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Tüketicilerin Mobil Pazarlama Faaliyetlerini Benimsemesi: Üniversite Öğrencileri Üzerine Bir Araştırma

Yıl 2012, Cilt: 17 Sayı: 1, 181 - 198, 01.03.2012

  Yrd.Doç.Dr.Alpaslan Yüce Arş.gör.arzu Deniz Arş.Gör.Leyla Gödekmerdan

Öz

Anahtar Kelimeler

-

Kaynakça

  • 1. ALKAYA, Alkan, (2007), Mobil Kanallar Yoluyla Pazarlama İletişim Süreci Ve Üniversite Öğrencilerinin Mobil Pazarlamaya İlişkin Tutumlarına Yönelik Bir Araştırma, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir
  • 2. ANWAR, Syed Tariq,(2003), “Vodafone And The Wireless İndustry: A Case İn Market Expansion And Global Strategy”, The Journal of Business & Industrial Marketing, Vol. 18, No. 2/3, 270-288
  • 3. BALASUBRAMANIAN, Sridhar, Peterson A. Robert, Jarvenpaa L. Sirkka, (2002), “Exploring The İmplications of M-Commerce for Markets And Marketing”, Academy of Marketing Science. Journal, Vol. 30, No.4, 348-361
  • 4. BAUER Hh, Reichardt T, Barnes Sj, Neumann Mm, (2005). “Driving Consumer Acceptance of Mobile Marketing: A Theoretical Frame Work And Empirical Study”. Journal of Electronic Commerce Research,.Vol. 6, No.3, 181-192.
  • 5. CLARKE, Irvine,(2001), “Emerging Value Propositions For MCommerce” Journal of Business Strategies, Vol. 18, No. 2, 133-147
  • 6. CONDOS, Chris; James, Anne; Every, Peter; Simpson, Terry,(2002), “Ten Usability Principles For The Development Of Effective Wap And M-Commerce Services”, Aslib Proceedings, Vol. 54, No.6, 345-355
  • 7. FLYNN, L, ve Goldsmith, R. (1999). “A Short, Reliable Measure of Subjective Knowledge”, Journal of Business Research, Vol. 46, No. 1, 57-66.
  • 8. GOLDSMITH, R.E., Hofacker, C.F, (1991), “Measuring Consumer Innovativeness”, Journal of The Academy of Marketing Science, Vol 19, No.3, 209-221
  • 9. GREWAL, R., Raj, M., Kardes, F.R. (2000). “The Role of Social Identity Function of Attitudes in Consumer Innovativeness And Opinion Leadership”, Journal of Economic Psychology, Vol.21, (May), 233–252
  • 10. HESS, Jeffrey S. (1995), .”Construction and Assessment of a Scale to Measure Consumer Trust”, Proceedings of the American Marketing Association Educators’, Conference, ed. B. Stern and G. Zinkhan, Chicago: American Marketing Association, Vol. 6, 20-26
  • 11. HESSELBORN, O. ve Fremuth, N., (2005), The Basic Book of Mobile Marketing, Best Practies and Results, (1st ed.). München: Ocean Seven Consulting.
  • 12. IM, S., B.L. Bayus and C.H. Mason, (2003)“An Empirical Study of Innate Consumer Innova-tiveness, Personal Characteristics, and NewProduct Adoption Behavior”, Journal of the Academy of Marketing Science, Vol. 31, No. 1, 61-73
  • 13. KAVASSALIS, P, Spyropoulou, N., Drossos D., Mitrokostas E., Gikas G., and Hatzistamatıou A., (2003). “Mobile Permission Marketing: Framing the Market Inquiry", International Journal of Electronic Commerce, Vol. 8, No. 1, 55-79,
  • 14. LEAVITT, C. ve J. Walton, (1975), “Development of a Scale for Innovativeness", Advances in Consumer Research, Vol.2, No. 1, 545- 555,
  • 15. MAO, En, Srite, Mark, Thatcher, Jason Bennett, Yaprak, Onur, (2005) “A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S and Turkey”, Journal of Global Information Technology Management, Vol.8, No. 4 7
  • 16. MIDGLEY D., Dowling, G.R. (1978). “Innovativeness: The Concept And Its Measurement”, Journal of Consumer Research, Vol. 4, 229-242
  • 17. MITCHELl, V.-W., (1999) “Consumer Perceived Risk: Conceptualisations and Models", Journal of Marketing, Vol. 33, No. 1, 163-196,
  • 18. MOREAU, P.C., D.R. Lehmann, ve A.B. Markman, (2001), “Entrenched Knowledge Structures and Consumer Response to New Products", Journal of Marketing Research, Vol. 38, No. 1, 14-30
  • 19. PAGANI, Margherita, (2004), “Determinants of Adoption of Third Generation Mobile Multimedia Services, Journal of Interactive Marketing”, Vol.18, No. 3, 46–59,
  • 20. POLLAY, R. W. ve Mittal, B. (1993). “Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising”, Journal of Marketing, Vol. 57, No. 3, 99–114
  • 21. RAJU, P.S. (1980), "Optimum Stimulation Level: Its Relationship to Personality Demographics, and Exploratory Behavior," Journal of Consumer Research, Vol., 7 (December), 272-282.
  • 22. SCHARL, Arno, Dıckinger ve Astrid Murphy, (2005), “Diffusion And Success Factors of Mobile Marketing”, Electronic Commerce Research and Applications, Vol.4, No. 2, 159-173
  • 23. SHIMP, T., ve Kavas, A. (1984). “The Theory of Reasoned Action Applied to Coupon Usage” , Journal of Consumer Research, Vol. 11, 795-810
  • 24. SHINTARO, Okazaki, (2005) "Mobile Advertising Adoption By Multinationals: Senior Executives’ Initial Responses", Internet Research, Vol. 15, No. 2, 160–180
  • 25. VARİNLİ, İnci ve Kahraman Çatı, (2008), Güncel Pazarlama Yaklaşımlarında Seçmeler, Detay Yayıncılık, Ankara

