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

Yıl 2021, Cilt 16, Sayı 55, 286 - 310, 30.01.2021
https://doi.org/10.14783/maruoneri.741104

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.

Kaynakça

  • Afshan, S. & Sharif, A. (2016). Acceptance of Mobile Banking Framework in Pakistan. Telematics and Informatics. 33 (2), 370-387.
  • Alalwan, A. A., Dwivedi, Y. K. & Rana, N. P. (2017). Factors Influencing Adoption of Mobile Banking by Jordanian Bank Customers: Extending UTAUT2 with Trust. International Journal of Information Management. 37 (3). 99-110.
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  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P. & Algharabat, R. (2018). Examining Factors Influencing Jordanian Customers’ Intentions and Adoption of Internet Banking: Extending UTAUT2 with Risk. Journal of Retailing and Consumer Services. 40. 125-138.
  • Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Kizgin, H. & Patil, P. (2019). Consumer Use of Mobile Banking (M-Banking) in Saudi Arabia: Towards an Integrated Model. International Journal of Information Management. 44, 38-52.
  • Balasubramanian, S., Peterson, R. A. & Jarvenpaa, S. L. (2002). Exploring The Implications of M-Commerce for Markets and Marketing. Journal of The Academy of Marketing Science. 30 (4), 348-361.
  • Baptista, G. & Oliveira, T. (2015). Understanding Mobile Banking: The Unified Theory of Acceptance and Use of Technology Combined with Cultural Moderators. Computers in Human Behavior. 50, 418-430.
  • Bauer, H. H., Falk, T. & Hammerschmidt, M. (2006). eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research. 59, 866-875.
  • Bendall-Lyon, D. & Powers, T. L. (2004). The Impact of Structure and Process Attributes on Satisfaction and Behavioral Intentions. Journal of Services Marketing. 18(2), 114-121.
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  • Chen, L. Y. (2013). The Quality of Mobile Shopping System and Its Impact on Purchase Intention and Performance. International Journal of Managing Information Technology. 5 (2), 23-32.
  • Cheng, Y., Sharma, S., Sharma, P. & Kulathunga, K. M. M. C. B. (2020). Role of Personalization in Continuous Use Intention of Mobile News Apps in India: Extending The UTAUT2 Model. Information. 11 (33), 1-24.
  • Chopdar, P. K., Korfiatis, N., Sivakumar, V. J. & Lytras, M. D. (2018). Mobile Shopping Apps Adoption and Perceived Risks: A Cross-Country Perspective Utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behaviour. 86, 109-128.
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  • Dhiman, N. & Arora, N. (2018). Adoption of E-Recruitment Mobile Apps: A Study Based on UTAUT2 Framework. Journal of Organisation and Human Behaviour. 7 (2-3), 55-63.
  • Enginkaya, E. (2006). Elektronik Perakendecilik Elektronik Alışveriş. Ege Akademik Bakış Dergisi. 6 (1), 10-16.
  • Gao, T., Rohm, A. J., Sultan, F. & Pagani, M. (2013). Consumers Un-Tethered: A Three Market Empirical Study of Consumers’ Mobile Marketing Acceptance. Journal of Business Research. 66, 2536-2544.
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  • Heerink, M., Kröse, B., Wielinga, B. & Evers, V. (2009). Measuring The Influence of Social Abilities on Acceptance of an Interface Robot and A Screen Agent by Elderly Users. Proceedings of The British Computer Society Conference on HCI. 430-439.
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MODA ÜRÜNLERİ SATAN MOBİL ALIŞVERİŞ UYGULAMALARININ KABULÜNÜN BİRLEŞTİRİLMİŞ TEKNOLOJİ KABUL VE KULLANIM TEORİSİ II ÇERÇEVESİNDE İNCELENMESİ

Yıl 2021, Cilt 16, Sayı 55, 286 - 310, 30.01.2021
https://doi.org/10.14783/maruoneri.741104

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.

