Amaç – Günümüzde artan teknolojik gelişmelere bağlı olarak mobil iletişim araçlarının kullanımı yaygınlaşmaktadır. İşletmeler, müşterilerine ulaşmak için konum tabanlı mobil iletişimlerden yararlanmaktadır. Ancak, konum tabanlı teknolojilerden yeterince yararlanılması, tüketicilerin konum tabanlı iletişimleri benimsemesine bağlıdır. Bu noktada, tüketicilerin konum tabanlı iletişimleri kullanması ve mobil uygulamaların konum tabanlı özelliklerini benimsemesini engelleyen faktörlerin bilinmesi gerekmektedir. Bu araştırma, tüketicilerin konum tabanlı mobil iletişimleri benimsemesini etkileyen faktörlerin anlaşılması amacıyla yapılmıştır. Yöntem – Araştırma kapsamında Kırıkkale Üniversitesi, İktisadi ve İdari Bilimler Fakültesi öğrencilerinden kolayda örnekleme yöntemi ile birincil veriler toplanmış, elde edilen veriler istatistiksel paket programı ile analiz edilmiş ve araştırma bulguları yorumlanmıştır. Bulgular – Araştırma sonuçlarına göre; olumlu tutum, algılanan rasyonel fayda ve algılanan kolaylık faydasının konum tabanlı mobil iletişimleri benimsemeyi pozitif yönde etkilediği tespit edilmiştir. Ayrıca gizlilik endişesinin, konum tabanlı mobil iletişimleri benimsemeyi olumsuz etkilediği anlaşılmıştır. Diğer taraftan farkındalığın, konum tabanlı mobil iletişimleri benimsemede önemli değişken olmadığı görülmüştür. Tartışma – İşletme ve mobil uygulama geliştiricilerinin konum tabanlı mobil uygulama özelliklerinden amaçladığı sonuçlara ulaşmasında ve özellikle genç tüketicilerin konum tabanlı mobil iletişimleri benimsemesini sağlamada; konum tabanlı hizmetlere yönelik olumlu tutum oluşturma, konum tabanlı iletişimlerin rasyonel ve kolaylık faydalarını vurgulama ve akıllı telefon kullanıcılarının gizlilik endişelerini giderici önlemler almanın yararlı olacağını araştırma bulguları göstermektedir.
Purpose - Nowadays, the use of mobile communication tools has become widespread due to increasing technological developments. Firms benefit from location based mobile communications to reach their customers. However, the sufficient utilization of location based technologies, depends on the adoption of location based communications by consumers. At this point, the factors should be known that prevent consumer from adoption of location based features of mobile applications and using location based communications. This research was conducted to understand the factors affecting the adoption of location based mobile communication. Design/methodology/approach – Within the scope of the research, primary data were collected from the undergraduate students of Faculty of Economics and Administrative Sciences of Kırıkkale University, by convenience sampling method, the obtained data were analyzed by statistical package program and the research findings were interpreted. Findings – According to research results; it has been determined that positive attitude, perceived rational value and perceived convenience value affects the adoption of location based mobile communications positively. Moreover, it has been seen that privacy anxiety negatively affect the adoption of location based mobile communications. On the other hand, it is seen that awareness is not an important variable in the adoption of location based mobile communications. Discussion – To enable business and mobile application developers to achieve their intended results from location-based mobile application features, and in particular to enable young consumers to adopt location-based mobile communications; research findings suggest that it would be beneficial to create positive attitudes towards location-based services, to emphasize the rational and convenience values of location-based communication, and to take measures to alleviate privacy concerns of smartphone users.
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