TÜKETİCİLERİN MOBİL PAZARLAMA FAALİYETLERİNİ BENİMSEMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2012, Cilt: 17 Sayı: 1, 181 - 198, 01.03.2012

  Yrd.Doç.Dr.Alpaslan Yüce Arş.gör.arzu Deniz Arş.Gör.Leyla Gödekmerdan

Öz

Bu araştırmada tüketicilerin mobil pazarlama faaliyetlerini benimsemesinde etkili olan faktörleri belirlemek amaçlanmıştır. Bu doğrultuda Marmara Üniversitesinde okuyan öğrencilere anket çalışması yapılmıştır. Elde edilen Verilerin analizinde tanımlayıcı istatistikler, doğrulayıcı faktör analizi ve Path analizi kullanılmıştır. Analiz Sonuçlarına göre tüketicilerin yenilikçilik düzeyleri mobil reklamlarla ilgili var olan bilgilerini; bilgi edinme davranışları ise bu reklamlara yönelik tutumlarını etkilemektedir. Ayrıca tüketicilerin var olan bilgi düzeyleri, mobil reklamlara yönelik tutumları ve algıladıkları faydan bu reklamları benimsemelerini etkilemektedir

Anahtar Kelimeler

Cep Telefonu Mobil İletişim Mobil Reklam Mobil Pazarlama

Kaynakça

  • 1. ALKAYA, Alkan, (2007), Mobil Kanallar Yoluyla Pazarlama İletişim Süreci Ve Üniversite Öğrencilerinin Mobil Pazarlamaya İlişkin Tutumlarına Yönelik Bir Araştırma, Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir
  • 2. ANWAR, Syed Tariq,(2003), “Vodafone And The Wireless İndustry: A Case İn Market Expansion And Global Strategy”, The Journal of Business & Industrial Marketing, Vol. 18, No. 2/3, 270-288
  • 3. BALASUBRAMANIAN, Sridhar, Peterson A. Robert, Jarvenpaa L. Sirkka, (2002), “Exploring The İmplications of M-Commerce for Markets And Marketing”, Academy of Marketing Science. Journal, Vol. 30, No.4, 348-361
  • 4. BAUER Hh, Reichardt T, Barnes Sj, Neumann Mm, (2005). “Driving Consumer Acceptance of Mobile Marketing: A Theoretical Frame Work And Empirical Study”. Journal of Electronic Commerce Research,.Vol. 6, No.3, 181-192.
  • 5. CLARKE, Irvine,(2001), “Emerging Value Propositions For MCommerce” Journal of Business Strategies, Vol. 18, No. 2, 133-147
  • 6. CONDOS, Chris; James, Anne; Every, Peter; Simpson, Terry,(2002), “Ten Usability Principles For The Development Of Effective Wap And M-Commerce Services”, Aslib Proceedings, Vol. 54, No.6, 345-355
  • 7. FLYNN, L, ve Goldsmith, R. (1999). “A Short, Reliable Measure of Subjective Knowledge”, Journal of Business Research, Vol. 46, No. 1, 57-66.
  • 8. GOLDSMITH, R.E., Hofacker, C.F, (1991), “Measuring Consumer Innovativeness”, Journal of The Academy of Marketing Science, Vol 19, No.3, 209-221
  • 9. GREWAL, R., Raj, M., Kardes, F.R. (2000). “The Role of Social Identity Function of Attitudes in Consumer Innovativeness And Opinion Leadership”, Journal of Economic Psychology, Vol.21, (May), 233–252
  • 10. HESS, Jeffrey S. (1995), .”Construction and Assessment of a Scale to Measure Consumer Trust”, Proceedings of the American Marketing Association Educators’, Conference, ed. B. Stern and G. Zinkhan, Chicago: American Marketing Association, Vol. 6, 20-26
