLİMİ ÜZERİNE ETKİSİ VE STARBUCKS ÖRNEĞİ

Öz

Teknolojinin büyük ekranlardan sıyrılıp mobil cihazlara uyarlanmaya başlaması ile birlikte; akıllı telefon, bilgisayar, tablet, akıllı saat gibi mobil cihazlarda kullanım kolaylığı sağlayan mobil uygulamalar ve bu uygulamalarda geçirilen süreler de gitgide artış göstermiştir ve kullanım oranları hızla artmaya devam etmektedir. Bu sürece 2020 yılı itibarıyla küresel çaptaki Covid-19 salgınının etkileri de dahil olduktan sonra, mobil uygulamalar tüketicilerin hayatının daha da kritik bir parçası hâline gelmiştir. Her yaş grubundan tüketicinin kullanıyor olduğu bu cihaz ve uygulamalardaki etkinlik payını artırmak isteyen markalar; kendi mobil uygulamalarını geliştirmektedir. Bu uygulamaları rakiplerinden farklılaştırarak tüketici için cazip hâle getirme uğraşına girmekte ve bu anlamda mobil uygulamasını içeren bir pazarlama stratejisi geliştirmeyi amaç edinmektedir. Bütün bunlar ile tüketicinin ilgisini çekerek marka hakkında olumlu algılar ve sağladığı faydalar ile memnuniyet oluşturmak, zaman içerisinde gelişen müşteri bağlılığı ve marka değeri sayesinde tüketici ile arasında doğrudan bir köprü inşa etmek veya olanı güçlendirmek ve en nihayetinde bu çabayı satın alma davranışına dönüştürmek amaçlanmaktadır. Bu çalışmada markaların mobil uygulamaları ile tüketicinin satın alma eğilimi arasındaki ilişkinin incelenmesi amaçlanmıştır. Araştırmanın çıktılarını bir örnek üzerinden analiz etmek ve değerlendirebilmek adına, başarılı omni-channel pazarlama stratejisi içerisinde kendi mobil uygulamasını barındıran Starbucks markası ve markanın uygulamasını kullanan tüketiciler incelenmiştir.

Anahtar Kelimeler

• Mobil Pazarlama
• Mobil Uygulama
• Satın Alma Eğilimi
• Covid-19

THE EFFECT OF BRANDS’ MOBILE APPLICATIONS ON PURCHASE INTENTION AND STARBUCKS EXAMPLE

Öz

With the technology getting out of big screens and being adapted to mobile devices; mobile applications that provide ease of use in these devices such as smartphones, tablets, smart watches and the time spent in these applications have also increased gradually and their usage rates continue to increase rapidly. As of 2020, after the effects of the global Covid-19 pandemic are included in this process, mobile applications have become an even more critical part of consumers' lives. Brands that want to increase their share of efficiency in these devices and applications used by consumers of all age groups; develops its own mobile applications. They strive to make these applications attractive to consumers by differentiating them from their competitors and aims to develop a marketing strategy that includes mobile applications in this sense. With all these, it is aimed to create positive perceptions about the brand by attracting the attention of the consumer and to create satisfaction with the benefits it provides, to create a direct bridge with the consumer or to strengthen the existing one, thanks to the customer engagement and brand value that has developed over time, and ultimately to transform this effort into purchasing behavior. In this study, it is aimed to examine the relationship between brands’ mobile applications and consumer purchase intention. In order to analyze and evaluate the outputs of the research through an example, the Starbucks brand that has its own mobile application within the successful omni-channel marketing strategy and consumers who use the brand's application were examined.

Anahtar Kelimeler

• Mobile Marketing
• Mobile Application
• Purchase Intention
• Covid-19

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