ANALYZING THE ACCEPTANCE OF MOBILE APPLICATIONS SELLING FASHION PRODUCTS WITHIN THE CONTEXT OF UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY II

Öz

In the twenty-first century, as smartphones become an inseparable part of life, consumers’ buying behavior is directed towards mobile applications. Thus, it is crucial to analyze the factors affecting the acceptance of mobile applications. In this study, we aim to analyze consumer’s acceptance of mobile shopping applications selling fashion products in the context of Unified Theory of Acceptance and Use of Technology II. Based on the theory, it is considered that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonistic motivation, price value, and habit factors are found effective on repurchase intention. The data is collected from 401 consumers of mobile shoppers. As a result of the analysis, it is found that habit is the most effective factor on repurchase intention towards mobile shopping applications that sell fashion products. It is also concluded that the hedonistic motivation, effort expectancy, and price value factors have an impact on repurchase intention.

Anahtar Kelimeler

• Mobile Shopping Applications
• Unified Theory of Acceptance and Use of Technology II
• Technology Acceptance
• Intention to Buy
• Fashion Products

MODA ÜRÜNLERİ SATAN MOBİL ALIŞVERİŞ UYGULAMALARININ KABULÜNÜN BİRLEŞTİRİLMİŞ TEKNOLOJİ KABUL VE KULLANIM TEORİSİ II ÇERÇEVESİNDE İNCELENMESİ

Öz

Yirmi birinci yüzyılda akıllı telefonların hayatın ayrılmaz bir parçası haline gelmesi ile birlikte tüketicilerin satın alma davranışları mobil alışveriş uygulamalarına yönelmeye başlamıştır. Bu nedenle, tüketicilerin mobil alışveriş uygulamalarını benimsemelerinde etkili olan faktörlerin incelenmesi önemlidir. Bu araştırmada tüketicilerin moda ürünleri satan mobil alışveriş uygulamalarını benimsemelerinin Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi II çerçevesinde incelenmesi amaçlanmıştır. Çalışmada teori kapsamında etkili olduğu değerlendirilen performans beklentisi, çaba beklentisi, sosyal etki, kolaylaştırıcı koşullar, hazcı motivasyon, fiyat değeri ve alışkanlık faktörlerinin tekrar satın alma niyeti üzerindeki etkileri incelenmektedir. Araştırmanın verileri mobil alışveriş yapan 401 tüketiciden toplanmıştır. Analizlerin sonucunda alışkanlığın moda ürünleri satan mobil alışveriş uygulamalarının tekrar kullanılmasında en etkili faktör olduğu bulunmuştur. Hazcı motivasyon, çaba beklentisi ve fiyat değeri faktörlerinin de tekrar satın alma niyeti üzerinde etkili olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Mobil Alışveriş Uygulaması
• Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi II
• Teknoloji Kabul
• Satın Alma Niyeti
• Moda Ürünleri

Kaynakça

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