AKILLI TELEFON KULLANICILARININ ÜCRETLİ UYGULAMA SATIN ALMA NİYETİNİ ETKİLEYEN FAKTÖRLER

Bu çalışmayla akıllı telefon kullanıcılarının ücretli mobil uygulama satın alma niyetini tam olarak hangi faktörlerin etkilediği araştırılmıştır. Çalışmada özellikle kullanıcıların ücretli veya ücretsiz mobil uygulama kullandıkça şekillenen değer algılarının alt bileşenlerinden hangilerinin satın alma niyetinde daha belirleyici olduğu araştırılmıştır. Çalışmada kullanılan kuramsal çerçeve, beklenti doğrulama modeli ve algılanan değer modelidir. Beklenti doğrulama modeli, tüketicinin yaptığı satın alım sonrası duyacağı memnuniyetin ve yeniden satın alma ihtimalinin beklentileri ve ürün veya hizmetten algılanan değer ile ilişkili olduğunu belirten beklenti doğrulama teorisinin uygulanışıdır (Oliver, 1977). Algılanan değer kavramının alt bileşenleri kalite/performans değeri, parasal değer, duygusal/hissel değer ve sosyal değer şeklindedir (Zeithaml 1988). Çalışma sonunda akıllı telefon kullanıcılarının kullandıkları uygulamalardan duydukları memnuniyetin ve bilinçaltlarında verdikleri psikolojik onayın satın alma niyeti üzerinde etkisinin olduğu görülmüştür. Ayrıca uygulama için olumlu yorumların oluşunun satın alma kararını doğrudan etkilemediği görülmüştür. Son olarak uygulamanın yerel yazılımcı tarafından hazırlanmış olmasının Türk kullanıcıları ücret ödeme konusunda tek başına kıstas olarak motive edemeyebileceği tespit edilmiştir.

FACTORS AFFECTING INTENTION OF SMARTPHONE USERS’ PAID APPLICATION PURCHASE

This study investigates underlying factors of smartphone user’s intention to buy paid apps. Specifically, perceived value sub constructs pertaining to paid and freemium and paid apps are analyzed. The theoretical framework used in the study is expectation and disconfirmation model and perceived value model. Expectation and disconfirmation model states that post-purchase satisfaction and re-purchase intention is closely related with expectation from and perceived value of the product (Oliver, 1977). Sub constructs of perceived value can be defined as; quality/performance value, monetary value, emotional/affective value and social value (Zeithaml 1988). As a result of the study, smartphone users’ satisfaction resulting from using the mobile apps and psychological approval are found to directly influence buying intention. Additionally, it’s found that the existence of positive reviews does not affect purchase decision. Lastly, it’s discovered that the app producers’ nationality being Turkish doesn’t have positive influence on Turkish consumers’ purchase decision.

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