Akıllı Telefon Seçiminin Belirleyicileri: Üniversite Öğrencileri Üzerine Bir Uygulama

Bu çalışmada, üniversite öğrencilerinin akıllı telefon seçimi üzerinde etkili olan faktörlerin tespit edilmesi amaçlanmıştır. Bu kapsamda, Bingöl Üniversitesinde okuyan öğrencilere uygulanan bir anketten elde edilen veriler kullanılmıştır. Bu anket, Ekim-Kasım 2014 tarihlerinde 400 öğrenciye uygulanmıştır. Öğrencilerin akıllı telefon seçimi cevap değişkeni, yaşın logaritması, aylık gelirin logaritması ve öğrencilerin akıllı telefona ilişkin bakış açılarının puanın logaritması açıklayıcı değişken olarak alınmıştır. Analizlerde lojistik regresyon kullanılmıştır. Tahmin edilen lojistik regresyon analizi sonucunda; öğrencilerin akıllı telefona ilişkin bakış açılarının puanın logaritması ve aylık gelirin logaritması anlamlı bir şekilde akıllı telefonu seçme olasılığını artırdığı tespit edilmiştir. Yaşın logaritması ile öğrencilerin akıllı telefon seçimi arasında anlamlı bir ilişki bulunamamıştır. Araştırmanın sonuçları, aylık gelir ve öğrencilerin akıllı telefona ilişkin bakış açıları, akıllı telefon seçiminin önemli belirleyicileri olduğunu göstermiştir.

Determinants of Smartphone Selection: An Application of the University Students

In this study, we aimed to identify the factors that impact on smartphone selection of university students. In this context, the data is obtained from a survey which is conducted to students that are studying in Bingöl University. This questionnaire was administered to 400 students in the November-October 2014. Student’s smartphone selection response variable, the logarithm of age, the logarithm of income and logarithm of the scores of the students' perspective on smart phone is taken as an explanatory variable. In the analysis were used logistic regression. The estimated results of logistic regression analysis; logarithm of the scores of the students' perspective on smart phone and the the logarithm of income was be found to increase the likelihood of smartphone selection in a meaningful way. Between the logarithm of age and smartphone selection was not found to be significant relationship. The results of the study, showed that the major determinants of smartphone selection monthly income and students' perspective on smartphones.

Keywords:

