Smart Shopping Experience of Customers Using Mobile Applications: A Field Research in Karabuk/Turkey

Öz

Today, stores equipped with smart retailing technologies (SRT) are evolving and new trends affect consumer behaviors. Customers more frequently have smart shopping experiences (SSE) using mobile applications which offers smart retailing technologies. The main purpose of this study is to analyze the effects of smart shopping experience of customers using mobile apps, on customer satisfaction and shopping productivity. In this study face to face survey method was used where a total of 310 questionnaires were obtained and analyzed. Structural model was tested by using explanatory and confirmatory factor analysis. Analysis shows consumers are satisfied using mobile shopping applications in the context of smart shopping experience (SSE). Also SSE strongly affects shopping productivity.

Anahtar Kelimeler

• Smart Shopping Experience,Smart Retailing Technology,Mobile Shopping Applications

Mobil Uygulama Kullanıcısı Müşterilerin Akıllı Alışveriş Deneyimleri: Karabük İlinde Yapılan Bir Alan Araştırması

Öz

Günümüzde akıllı alışveriş teknolojileri kullanan mağazalar giderek çoğalmakta ve gelişmekte, bu teknolojilerle ortaya çıkan yeni eğilimler müşteri davranışlarını etkilemektedir. Müşteriler artık akıllı alışveriş teknolojilerini kullanmaya elverişli mobil uygulamaları kullanarak daha fazla akıllı alışveriş deneyimi yaşamaktadırlar. Bu araştırmanın amacı alışverişlerinde mobil uygulamaları kullanan müşterilerin yaşadıkları akıllı alışveriş deneyimlerinin müşteri tatmini ve alışveriş verimliliği üzerindeki etkisinin incelenmesidir.

Toplamda 310 adet anketin analiz edildiği bu çalışmada yüzyüze anket metodu uygulanmıştır. Yapısal model açıklayıcı ve doğrulayıcı faktör analizleriyle test edilmiştir. Yapılan analizler sonucu mobil uygulamaları kullanarak akıllı alışveriş deneyimi yaşayan müşterilerin tatmin seviyesinin yüksek olduğu anlaşılmıştır. Ayrıca akıllı alışveriş deneyimi alışveriş verimliliğini güçlü bir düzeyde etkilemektedir.

Anahtar Kelimeler

• Akıllı Alışveriş Deneyimi,Akıllı Alışveriş Teknolojisi

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