MOBİL ALIŞVERİŞ UYGULAMALARI KULLANAN BİREYLERİN, SATIN ALMA DAVRANIŞLARI

Yıl 2019, , 201 - 221, 30.09.2019

Derya Fatma Biçer , Selçuk Yasin Yıldız , Önder Kürşad Sarıtepe

https://doi.org/10.11611/yead.544556

Cited By: 5

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

• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research, Reading, MA: Addison-Wesley
• Altunışık, R., Mert, K., & Nart, S. (2004). Türkiye'de Tüketici Koruma Faaliyetleri: Tüketici Algılarına Yönelik Bir Saha Çalışması. 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi, 475-484.
• Applebaum, W. (1951). Studying customer behavior in retail stores. Journal of marketing, 16(2), 172-178.
• Barutçu, S. (2010). Customers’ Attitudes Towards Mobile Commerce and Mobile Marketing in Consumer Markets. Review of Social, Economic & Business Studies, 9(10), 29-56.
• Bayley, G., & Nancarrow, C. (1998). Impulse Purchasing: A Qualitative Exploration of the Phenomenon. Qualitative Market Research: An International Journal, 1(2), 99-114.
• Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.
• Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18(6), 15-18.
• Buendicho, P. (2003). Impulse purchasing: trend or trait. Instructor, 10, 16.
• Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. International Journal of Advertising, 26(1), 79-98.
• Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
• Chien-Huang, L., & Hung-Ming, L. (2005). An exploration of Taiwanese adolescents' impulsive buying tendency. Adolescence, 40(157), 215.
• Choi, Y. K., Hwang, J. S., & McMillan, S. J. (2008). Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers. Psychology & Marketing, 25(8), 756-768.
• Clover, V. T. (1950). Relative importance of impulse-buying in retail stores. Journal of marketing, 15(1), 66-70.
• Constantiou, I. D., & Mahnke, V. (2010). Consumer behaviour and mobile TV services: do men differ from women in their adoption intentions?. Journal of Electronic Commerce Research, 11(2).
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
• Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34.
• Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International journal of information management, 30(4), 289-300.
• Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16(3), 491-511.
• Enginkaya, E. (2006). Elektronik perakendecilik elektronik alışveriş. Ege Akademik Bakış Dergisi, 6(1), 10-16.
• Fidell, L. S., & Tabachnick, B. G. (2014). Using multivariate statistics (New International Edition ed.). London: Pearson.
• Haghirian, P., Madlberger, M., & Tanuskova, A. (2005, January). Increasing advertising value of mobile marketing-an empirical study of antecedents. In Proceedings of the 38th annual Hawaii international conference on system sciences (pp. 32c-32c). IEEE.
• Hair, J. F., Bush, R. P., & Ortinau, D. J. (2003). Marketing research (Second ed.). New York: McGraw-Hill.
• Han, Y. K., Morgan, G. A., Kotsiopulos, A., & Kang-Park, J. (1991). Impulse buying behavior of apparel purchasers. Clothing and Textiles Research Journal, 9(3), 15-21.
• Harmancioglu, N., Finney, R. Z., & Joseph, M. (2009). Impulse purchases of new products: an empirical analysis. Journal of Product and Brand Management, 18(1), 27-37.
• Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of consumer marketing, 17(5), 403-426.
• Hoch, S. J., & Loewenstein, G. F. (1991). Time-inconsistent preferences and consumer self-control. Journal of consumer research, 17(4), 492-507.
• Iyer, E. S. (1989). Unplanned Purchasing: Knowledge Of Shopping Environment And. Journal of retailing, 65(1), 40.
• Jones, M., Reynolds, K., Weun, S., & Beatty, S. (2003). The product specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-511.
• Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163-176.
• Karaatlı, M. (2014). Verilerin düzenlenmesi ve gösterimi. In Ş. Kalaycı (Ed.), SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Yayın.
• Karagöz, Y. (2016). SPSS 23 ve AMOS 23 uygulamalı istatistiksel analizler. Ankara: Nobel Akademik Yayıncılık.
• Kaur, P., & Singh, R. (2007). Uncovering retail shopping motives of Indian youth. Young Consumers, 8(2), 128-138.
• Kollat, D. T., & Willett, R. P. (1967). Customer impulse purchasing behavior. Journal of marketing research, 21-31.
• Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006). A review of mobile marketing research. International Journal of Mobile Marketing, 1(1), 30-40.
• Luo, X. (2005). How does shopping with others influence impulsive purchasing. Journal of Consumer Psychology, 15(4), 288-294.
• Malhotra, N. K., & Birks, D. F. (2006). Marketing research: An applied approach (Updated second European edition ed.). Essex: England: Prentice Hall.
• Mattila, A. S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing, 22(7), 562-567.
• Nakip, M. (2006). Pazarlama araştırmaları, teknikler ve SPSS destekli uygulamalar. Ankara: Seçkin Yayıncılık
• Okazaki, S., & Romero, J. (2010). Online media rivalry: A latent class model for mobile and PC internet users. Online Information Review, 34(1), 98-114.
• Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373.
• Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765-769.
• Piron, F. (1991). Defining impulse purchasing. NA-Advances in Consumer Research Volume 18.
• Rogers, E.M. (1983), Diffusion of Innovations (3rd. Ed.) The Free Press, New York: NY.
• Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199.
• Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.
• Rook, D. W., & Gardner, M. P. (1993). In the mood: Impulse buying's affective antecedents. Research in consumer behavior, 6(7), 1-28.
• Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. NA-Advances in Consumer Research Volume 12.
• Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and Variety seeking: A trait-correlates perspective. Journal of Business Research, 63, 276-83.
• Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: The role of affect, social influence and wellbeing. Journal of Consumer Marketing, 25(1), 23-33.
• Stern, H. (1962). The significance of impulse buying today. The Journal of Marketing, 59-62.
• Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.
• Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology & Health, 20(4), 429-441.
• Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business research, 10(1), 43-57.
• Wood, M. (1998). Socio-economic Status, Delay of Gratification, and Impulse Buying. Journal of Economic Psychology, 19, 295-320.
• Youn, S., & Faber, R. J. (2000). Impulse buying: its relation to personality traits and cues. Advances in consumer research, 27, 179-185.
• Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. Journal of Brand Management, 18(2), 105-114.