MOBİL ALIŞVERİŞ UYGULAMALARI KULLANAN BİREYLERİN, SATIN ALMA DAVRANIŞLARI

Öz

Akıllı telefonların ve tabletlerin kullanımlarının yaygınlaşmasıyla beraber hayatımıza giren mobil alışveriş uygulamaları, günden güne daha fazla kullanılmakta ve bireylerin internet alışverişlerinde öncelikli tercih ettikleri bir mecra haline gelmektedir. Bu çalışmanın amacı, mobil alışveriş uygulamaları kullanan bireylerin satın alma davranışlarını incelemek ve değerlendirmektir. Çalışmanın evrenini, Sivas ilinde yaşayan ve mobil alışveriş uygulamalarını kullanan bireyler oluşturmaktadır. Çalışma sonucunda; mobil uygulama kullanan bireylerin algıladığı kullanım kolaylığının ve yararın, genel satın alma niyetleri üzerinde pozitif etkisi belirlenmiştir. Bununla birlikte tüketicilerin yararlı gördükleri mobil uygulamaların, plansız satın alma davranışlarında da etkileri olduğu araştırma sonuçları ile ortaya konmuştur. Ayrıca mobil uygulama kullanan bireylerin plansız satın alma davranışlarının, genel satın alma niyeti üzerinde pozitif etkileri olduğu araştırma ile elde edilen diğer bulgulardır.

Anahtar Kelimeler

• Mobil pazarlama,plansız satın alma davranışı,satın alma niyeti

PURCHASING BEHAVIORS OF INDIVIDUALS USING MOBILE SHOPPING APPLICATIONS

Öz

With the widespread use of smart phones and tablets, mobile shopping applications that come into our lives are used more and more and they become a preferred medium for internet shopping. The purpose of this study is to determine the buying behavior of individuals using mobile shopping applications. The universe of the study consists of individuals living in Sivas and using mobile shopping applications. According to the results of the study; the positive effect of the ease-of-use and usefulness perceived by individuals using mobile applications on general purchasing intentions was determined. The results of the research revealed that the mobile applications that consumers think useful have an effect on unplanned purchasing behavior. In addition, the positive effects of unplanned purchasing behaviors of individuals using mobile applications on general purchasing intent are the other findings obtained by research

Anahtar Kelimeler

• Mobile marketing,unplanned buying behavior,purchase intention

Kaynakça

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