A Success Story of Marketplace Mobile Application Adoption in a Turkish E-commerce Giant

Yıl 2024, , 1 - 18, 29.06.2024

Ecem Burçin Şahin , Aykut Turan

https://doi.org/10.47542/sauied.1425501

Öz

Aim: To present an example of a B2B mobile application that has been implemented and concluded as successfully by examining the practices identified in the literature in order to ensure application adaptation and increase application usage.
Method: As a case study with qualitative research methodology has been carried out to increase the user interaction of Hepsiburada marketplace mobile application, also literature research insights were examined and shared, analyzes and actions taken were detailed with the actual results.
Findings: Single criterion is not sufficient for mobile application adoption. the application name, descriptions and images in the application store, ensuring technical stability, continuous monitoring and analysis of user feedback, increasing satisfaction by providing solutions to user needs, the features offered on the desktop and application should be a whole and the push notifications frequency must be considered together.
Results: It has been proven that the insights mentioned in the literature match the outputs of analysis methods in this research.

Anahtar Kelimeler

App adoption, App engagement, Engagement behavior, B2B applications, Push notifications

Hepsiburada’nın B2B Mobil Uygulama Adaptasyonu Bir Başarı Hikayesi

Öz

Öz: Araştırmanın amacı; uygulama adaptasyonu sağlamak ve kullanımını artırmak için literatürde belirlenen pratiklerin incelenerek, gerçekleştirilmiş ve başarıyla sonuçlanmış bir B2B mobil uygulama örneğinin aktarılmasıdır.
Yöntem: Nitel araştırma yöntemi ile örnek bir vaka çalışması olarak Hepsiburada pazaryeri mobil uygulamasının kullanıcı etkileşimini artırmak için literatür araştırması iç görüleri incelenerek paylaşılmış, literatürü destekleyecek şekilde yapılmış analizler ve alınan aksiyonların gerçekleşen sonuçlarıyla birlikte detaylandırılması sağlanmıştır.
Bulgular: Uygulama tutundurma çalışmalarında tek bir kriterin yeterli olmadığı; uygulama mağazasında bulunan uygulama ismi, açıklamaları ve görselleri, teknik stabilitenin sağlanması, kullanıcı geri bildirimlerinin sürekli takip ve analiz edilmesi, kullanıcı ihtiyaçlarına çözüm sağlanarak memnuniyetin artırılması, masaüstünde sunulan özellikler ile uygulamada sunulan özelliklerin bir bütün olduğu ve anlık bildirimlerin sıklığının, kişiselleştirilmiş ve ilgi çekici ve kullanıcı yararına olması şartıyla uygulama adaptasyonu konusunda etkili faktörler olduğunu doğrulayan örnek bir vaka çalışması olmuştur.
Sonuç: Literatürde belirtilen çalışmalar ile bilişim sektöründe alışılagelmiş analiz yöntemlerinin çıktılarının örtüştüğü kanıtlanmıştır.

Anahtar Kelimeler

Mobil uygulama adaptasyonu, Mobil uygulama etkileşimi, B2B uygulama, Anlık bildirim

Kaynakça

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