Mobil Alışveriş Uygulamaları Kullanım Deneyiminin, Müşterilerin WOM Niyetleri ve Alışveriş Etkinliği Üzerindeki Etkisi

Mobil alışveriş uygulamaları işletmelerin pazarlama ve satış stratejilerini önemli ölçüde etkilemektedir. İşletmelerin müşterilerine etkili bir şekilde ulaşabilmeleri için teknolojik bir yönelim içerisinde olmaları ve müşterilerinin alışveriş davranışlarını dikkatle izlemeleri gerekmektedir. Tüketiciler, mobil alışveriş deneyimleriyle ilgili yorumlarını sosyal medya aracılığıyla paylaşmayı ve olumlu ya da olumsuz şekilde ağızdan ağıza (WOM) memnuniyetlerini yansıtma konusunda istekli davranmaktadırlar. Mobil alışveriş etkinliği, tüketicilerin alışveriş öncesi beklentileriyle gerçek mobil alışveriş deneyiminden elde edilen memnuniyet düzeyinin farklılığından kaynaklanmaktadır. Bu araştırmada, müşterilerin mobil alışveriş deneyimlerinden kaynaklanan memnuniyetlerinin, ağızdan ağıza (WOM) yorum niyetleri ve etkili alışveriş algıları üzerindeki etkisini incelemek amaçlanmaktadır. Bu çerçevede kolayda örnekleme yöntemine göre seçilen 295 mobil alışveriş uygulaması kullanıcısına anket uygulanmıştır. Hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Araştırma bulgularına göre müşteri memnuniyeti, müşterilerin WOM niyetleri ve alışveriş etkinliği algıları üzerinde anlamlı, pozitif ve güçlü bir etkiye sahiptir.

Anahtar Kelimeler:

WOM, Mobil Alışveriş Uygulamaları, Müşteri Memnuniyeti, Alışveriş Etkinliği, Teknolojik Yönelim

The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness

Mobile shopping context has affected marketing and sales strategies dramatically. Businesses should be technologically oriented to reach mobile consumers effectively and observe their shopping behaviors. Consumers like to share their comments about their mobile shopping experience through social media and reflect their satisfaction by emitting word of mouth (WOM). Mobile shopping effectiveness is the consumers’ satisfaction level derived from pre-shopping expectations and the actual mobile shopping experience. In this research it is aimed to analyze the impact of customer satisfaction from mobile shopping experience on their WOM intentions and effective shopping perceptions. Within this context a questionnaire was applied to 295 mobile shopping application users who were selected according to convenience sampling method. Hypotheses have been tested through the structural equation modelling. According to research findings, customer satisfaction has a meaningful, positive and strong impact on customers’ WOM intentions and their shopping effectiveness perceptions.

Keywords:

Mobile Shopping Applications, Customer Satisfaction, WOM, Shopping Effectiveness, Technologic Orientation,

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