İbrahim BOZACI, Yunus Bahadır GÜLER, Ertuğrul KARAKAYA

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

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

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.

Keywords:

Smartphone, Consumer, Consumption, Mobile Marketing,

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