Mobil Uygulamalardan Gelen Reklam Bildirimlerine Yönelik Tutumlarının Çevrimiçi Anlık Satın Alma Eğilimine Etkisi

Öz

Günümüzde akıllı telefonlar günlük hayatın vazgeçilmez bir parçası haline gelmiştir. Özellikle dijital yerliler olarak nitelendirilen Z kuşağına mensup bireyler akıllı telefonlarıyla diğer kuşaklara göre çok daha fazla vakit geçirmektedirler. Bu nedenle akıllı telefonlar, işletmelerin Z kuşağı tüketicilere ulaşması ve onlarla etkileşim kurması için cazip bir araç haline gelmiştir. Bu noktada akıllı telefonlarda kullanılabilen mobil uygulamalardan gelen reklam bildirimlerine yönelik tutumların araştırılması ve bu tutumların çevrimiçi anlık satın alma eğilimleri üzerindeki etkisinin ortaya çıkarılması önemlidir. Bu çalışmanın amacı, Z kuşağı tüketicilerinin mobil alışveriş uygulamalarının reklam bildirimlerine yönelik tutumlarının çevrimiçi anlık satın alma eğilimine etkisini incelemektir. Bu çalışma, akıllı telefonlarında en az bir mobil alışveriş uygulaması bulunan tüketicilerden toplanan anket verilerine dayanmaktadır. Bolu ilinde Z kuşağına mensup 269 genç Türk tüketiciden veri elde edilmiştir. Elde edilen bu veriler SPSS programı kullanılarak analiz edilmiştir. Bulgular, mobil uygulama reklam bildirimlerinin bilgilendirici, eğlendirici, güvenilir, teşvik edici ve kişiselleştirilmiş olması durumunda tüketicilerin çevrimiçi anlık satın alma eğilimleri üzerinde olumlu bir etkiye sahip olduğunu göstermektedir. Öte yandan mobil uygulama reklam bildirimleri rahatsız edici olduğunda tüketicilerin çevrimiçi anlık satın alma eğilimlerini de olumsuz yönde etkilemektedir. Araştırmanın bulguları, pazarlamacılara Z kuşağını hedef alan mobil uygulama reklamcılığının önemini anlama konusunda rehberlik sağlamaktadır.

Anahtar Kelimeler

• Mobil uygulama
• uygulama içi reklam bildirimleri
• anlık satın alma

The Effect Of Attitudes Towards Advertising Notifications Of Mobile Applications On Online Impulse Buying Tendency

Öz

Today, smartphones have become an indispensable part of daily life. Especially, individuals belonging to Generation Z, described as digital natives, spend much more time on their smartphones than other generations. Therefore, smartphones have become an attractive tool for businesses to reach and engage with Generation Z consumers. At this point, it is important to research attitudes towards mobile application advertisement notifications and to reveal the effect of these attitudes on online impulse buying tendencies. The purpose of this research is to examine the effect of Turkish consumers’ among Z generations attitudes towards advertising notifications of mobile shopping applications on online impulse buying tendency. This study builds on survey data collected from consumers who have at least a mobile shopping application on their smartphones. Data have been obtained from 269 young Turkish consumers who are the member of Z generation in Bolu province. These obtained data were analyzed using SPSS program. The findings indicate that when mobile application advertising notifications are informative, entertaining, credible, incentivised, personalised, they have a positive effect on consumers' online impulse buying tendencies. On the other hand, when mobile application advertising notifications are disruptive, they have a negative effect on consumers' online impulse buying tendencies. Findings of the study provides guidance for marketers to understand the importance of mobile app advertising targeted on Z generation.

Anahtar Kelimeler

• Mobile application
• in-app advertising notifications
• impulse buying

Kaynakça

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