THE EFFECT OF MOBILE PROMOTIONS AND APPLICATION QUALITY ON CONSUMERS’ MOBILE BUYING IMPULSIVENESS: A CASE OF COMPARISON BETWEEN ZUBIZU AND HOPI

Öz

Today, digital consumers have adapted to the new world order and started to live their second life in mobile phones. Because everything has centralized over the mobile phones, marketing activities turned their face to the mobile marketing. Shopping activities of consumers moved to the mobile phones, therefore marketing promotions started to be mobile. This paper tries to surface the usage of mobile promotions and its effect on buying impulsiveness. In this research, the effect of sales promotions that appeal to both hedonic and utilitarian consumers and mobile application quality on consumers’ mobile buying impulsiveness is examined. In order to achieve this research objective, over many mobile applications which represents both hedonic and utilitarian consumers in Turkey, two commonly used applications are selected. In the results of the research, it was seen that impulsive buying behavior is extracted as two-dimensions; impulsive and suggestion based. According to the results, mobile promotions positively affect both impulsive and suggestion based buying, and the effect on impulsive buying is higher than suggestion based. On the other hand, although the application quality has no effect on impulsive purchasing, it has a positive effect on suggestion based buying behavior. Finally, in order to examine the regression differences between the selected applications, Hopi for utilitarian consumers, and Zubizu for hedonic consumers, research model were examined through structural equation model. According to this; as for the Zubizu application, application quality has more effect on impulsive buying behavior, and for the Hopi application, mobile promotions are more effective on impulsive buying. As a result, the application for hedonic consumption, impulsiveness acts according to the recommendations. On the other hand, the application for utilitarian consumptions are affected more in a manner of promotional activities.

Anahtar Kelimeler

• Mobile Promotions
• Mobile Application Quality
• Mobile Buying Impulsiveness

MOBİL PROMOSYONLARIN VE MOBİL UYGULAMA KALİTESİNİN TÜKETİCİLERİN MOBİL ANLIK SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ: ZUBİZU VE HOPİ KARŞILAŞTIRMASI ÖRNEĞİ

Öz

Günümüzde dijital tüketiciler yenidünya düzenine uyum sağlamış ve ikinci hayatlarını cep telefonlarında yaşamaya başlamıştır. Her şey cep telefonları üzerinde merkezileştiği için, pazarlama faaliyetleri yüzünü mobil pazarlamaya çevirmiştir. Tüketicilerin alışveriş faaliyetleri cep telefonlarına taşınmış, bu nedenle pazarlama promosyonları mobil olmaya başlamıştır. Bu makale, mobil promosyonların kullanımının anlık satın alma davranışı üzerindeki etkilerini ortaya çıkarmaya çalışmaktadır. Bu araştırmada, mobil uygulamalardaki hem hazcı hem de faydacı tüketicilere hitap eden satış promosyonlarının ve mobil uygulama kalitesinin, tüketicilerin mobil anlık satın alma davranışına etkisi incelenmiştir. Araştırma amacına ulaşmak için Türkiye’de kullanılan mobil promosyon uygulamaları arasında faydacı ve hazcı tüketicileri ayrı ayrı temsil edebilecek iki yaygın kullanılan uygulama seçilmiştir. Araştırma sonuçlarında anlık satın alma davranışı dürtüsel ve öneri bazlı olarak iki boyutlu olduğu görülmüştür. Mobil promosyonların anlık satın alma boyutlarından ikisini de olumlu yönde etkilerken, dürtüsel satın almayı daha fazla etkilediği incelenmiştir. Öte yandan uygulama kalitesi ise dürtüsel satın alma üzerinde etkisi saptanmamış olmasına rağmen öneri bazlı satın alma davranışı üzerinde etkisi olduğu gözlemlenmiştir. Son olarak, seçilen uygulamalardan faydacı tüketicilere yönelik olan Hopi ve hazcı tüketicilere yönelik olan Zubizu arasındaki farkların incelenmesi için araştırma modeli yapısal eşitlik modeli üzerinden regresyon farkları incelenmiştir. Buna göre; Zubizu uygulaması için anlık satın alma davranışına uygulama kalitesi daha fazla etki ederken, Hopi uygulamasında mobil promosyonların daha etkili olduğu sonucu ortaya çıkmıştır. Sonuç olarak, hedonik tüketime yönelik geliştirilen mobil uygulamalarda tüketicilerin uygulamaların önerilerine göre hareket ettiği görülürken, öte yandan faydacı tüketime odaklı uygulamalarda tüketicilerin promosyonlara odaklı olduğu gözlemlenmiştir.

Anahtar Kelimeler

• Mobil Promosyonlar
• Mobil Uygulama Kalitesi
• Mobil Anlık Satın Alma Davranışı

Kaynakça

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