Kaynakça

  • Afshan, S. & Sharif, A. (2016). Acceptance of Mobile Banking Framework in Pakistan. Telematics and Informatics. 33 (2), 370-387.
  • Alalwan, A. A., Dwivedi, Y. K. & Rana, N. P. (2017). Factors Influencing Adoption of Mobile Banking by Jordanian Bank Customers: Extending UTAUT2 with Trust. International Journal of Information Management. 37 (3). 99-110.
  • App Annie, The State of the Turkish App Economy, 2018. https://s3.amazonaws.com/files.appannie.com/ presentations/1808+App+Annie+Turkish+Report+.pdf?mkt_tok=eyJpIjoiTTJOak5XWmlPVFF4Tm1SaCIsInQiOiIzNmNOSnhEZ1gzNGZwQ25oVjVoSXpqOFRSQWZGVjBibCtrdUVDbERmSEJmb1g3dGpCa0poSTBqTEtBb3hUXC9US1FuUzNtaVJxZG84cjAySGx5VlNyT2daWkVaR3FXcDE- 3OTN0UmdPQ25VZk5lcVJPTDc3aXJiajlLUWtxSVR5dWkifQ%3D%3D adresinden alındı.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P. & Algharabat, R. (2018). Examining Factors Influencing Jordanian Customers’ Intentions and Adoption of Internet Banking: Extending UTAUT2 with Risk. Journal of Retailing and Consumer Services. 40. 125-138.
  • Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Kizgin, H. & Patil, P. (2019). Consumer Use of Mobile Banking (M-Banking) in Saudi Arabia: Towards an Integrated Model. International Journal of Information Management. 44, 38-52.
  • Balasubramanian, S., Peterson, R. A. & Jarvenpaa, S. L. (2002). Exploring The Implications of M-Commerce for Markets and Marketing. Journal of The Academy of Marketing Science. 30 (4), 348-361.
  • Baptista, G. & Oliveira, T. (2015). Understanding Mobile Banking: The Unified Theory of Acceptance and Use of Technology Combined with Cultural Moderators. Computers in Human Behavior. 50, 418-430.
  • Bauer, H. H., Falk, T. & Hammerschmidt, M. (2006). eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research. 59, 866-875.
  • Bendall-Lyon, D. & Powers, T. L. (2004). The Impact of Structure and Process Attributes on Satisfaction and Behavioral Intentions. Journal of Services Marketing. 18(2), 114-121.
  • Can, A. (2017). SPSS ile Nicel Veri Analizi (5. Baskı). Ankara: Pegem Akademi Yayıncılık. Carlsson, C.,
  • Carlsson, J., Hyvönen, K., Puhakainen, J. & Walden, P. (2006). Adoption of Mobile Devices/Services – Searching for Answers with The UTAUT. Proceedings of the 39th Hawaii International Conference on System Sciences. 1-10.
  • Chen, L. Y. (2013). The Quality of Mobile Shopping System and Its Impact on Purchase Intention and Performance. International Journal of Managing Information Technology. 5 (2), 23-32.
  • Cheng, Y., Sharma, S., Sharma, P. & Kulathunga, K. M. M. C. B. (2020). Role of Personalization in Continuous Use Intention of Mobile News Apps in India: Extending The UTAUT2 Model. Information. 11 (33), 1-24.
  • Chopdar, P. K., Korfiatis, N., Sivakumar, V. J. & Lytras, M. D. (2018). Mobile Shopping Apps Adoption and Perceived Risks: A Cross-Country Perspective Utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behaviour. 86, 109-128.
  • Chung, I. K. & Lee, M. M. (2003). A Study of Influencing Factors for Repurchase Intention in Internet Shopping Malls. In Proceedings International Parallel and Distributed Processing Symposium. IEEE.
  • Coşkun, R., Altunışık, R. & Yıldırım, E. (2017). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamaları. Sakarya: Sakarya Yayıncılık.
