Hedonic, Utilitarian and Symbolic Drives Behind Place Check-in Activity of Mobile Consumers

Öz

Turkey with 67 million mobile subscribers is an important target market for mobile marketers. Check-in applications which is an important part of mobile marketing are the main subject of this study. The aim of the study is to measure the the impacts of hedonic, utilitarian and social motivations behind mobile check-in activity, along with the impact of familiarity with check-in application and socialiability level of a person. These impacts are examined over frequency of check-ins and loyalty to a specific mobile check-in application. The relationships were tested with Structural Equation Modeling (SEM) by using Amos 21 software program. The outcomes show positive effects of familiarity with check-in application on check-in frequency; hedonic, utilitarian, conspicuous values and socialiability on loyalty to a specific check-in application. The results of the study is believed to be helpful to mobile marketing managers in terms of crafting right marketing strategies in mobile environment. 

Anahtar Kelimeler

• Mobile marketing,Consumer behaviour,Location based applications,Check-in applications

Mobil Tüketicinin Yer Bildirimi Yapma Davranışında Hazcı, Faydacı ve Sosyal Motivasyonlar

Öz

67 milyon cep telefonu abonesi ile mobil pazarlama için önemli bir hedef pazardır. Bu araştırmanın ana konusu mobil pazarlamanın önemli bir parçası olan yer bildirimi (check-in) uygulamalarıdır. Çalışmanın amacı, mobil yer bildirimi yapma davranışına hazcı, faydacı ve sosyal motivasyonların etkileri ile beraber kişinin yer bildirimi uygulamasına olan aşinalığı ve sosyalleşebilirlik düzeyinin etkilerini ölçmektir. Bu etkiler, yer bildirimi yapma sıklığı ve belirli bir mobil yer bildirimi uygulamasına olan sadakat üzerinden incelenir. İlişkiler Yapısal Eşitlik Modellemesi (SEM) ile Amos 21 yazılım programı kullanılarak test edilmiştir. Sonuçlar, aşinalığın yer bildirimi yapma sıklığına; hazcı, faydacı, sosyal değerler ve sosyalleşebilirliğin ise belirli bir check-in uygulamasına olan sadakat üzerinde pozitif etkileri olduğunu göstermektedir. Çalışmanın sonuçlarının mobil pazarlama yöneticilerine mobil ortamda doğru pazarlama stratejileri hazırlamaları konusunda yardımcı olacağına inanılıyor.

Anahtar Kelimeler

• Mobil pazarlama,tüketici davranışı,lokasyon bazlı uygulamalar,yer bildirimi uygulamaları

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