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

Yıl 2021, , 825 - 851, 31.07.2021
https://doi.org/10.14783/maruoneri.804134

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.

Kaynakça

  • Agarwal, R., & Venkatesh, V. (2002). Assessing a firm's web presence: a heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168-186.
  • Agrebi, S., & Jallais, J. (2015). Explain the intention to use smart phones for mobile shopping. Journal of Retailing and Consumer Services, 16, 16-23.
  • Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235-256.
  • Alba, J., Lynch, J., Witz, V., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, 61(3), 38-53.
  • Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15-24.
  • Apple Insider. (2017, January 30). Retrieved from https://appleinsider.com/articles/17/01/30/starbucks-voice-recognition-barista-beta-starts-on-iphone-prior-to-wide-summer-rollout.
  • BBC News Services. (2017, November 11). Retrieved from https://www.bbc.com/news/world-asia-china-41954591.
  • Boschetti, R. I., Perin, M. G., Barcellos, M. D., Sampaio, C. H., & Basso, K. (2017). Non-monetary sales promotion effects on credit cards. Journal of Financial Services Marketing, 22(1), 3-13.
  • Buil, I., De Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
  • Business Wire. (2017, November 11). Retrieved from https://www.businesswire.com/news/home/20171019005594/en/Alibaba-Group-Launches-2017-11.11-Global-Shopping.
  • Campbell, L., & Diamond, W. D. (1990). Framing and sales Promotions: The characteristics of a “Good Deal”. Journal of Consumer Marketing, 7(4), 25-31.
  • Carter, B. (2017, November 15). Blog access development. Retrieved from https://blog.accessdevelopment.com/ultimate-collection-coupon-statistics.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
  • Chandran, S., & Morwitz, V. G. (2006). The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.
  • Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2013). Sosyal bilimlerde SPSS’le veri analizi. İstanbul: Beta Yayınları.
  • Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & marketing, 20(2), 139-150.
  • Eroglu, S., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
  • Fang, Z., Gu, B., Luo, X., & Xu, Y. (2015). Contemporaneous and delayed sales impact of location-based mobile promotions. Information Systems Research, 26(3), 552-564.
  • Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439.
  • Forbes. (2019). Retrieved from https://www.forbes.com/sites/sergeiklebnikov/2019/11/11/alibabas-1111-singles-day-by-the-numbers-a-record-38-billion-haul/#7f15fb512772.
  • Forrester Research Inc. (2014). The state of digital coupons: How digital coupons are adapting to mobile and omnichannel. A Forrester Consulting Thought Leadership Paper.
  • Girardello, A., & Michahelles, F. (2010). Explicit and implicit ratings for mobile applications. GI Jahrestagung, 1, 606-612.
  • Hail, S. H., Hand, D. J., Sigmon, S. C., Badger, G. J., Meyer, M. C., & Higins, S. T. (2016). Using behavioral economic theory to increase use of effective contraceptives among opioid-maintained women at risk of unintended pregnancy. Preventive medicine, 92, 62-97.
  • Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. (7th Edition). New Jersey: Prentice Hall.
  • Haubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21
  • Hung, M. C., Yang, S. T., & Hsieh, T. C. (2012). An examination of the determinants of mobile shopping continuance. International Journal of Electronic Business Management, 10(1), 29-37.
  • Internet World Stats. (2019). Retrieved from https://www.internetworldstats.com/emarketing.htm.
  • Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11(2), 109-117.
  • Köksal, Y. (2014). The efficiency of monetary and non-monetary sales promotions on brand preference; a case of Albanian GSM companies. Istanbul University Journal of the School of Business, 43(2), 319-331.
  • Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision support systems, 42(3), 1383-1401.
  • Liao, S. L., Shen, Y. C., & Chu, C. H. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274-284.
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51-87.
  • Loiacono, E., Chen, D., & Goodhue, D. (2002). WebQual TM revisited: predicting the intent to reuse a Web site. AMCIS 2002 Proceedings, 46, 301-309.
  • Lu, H. P., & Su, Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
  • Mani, M., Kavanagh, D. J., Hides, L., & Stoyanov, S. R. (2015). Review and evaluation of mindfulness-based iPhone apps. JMIR mHealth and uHealth, 3(3), 1-10. doi: 10.2196/mhealth.4328.
  • Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.
  • Palazn-Vidal, M., & Delgado-Ballester, E. (2005). Sales promotions effects on consumer-based brand equity. International Journal of market research, 47(2), 179-204.
  • Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information systems research, 20(1), 60-78.
  • Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. New York: St. Martin's Press.
  • Rook, D., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.
  • Scarpi, D. (2012). Work and fun on the internet: the effects of utilitarianism and hedonism online. Journal of interactive marketing, 26(1), 53-67.
  • Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: a synthesis and prognosis. Journal of interactive marketing, 23(2), 118-129.
  • Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
  • Siau, K., & Shen, Z. (2003). Mobile communications and mobile services. International Journal of Mobile Communications, 1(1-2), 3-14.
  • Statcounter. (2016, November 1). Retrieved from http://gs.statcounter.com/press/mobile-and-tablet-internet-usage-exceeds-desktop-for-first-time-worldwide
  • Statista. (2017). The Statistics Portal. Retrieved from https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/
  • Stoyanov, S. R., Hides, L., Kavanagh, D. J., & Wilson, H. (2016). Development and validation of the user version of the mobile application rating scale (uMARS). JMIR mHealth and uHealth, 4(2), 1-5.
  • Stoyanov, S. R., Hides, L., Kavanagh, D. J., Zelenko, O., Tjondronegoro, D., & Mani, M. (2015). Mobile app rating scale: a new tool for assessing the quality of health mobile apps. JMIR mHealth and uHealth, 3(1), 1-9.
  • Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320-327.
  • Ward, M. R. (2001). Will online shopping compete more with traditional retailing or catalog shopping?. Netnomics, 3(2), 103-117.
  • Webrazzi. (2018, April 17). Retrieved from https://webrazzi.com/2018/04/17/pgnin-gencleri-hedefleyen-banabak-uygulamasinin-detaylari-paylasildi/
  • Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32-56.
  • Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.
  • Yan, B., & Chen, G. (2011). AppJoy: personalized mobile application discovery. Proceedings of the 9th international conference on Mobile systems, applications, and services, June 2011. pp.113-126. doi: 10.1145/1999995.2000007.
  • Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior. Journal of Retailing and Consumer Services, 19(5), 484-491.
  • Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-A critical survey of consumer factors in online shopping. Journal of Electronic commerce research, 8 (1), 41-62.

