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HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?

Yıl 2019, Cilt: 41 Sayı: 1, 126 - 144, 12.07.2019
https://doi.org/10.14780/muiibd.582314

Öz

Nowadays, with the development of technology people’s lives have adapted to new situation and individuals have started to carry all the communication, socialization, banking, navigating and many other things they need through applications on their smart phones. The main purpose of this study is to examine the features of the mobile phone applications and the effects of these features on the brand value through users’ satisfaction. In this study, the utilitarian benefits, consist of application quality and application utility, hedonic benefits, consist of enjoyment and aesthetics, privacy risk, technicality, and perceived price were determined as the factors assume to have an impact on satisfaction directly, and brand equity correspondingly. All of the concepts used in this study were firstly analyzed with Exploratory Factor Analysis (EFA) and their reliability were measured. Afterwards, the model fit was tested with Confirmatory Factor Analysis (CFA) and path analysis. Out of 731 respondents, that were usable, 368 were selected for EFA and the remaining 363 were selected for CFA and path analysis, where dataset division was randomly performed with Bernoulli distribution. As a result, there were significant relationships between all concepts except the aesthetic dimension and privacy risk of the application.

Kaynakça

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Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Hüseyin Ekizler 0000-0001-5903-713X

Yayımlanma Tarihi 12 Temmuz 2019
Gönderilme Tarihi 1 Şubat 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 41 Sayı: 1

Kaynak Göster

APA Ekizler, H. (2019). HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 41(1), 126-144. https://doi.org/10.14780/muiibd.582314
AMA Ekizler H. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. Temmuz 2019;41(1):126-144. doi:10.14780/muiibd.582314
Chicago Ekizler, Hüseyin. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 41, sy. 1 (Temmuz 2019): 126-44. https://doi.org/10.14780/muiibd.582314.
EndNote Ekizler H (01 Temmuz 2019) HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41 1 126–144.
IEEE H. Ekizler, “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 41, sy. 1, ss. 126–144, 2019, doi: 10.14780/muiibd.582314.
ISNAD Ekizler, Hüseyin. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41/1 (Temmuz 2019), 126-144. https://doi.org/10.14780/muiibd.582314.
JAMA Ekizler H. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41:126–144.
MLA Ekizler, Hüseyin. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 41, sy. 1, 2019, ss. 126-44, doi:10.14780/muiibd.582314.
Vancouver Ekizler H. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41(1):126-44.