AKILLI TELEFON ARACILIĞIYLA TÜKETİCİNİN BİLGİ ARAMA, İLETİŞİM VE SATIN ALMA DAVRANIŞLARINI ETKİLEYEN FAKTÖRLER: KIRIKKALE’DE BİR ALAN ARAŞTIRMASI

Yıl 2019, Sayı: 4, 87 - 111, 01.10.2019

İbrahim Bozacı , Yunus Bahadır Güler , Ertuğrul Karakaya

Öz

Günümüzde
insan hayatının önemli bir parçası haline gelen akıllı telefon, tüketici
davranışlarını da etkilemektedir. Akıllı telefon tüketimle ilgili bilgi arama,
iletişim veya alışverişi gerçekleştirme gibi amaçlar için kullanılabilmektedir.
Her ne kadar günlük hayatta akıllı telefonun kullanılma oranı yüksek olsa da,
tüketimle ilgili davranışlarda benzer yaygınlığın olmaması, akıllı telefon
aracılığıyla gerçekleştirilen tüketim davranışlarıyla ilişkili faktörlerin
neler olduğunun incelenmesini gerektirmektedir. Bu çalışmada, öncelikle akıllı
telefonla tüketim davranışlarını etkileyen faktörlerin neler olduğuna yönelik gerçekleştirilen
araştırmalar incelenmektedir. Ardından belirlenen değişkenler arasındaki
ilişkileri incelemede kullanmak üzere Kırıkkale ilinde Anket Yöntemiyle, bu araştırma
amaçlarına ulaşmada yararlanılan birincil veriler toplanmaktadır. Elde edilen
veriler istatistiksel analizlere tabi tutulmakta ve sonuçlar yorumlanmaktadır. Araştırma
sonuçları, akıllı telefon aracılığıyla gerçekleştirilen çeşitli davranışların, risk
algılamaları, akıllı telefonla alışverişe yönelik tutum ve memnuniyet,
algılanan kolaylık, somut fayda algılamaları, psikolojik fayda algılamaları,
akıllı telefonla alışveriş eğilimi ve kredi kartı sahipliğiyle ilişkili
olduğunu göstermektedir. Ayrıca araştırma değişkenlerinin demografik
özelliklere göre farklılıkları incelenmektedir. Son olarak araştırmada elde
edilen bulgular yorumlanmaktadır.  

Anahtar Kelimeler

Akıllı Telefon, Tüketici, Tüketim, Mobil Pazarlama

THE FACTORS AFFECTING THE CONSUMPTION, COMMUNICATION AND PURCHASE BEHAVIORS OF THE CONSUMER BY SMART PHONE: A FIELD RESEARCH IN KIRIKKALE

Öz

Today, the smart phone, which has become an important
part of human life, also affects consumer behavior. The smartphone can be used for
purposes such as information, communication and consumption. Although the rate
of use of smartphones in daily life is high, the lack of similar prevalence in
consumption-related behaviors necessitates an examination of the factors
associated with consumption behavior via smartphone. First, studies about the
factors affecting the consumption behavior via smart phone are examined in this
study. Then, the primary data is collected in Kırıkkale province with survey
method in order to evaluate the relationship between the determined variables.
The data obtained are subjected to statistical analysis and the results are
interpreted. The results of the research show that the various behaviors
carried out by smart phone are related to risk perceptions, attitude and
satisfaction towards smart phone shopping, perceived convenience, concrete
benefit perceptions, psychological benefit perceptions, smart phone shopping
tendency and credit card ownership. In addition, differences of research
variables according to demographic characteristics are examined. Finally, the
findings obtained in the study are interpreted.

Anahtar Kelimeler

Smartphone, Consumer, Consumption, Mobile Marketing

Kaynakça

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