Smartphone Selection, Logit Model Bingol University.,

PDF

___

Basheer, A. ve Ibrahim, A.M.A. (2010). Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers Attitudes on Intention to Purchase, International Journal of Business and Management, 5(3), 28-41.
Chisnall, P.M. (1985). Marketing: A Behavioural Analysis, New York: McGrawHill, Maidenhead.
Chow, MM., Chen, L.H., Yeow, J.A. ve Wong, P.A. (2012). Conceptual Paper: Factors Affecting the Demand of Smartphone among Young Adult, International Journal on Social Science Economics & Art, 2(2), 44-49.
Cramer, J.S. (2005). Omitted Variables and Misspecified Disturbance in The Logit Model, Amsterdam School of Economics, UvA Econometrics, Discussion Paper.
Deloitte, (2014). Global Mobile Consumer Survey 2014, The Pulse of the Mobile Nation, The Dutch Perspective, http://www2.deloitte.com/content/dam/ Deloitte/nl/Documents/ technology-media-telecommunications/deloitte-nltmt-global-mobile-consumer-survey-2014.pdf (Erişim Tarihi:20.05.2015).
Deursen, A.J.A.M., Bolle, C.L., Hegner, S.M. ve Kommers, P.A.M. (2015). Modeling Habitual and Addictive Smartphone Behavior the Role of Smartphone Usage Types, Emotional Intelligence, Social Stress, SelfRegulation, Age and Gender, Computers in Human Behavior, 45, 411-420.
Gökaliler, E., Sabuncuoğlu, A. ve Gülay, G. (2011). Bir Statü Tüketimi Göstergesi Olarak Iphone Markalı Akıllı Telefon Algısı: Üniversite Öğrencileri Üzerine Bir Araştırma, Selçuk İletişim, 7(1), 36-48.
Gujarati, D.N. (2011). Temel Ekonometri, (1995), (Çev. Ümit Şenesen ve Gülay Günlük Şenesen), Literatür Yayıncılık. İstanbul.
Hanley, M. ve Becker, M. (2008). Cell Phone Usage and Advertising Acceptance Among College Students: A Four-Year Analysis, International Journal of Mobile Marketing, 30(1), 67-80.
Hosmer, D.W. ve Lemeshow, S. (1998). Applied Lojistik Regresyon, Wiley Series in Probability and Matehematical Statistic.
IDC (2014). Smartphone OS Market Share, Q3 2014, http://www.idc.com/ prodserv/smartphone-os-market-share.jsp (Erişim Tarihi:03.01.2015).
IDC (2014). Worldwide Smartphone Shipments Top One Billion Units for the First Time, According to IDC, January 27. http://www.idc.com/getdoc.jsp? containerId=prUS24645514 (Erişim Tarihi:19.02.2015).
Jin, H.C. ve Villegas, J. (2008). Mobile Phone Users Behaviors: The Motivation Factors of The Mobile Phone User, International Journal of Mobile Marketing, 3(2), 4-14.
Kalaycı, Ş. (Ed.). (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 5. Baskı. Ankara: Asil Yayın Dağıtım Ltd. Şti.
Kennedy, P. (2006). Ekonometri Kılavuzu, (1998), Çevirenler: Muzaffer Sarımeseli ve Şenay Açıkgöz, Gazi Kitabevi, Ankara.
Koop, G. (2008). Introduction to Econometrics, England: John Wiley&Sons.
Kotler, P. ve Armstrong, G. (2007). Principle of Marketing,12th edition, Pearson Education, Boston, MA.
Kotler, P., Armstrong, G., Wong, V. ve Saunders, J. (2008). Principles of Marketing, Fifth European Edition, Pearson Education Limited.
Kuhlmeier, D. ve Knight, J. (2005), Antecedents to Internet Based Purchasing: A Multinational Study, International Marketing Review, 22(4), 460-473.
Lane, W. ve Manner, C. (2011). The Impact of Personality Traits on Smartphone Ownership and Use, International Journal of Business and Social Science, 2(17), 22-2.
Lee, S.Y. (2014). Examining the Factors That Influence Early Adopters Smartphone Adoption: The Case of College Students, Telematics and Informatics, 31, 308-318.
Leo, C., Bennett, R. ve Hartel, C.E.J. (2005). Cross-Cultural Differences in Consumer Decision-Making Styles, Cross Cultural Management, 12(3), 32- 61.
Li, S. ve Li, Y. (2010). An Exploration of the Psychological Factors Influencing College Students Consumption of Mobile Phone in West China, International Journal of Business and Management, 5(9), 132-138. http://www.ccsenet.org/journal/index.php/ijbm/article/view/7317/5690 (Erişim Tarihi:16.02.2015).
Moore, G.C. ve Benbasat, I. (1991). Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation, Information Systems Research, 2(3), 173-91.
Naing, K.W. ve Chaipoopirutana, S. (2014). The Factors Affecting Purchase Intention of a Smart Phone in Yangon, Myanmar, International Conference on Trends in Economics, Humanities and Management (ICTEHM'14) Aug 13-14, Pattaya, Thailand.
NIELSEN (2012). Survey New U.S. Smartphone Growth by Age and Income, http://www.nielsen.com/us/en/insights/news/2012/survey-new-u-s smartphone-growth-by-age-and-income.html, (Erişim Tarihi:04.12.2015).
Oulasvirta, A., Wahlstrom, M. ve Ericsson K.A. (2011). What Does it Mean to be Good at Using Mobile Device? An Investigation of Three Levels of Experience and Skill, International Journal of Human- Computer Studies, 69, 155-169.
Özer, H. (2004). Nitel Değişkenli Ekonometrik Modeller: Teori ve Bir Uygulama, Ankara: Nobel Yayıncılık.
Park, K. ve Yang, S. (2006). The Moderating Role of Consumer Trust and Experiences: Value Driven Usage of Mobile Technology, International Journal of Mobile Marketing, 1(2), 24-32.
Park, Y., ve Chen, J.V. (2007). Acceptance and adoption of the innovative use of smartphone, Industrial Management & Data Systems, 107(9), 1349-1365.
Persaud, A. ve Azhar, I. (2012). Innovative Mobile Marketing via Smartphones are Consumers Ready?, Marketing Intelligence & Planning, 30(4), 418-443.
Rushton, K. (2012). Number of Smartphones Tops One Billion, The Telegraph. (Online).http://www.telegraph.co.uk/finance/9616011/Number-ofsmartphones-tops-one -billion.html, (Erişim Tarihi:05.02.2015).
Savage, S.J. ve Waldman, D.M. (2014). The Value of Online Privacy: Evidence from Smartphone Applications, http://www.silicon-flatirons.org/ documents/conferences/20140429%20LA%20Cable%20Workshop/Savage_ Scott.pdf (Erişim Tarihi: 05.02.2015).
Smith, A. (2011). Smartphone Adoption and Usage, Pew http://www.pewinternet.org/ 2011/07/11/smartphone-adoption-and-usage/ (Erişim Tarihi:22.02.2015).
Suki, N. M. (2013). Students Demand for Smartphones: Structural Relationships of Product Features, Brand Name, Product Price and Social Influence, Campus-Wide Information System, 30(4), 236-248.
Tarı, R. (2005). Ekonometri, İzmit: Kocaeli Üniversitesi Yayını.
TÜİK (2014). Hanehalkı Bilişim Teknolojileri Kullanım Araştırması, www.tuik.gov.tr (Erişim Tarihi:10.02.2015)
Wu, I.L. ve Wu, K.W. (2005). A Hybrid Technology Acceptance Approach for Exploring E-Crm Adoption in Organizations, Behaviour & Information Technology, 24(4), 303-16.