Mobil Pazarlamanın Tüketici Satınalma Davranışlarına Etkisi: Üniversite Öğrencileri Üzerine Bir İnceleme

Amaç – Çalışmanın amacı, üniversite öğrencilerinin mobil pazarlamacılığa karşı tutumlarını tanımlayan faktörler ile satın alma davranışları arasındaki ilişkileri modelleyip test etmektir. Yöntem – Çalışmada olasılıklı olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi ve veri toplama araçlarından anket kullanılmıştır. Araştırma verileri olasılıklı olmayan kolayda örneklem yöntemiyle üniversite öğrencileri arasından seçilen 480 katılımcıdan elde edilmiştir. Bulgular –Araştırma sonuçları tüketici tutumlarının eğlendiricilik, bilgi vericilik, güvenilirlik, izin, ödül ve teşvik, fayda, kişisellik, rahatsız edicilik, ilgi ve bağlılık, güncel mobil pazarlama uygulamaları faktörleri ile satın alma davranışı arasındaki ilişkileri kavramsallaştıran modeli doğrulamaktadır. Tartışma – Araştırma hipotezlerin çoğunun doğrulanması, tüketicilerin tutumlarını etkileyen mobil pazarlama faktörlerin önemini göstermektedir. İşletmeler tüketicilere olan güvenini başarılı bir şekilde geliştirirse, mobil pazarlama araçlarını kullanarak pazarlama karmasını zenginleştirebilirler.

The Effect of Mobile Marketing on Consumer Purchasing Behaviors: A Study on University Students

Purpose – The aim of the study is to model and test the relationships between the factors that define the attitudes of university students towards mobile marketing and their purchasing behaviors. Design/Methodology/Approach – In the study, convenience sampling method, which is one of the non-probability sampling methods, and a questionnaire, which is one of the data collection tools, were used. Research data were obtained from 480 participants selected from university students by nonprobability convenience sampling method. Findings –The results of the research confirm the model that conceptualizes the relationships between the factors of entertainment, informativeness, reliability, permission, reward and incentive, benefit, personality, irritability, interest and loyalty, current mobile marketing practices and purchasing behavior of consumer attitudes. Discussion – Confirming most of the research hypotheses shows the importance of mobile marketing factors influencing consumers' attitudes. If businesses successfully develop trust in consumers, they can enrich their marketing mix using mobile marketing tools.

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