  • 11. HESSELBORN, O. ve Fremuth, N., (2005), The Basic Book of Mobile Marketing, Best Practies and Results, (1st ed.). München: Ocean Seven Consulting.
  • 12. IM, S., B.L. Bayus and C.H. Mason, (2003)“An Empirical Study of Innate Consumer Innova-tiveness, Personal Characteristics, and NewProduct Adoption Behavior”, Journal of the Academy of Marketing Science, Vol. 31, No. 1, 61-73
  • 13. KAVASSALIS, P, Spyropoulou, N., Drossos D., Mitrokostas E., Gikas G., and Hatzistamatıou A., (2003). “Mobile Permission Marketing: Framing the Market Inquiry", International Journal of Electronic Commerce, Vol. 8, No. 1, 55-79,
  • 14. LEAVITT, C. ve J. Walton, (1975), “Development of a Scale for Innovativeness", Advances in Consumer Research, Vol.2, No. 1, 545- 555,
  • 15. MAO, En, Srite, Mark, Thatcher, Jason Bennett, Yaprak, Onur, (2005) “A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S and Turkey”, Journal of Global Information Technology Management, Vol.8, No. 4 7
  • 16. MIDGLEY D., Dowling, G.R. (1978). “Innovativeness: The Concept And Its Measurement”, Journal of Consumer Research, Vol. 4, 229-242
  • 17. MITCHELl, V.-W., (1999) “Consumer Perceived Risk: Conceptualisations and Models", Journal of Marketing, Vol. 33, No. 1, 163-196,
  • 18. MOREAU, P.C., D.R. Lehmann, ve A.B. Markman, (2001), “Entrenched Knowledge Structures and Consumer Response to New Products", Journal of Marketing Research, Vol. 38, No. 1, 14-30
  • 19. PAGANI, Margherita, (2004), “Determinants of Adoption of Third Generation Mobile Multimedia Services, Journal of Interactive Marketing”, Vol.18, No. 3, 46–59,
  • 20. POLLAY, R. W. ve Mittal, B. (1993). “Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising”, Journal of Marketing, Vol. 57, No. 3, 99–114
  • 21. RAJU, P.S. (1980), "Optimum Stimulation Level: Its Relationship to Personality Demographics, and Exploratory Behavior," Journal of Consumer Research, Vol., 7 (December), 272-282.
  • 22. SCHARL, Arno, Dıckinger ve Astrid Murphy, (2005), “Diffusion And Success Factors of Mobile Marketing”, Electronic Commerce Research and Applications, Vol.4, No. 2, 159-173
  • 23. SHIMP, T., ve Kavas, A. (1984). “The Theory of Reasoned Action Applied to Coupon Usage” , Journal of Consumer Research, Vol. 11, 795-810
  • 24. SHINTARO, Okazaki, (2005) "Mobile Advertising Adoption By Multinationals: Senior Executives’ Initial Responses", Internet Research, Vol. 15, No. 2, 160–180
  • 25. VARİNLİ, İnci ve Kahraman Çatı, (2008), Güncel Pazarlama Yaklaşımlarında Seçmeler, Detay Yayıncılık, Ankara
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

  Yrd.Doç.Dr.Alpaslan Yüce Bu kişi benim

Arş.gör.arzu Deniz Bu kişi benim

Arş.Gör.Leyla Gödekmerdan Bu kişi benim

Yayımlanma Tarihi 1 Mart 2012
Yayımlandığı Sayı Yıl 2012 Cilt: 17 Sayı: 1

Kaynak Göster

APA Yüce, .Y., Deniz, A., & Gödekmerdan, A. (2012). TÜKETİCİLERİN MOBİL PAZARLAMA FAALİYETLERİNİ BENİMSEMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 17(1), 181-198.