MOBİL ALIŞVERİŞTE, AĞIZDAN AĞZA PAZARLAMANIN VE TÜKETİCİ MEMNUNİYETİNİN YAŞA GÖRE ETKİSİ

Yıl 2019, , 260 - 272, 31.07.2019

Ayşe Ece Ak

https://doi.org/10.33723/rs.573671

Cited By: 1

Öz

Türkiye’de
1990’lı yıllarda çok sınırlı alanda kullanılan İnternet zaman içerisinde
yaygınlaşmaya başlamış, günümüzde ise günlük hayatın bir parçası haline
gelmiştir. Önceki dönemlerde internete erişmek için kişisel dijital
yardımcılar, masaüstü ve dizüstü bilgisayarlar kullanılırken günümüzde akıllı
telefonlar ve tabletler üzerinden de internete erişim sağlanmaktadır. Bunun
yanı sıra, internetin yeniçağı şeklinde tanımlanan Web 2.0, tüketiciler için
onların yeni içerikler üretebilecekleri platformlar sunmuştur. Tüketiciler bu
platformlarda çeşitli konularla ilgili bilgi paylaşarak, birbiriyle etkileşimde
bulunmaya başlamışlardır. Böylece ağızdan ağza pazarlama (Word of Mouth
Marketing-WOMM) online platformlara taşınmış; tüketicilerin ürünler ve markalarla
ilgili konuşup, tecrübelerini paylaştıkları bir mecra meydana gelmiştir. Bu
çalışmada mobil alışverişte, ağızdan ağza pazarlamanın ve tüketici
memnuniyetinin yaşa göre etkisi incelenmiştir. Çalışmada girişten sonra ilk
kısımda, literatür çalışmasına ve metodolojiye yer verilmiş, teorik altyapı
incelenmiştir. İkinci kısımda, mobil alışverişte, ağızdan ağza pazarlamanın ve
tüketici memnuniyetinin yaşa göre etkisinin incelendiği araştırmanın
bulgularına yer verilmiştir. Sonuç bölümünde ise bulgular tartışılmıştır. Mobil
alışverişte, ağızdan ağza pazarlama ve memnuniyet arasındaki ilişki ve ilişkiyi
etkileyen faktörler tanımlanmıştır. Değişkenler arasındaki ilişkiyi ölçerken
örnek alışveriş sitesi olarak Türkiye’de en çok tercih edilen ve güvenilir olan
5 alışveriş sitesi ‘Hepsiburada.com, Trendyol, Morhipo, AliExpress, n11.com’
seçilmiştir (https://www.twentify.com). Çalışmanın sonucunda bulguların
değerlendirilmesiyle birlikte; mobil alışverişte, ağızdan ağza pazarlamanın ve
tüketici memnuniyetinin etkisinin yaşa göre farklılık gösterdiği sonucuna
ulaşılmıştır

Anahtar Kelimeler

Mobil Alışveriş, Tüketici Memnuniyeti, Ağızdan Ağza Pazarlama, Tüketici Memnuniyeti

The Effect of Word of Mouth Marketing (Womm) and Consumer Satisfaction by Age on Mobile Shopping

Öz

At the beginning of the
1990s, when the Internet is used in a very limited area in Turkey, it has
spread rapidly while today it has become a part of everyday life. Personal
digital assistants, desktops and laptops have been used to access the Internet
in the previous periods, while access to the internet is now available through
smart phones and tablets. In addition, Web 2.0, defined as the new era of the
internet, provided platforms for consumers to produce new content for them.
Consumers have begun to interact with each other by sharing information on
various issues in these platforms. Thus, mouth to mouth marketing (Word of
Mouth Marketing-WOMM) has been moved
to online platforms; a channel where consumers talk about products and brands
and share their experiences. In this study, the effect of mobile shopping,
mouth to mouth marketing and consumer satisfaction by age is examined. In the
first part of the study, literature study and methodology are given and the
theoretical background is examined. In the second part, the findings of the
study, which examines the effect of age on mobile shopping, mouth to mouth
marketing and consumer satisfaction by age. In the conclusion section, the
findings were discussed. The relationship between marketing and satisfaction
and the factors affecting the relationship are defined. The relationship
between the variables measuring sample shopping site as the most preferred and
reliable shopping site in Turkey 5 'Hepsiburada.com, Trendyol, Morhipo,
AliExpress, n11.com' is selected (https://www.twentify.com). As a result of the
study; It was concluded that the effect of mobile shopping, mouth to mouth
marketing and consumer satisfaction varied according to age.

Anahtar Kelimeler

Mobile Shopping, Word of Mouth Marketing, Consumer Satisfaction

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