  • Criteo Global Commerce Review, Q1, 2018 https://www.asymbo.com/55-of-online-transactions-in-europehappen-on-mobile-devices-criteo-2018/ adresinden alındı (22.06.2019).
  • Demirgünes, B. K. (2015). Satış Elemanının Etik Davranışı: Tüketici Algısının Güven, Memnuniyet ve Tekrar Satın Alma Davranışı Üzerindeki Etkisi. İş Ahlakı Dergisi. 8 (1), 5-46.
  • Dhiman, N. & Arora, N. (2018). Adoption of E-Recruitment Mobile Apps: A Study Based on UTAUT2 Framework. Journal of Organisation and Human Behaviour. 7 (2-3), 55-63.
  • Enginkaya, E. (2006). Elektronik Perakendecilik Elektronik Alışveriş. Ege Akademik Bakış Dergisi. 6 (1), 10-16.
  • Gao, T., Rohm, A. J., Sultan, F. & Pagani, M. (2013). Consumers Un-Tethered: A Three Market Empirical Study of Consumers’ Mobile Marketing Acceptance. Journal of Business Research. 66, 2536-2544.
  • Gupta, A. & Dogra, N. (2017). Tourist Adoption of Mapping Apps: A UTAUT2 Perspective of Smart Travellers. Tourism and hospitality management. 23 (2), 145-161.
  • Gupta, A., Dogra, N. & George, B. (2018). What Determines Tourist Adoption of Smartphone Apps?. Journal of Hospitality and Tourism Technology. 9 (1), 50-64.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis, A Global Perspective (7. Baskı). NJ: Pearson, Upper Saddle River.
  • Hansen, T. & Jensen, J. M. (2009). Shopping Orientation and Online Clothing Purchases: The Role of Gender and Purchase Situation. European Journal of Marketing. 43 (9/10), 1154-1170.
  • Heerink, M., Kröse, B., Wielinga, B. & Evers, V. (2009). Measuring The Influence of Social Abilities on Acceptance of an Interface Robot and A Screen Agent by Elderly Users. Proceedings of The British Computer Society Conference on HCI. 430-439.
  • Hellier, P. K., Geursen, G. M., Carr, R. A. & Rickard, J. A. (2003). Customer Repurchase İntention. European Journal of Marketing. 37 (11), 1762-1800.
  • Hew, J. J., Lee, V. H., Ooi, K. B. & Wei, J. (2015). What Catalyses Mobile Apps Usage Intention: An Empirical Analysis. Industrial Managment & Data Systems. 15 (7), 1269-1291.
  • Hsu, Y. W., Gardner, L. & Srinivasan, A. (2014). Exploring The Phenomenon of Consumer Repurchase Behaviours in Auction Websites. Twentieth Americas Conference on Information Systems, Savannah. 1-9.
  • Hubert, M., Blut, M., Brock, C., Backhaus, C. & Eberhardt, T. (2017). Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context. Psychology & Marketing. 34 (2), 175-194.
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Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Bölüm Makale Başvuru
Yazarlar

Elif KİZİR> (Sorumlu Yazar)
İSTANBUL ÜNİVERSİTESİ
0000-0002-9389-6074
Türkiye


Zehra BOZBAY>
İSTANBUL ÜNİVERSİTESİ
0000-0002-2728-8003
Türkiye

Yayımlanma Tarihi 30 Ocak 2021
Yayınlandığı Sayı Yıl 2021, Cilt 16, Sayı 55

Kaynak Göster

APA Kizir, E. & Bozbay, Z. (2021). MODA ÜRÜNLERİ SATAN MOBİL ALIŞVERİŞ UYGULAMALARININ KABULÜNÜN BİRLEŞTİRİLMİŞ TEKNOLOJİ KABUL VE KULLANIM TEORİSİ II ÇERÇEVESİNDE İNCELENMESİ . Öneri Dergisi , 16 (55) , 286-310 . DOI: 10.14783/maruoneri.741104

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Marmara Üniversitesi Sosyal Bilimler Enstitüsü

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