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

Yıl 2021, , 825 - 851, 31.07.2021
https://doi.org/10.14783/maruoneri.804134

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.

Kaynakça

  • Agarwal, R., & Venkatesh, V. (2002). Assessing a firm's web presence: a heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168-186.
  • Agrebi, S., & Jallais, J. (2015). Explain the intention to use smart phones for mobile shopping. Journal of Retailing and Consumer Services, 16, 16-23.
  • Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235-256.
  • Alba, J., Lynch, J., Witz, V., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, 61(3), 38-53.
  • Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34, 15-24.
  • Apple Insider. (2017, January 30). Retrieved from https://appleinsider.com/articles/17/01/30/starbucks-voice-recognition-barista-beta-starts-on-iphone-prior-to-wide-summer-rollout.
  • BBC News Services. (2017, November 11). Retrieved from https://www.bbc.com/news/world-asia-china-41954591.
  • Boschetti, R. I., Perin, M. G., Barcellos, M. D., Sampaio, C. H., & Basso, K. (2017). Non-monetary sales promotion effects on credit cards. Journal of Financial Services Marketing, 22(1), 3-13.
  • Buil, I., De Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
  • Business Wire. (2017, November 11). Retrieved from https://www.businesswire.com/news/home/20171019005594/en/Alibaba-Group-Launches-2017-11.11-Global-Shopping.
  • Campbell, L., & Diamond, W. D. (1990). Framing and sales Promotions: The characteristics of a “Good Deal”. Journal of Consumer Marketing, 7(4), 25-31.
  • Carter, B. (2017, November 15). Blog access development. Retrieved from https://blog.accessdevelopment.com/ultimate-collection-coupon-statistics.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
  • Chandran, S., & Morwitz, V. G. (2006). The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.
  • Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2013). Sosyal bilimlerde SPSS’le veri analizi. İstanbul: Beta Yayınları.
  • Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & marketing, 20(2), 139-150.
  • Eroglu, S., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
  • Fang, Z., Gu, B., Luo, X., & Xu, Y. (2015). Contemporaneous and delayed sales impact of location-based mobile promotions. Information Systems Research, 26(3), 552-564.
  • Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425-439.
  • Forbes. (2019). Retrieved from https://www.forbes.com/sites/sergeiklebnikov/2019/11/11/alibabas-1111-singles-day-by-the-numbers-a-record-38-billion-haul/#7f15fb512772.
  • Forrester Research Inc. (2014). The state of digital coupons: How digital coupons are adapting to mobile and omnichannel. A Forrester Consulting Thought Leadership Paper.
  • Girardello, A., & Michahelles, F. (2010). Explicit and implicit ratings for mobile applications. GI Jahrestagung, 1, 606-612.
  • Hail, S. H., Hand, D. J., Sigmon, S. C., Badger, G. J., Meyer, M. C., & Higins, S. T. (2016). Using behavioral economic theory to increase use of effective contraceptives among opioid-maintained women at risk of unintended pregnancy. Preventive medicine, 92, 62-97.
  • Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. (7th Edition). New Jersey: Prentice Hall.
  • Haubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21
  • Hung, M. C., Yang, S. T., & Hsieh, T. C. (2012). An examination of the determinants of mobile shopping continuance. International Journal of Electronic Business Management, 10(1), 29-37.
  • Internet World Stats. (2019). Retrieved from https://www.internetworldstats.com/emarketing.htm.
  • Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11(2), 109-117.
  • Köksal, Y. (2014). The efficiency of monetary and non-monetary sales promotions on brand preference; a case of Albanian GSM companies. Istanbul University Journal of the School of Business, 43(2), 319-331.
  • Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision support systems, 42(3), 1383-1401.
  • Liao, S. L., Shen, Y. C., & Chu, C. H. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274-284.
  • Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51-87.
  • Loiacono, E., Chen, D., & Goodhue, D. (2002). WebQual TM revisited: predicting the intent to reuse a Web site. AMCIS 2002 Proceedings, 46, 301-309.
  • Lu, H. P., & Su, Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
  • Mani, M., Kavanagh, D. J., Hides, L., & Stoyanov, S. R. (2015). Review and evaluation of mindfulness-based iPhone apps. JMIR mHealth and uHealth, 3(3), 1-10. doi: 10.2196/mhealth.4328.
  • Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.
  • Palazn-Vidal, M., & Delgado-Ballester, E. (2005). Sales promotions effects on consumer-based brand equity. International Journal of market research, 47(2), 179-204.
  • Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information systems research, 20(1), 60-78.
  • Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. New York: St. Martin's Press.
  • Rook, D., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.
  • Scarpi, D. (2012). Work and fun on the internet: the effects of utilitarianism and hedonism online. Journal of interactive marketing, 26(1), 53-67.
  • Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: a synthesis and prognosis. Journal of interactive marketing, 23(2), 118-129.
  • Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
  • Siau, K., & Shen, Z. (2003). Mobile communications and mobile services. International Journal of Mobile Communications, 1(1-2), 3-14.
  • Statcounter. (2016, November 1). Retrieved from http://gs.statcounter.com/press/mobile-and-tablet-internet-usage-exceeds-desktop-for-first-time-worldwide
  • Statista. (2017). The Statistics Portal. Retrieved from https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/
  • Stoyanov, S. R., Hides, L., Kavanagh, D. J., & Wilson, H. (2016). Development and validation of the user version of the mobile application rating scale (uMARS). JMIR mHealth and uHealth, 4(2), 1-5.
  • Stoyanov, S. R., Hides, L., Kavanagh, D. J., Zelenko, O., Tjondronegoro, D., & Mani, M. (2015). Mobile app rating scale: a new tool for assessing the quality of health mobile apps. JMIR mHealth and uHealth, 3(1), 1-9.
  • Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320-327.
  • Ward, M. R. (2001). Will online shopping compete more with traditional retailing or catalog shopping?. Netnomics, 3(2), 103-117.
  • Webrazzi. (2018, April 17). Retrieved from https://webrazzi.com/2018/04/17/pgnin-gencleri-hedefleyen-banabak-uygulamasinin-detaylari-paylasildi/
  • Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32-56.
  • Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.
  • Yan, B., & Chen, G. (2011). AppJoy: personalized mobile application discovery. Proceedings of the 9th international conference on Mobile systems, applications, and services, June 2011. pp.113-126. doi: 10.1145/1999995.2000007.
  • Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior. Journal of Retailing and Consumer Services, 19(5), 484-491.
  • Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model-A critical survey of consumer factors in online shopping. Journal of Electronic commerce research, 8 (1), 41-62.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makale Başvuru
Yazarlar

Yusuf Ozan Yıldırım 0000-0002-0346-2660

Azra Bayraktar Bu kişi benim 0000-0001-8215-6110

Yayımlanma Tarihi 31 Temmuz 2021
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Yıldırım, Y. O., & Bayraktar, A. (2021). THE EFFECT OF MOBILE PROMOTIONS AND APPLICATION QUALITY ON CONSUMERS’ MOBILE BUYING IMPULSIVENESS: A CASE OF COMPARISON BETWEEN ZUBIZU AND HOPI. Öneri Dergisi, 16(56), 825-851. https://doi.org/10.14783/maruoneri.804134

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