Nilşah CAVDAR AKSOY, Ebru TÜMER KABADAYI, Alev KOCAK ALAN, Coşkun ERMEHAN

Müşterilerin Mobil Uygulamalara Yönelik İlgin Davranma Niyeti: Navigasyon Uygulamaları Örneği

Dijital dünyanın önemli bir temsilcisi olan mobil uygulamalar, müşterilerin çevrimiçi ortamda farklı alanlarda hizmet almak için kullandığı araçlardandır. Bu alanların açığa çıkardığı uygulamalardan biri mobil navigasyon uygulamalarıdır. Bu çalışmada, mobil navigasyon uygulamaları üzerine bir araştırma yürütülmüştür. Çalışmanın amacı, mobil uygulama kullanıcılarının ilgin davranma niyetlerini kalite, psikolojik ilginlik ve algılanan faydaların etkileri aracılığıyla navigasyon uygulamaları bağlamında incelemektir. Çalışmada çevrimiçi anket yöntemi kullanılmış ve elde edilen 403 anket yapısal eşitlik modeli aracılığıyla test edilmiştir. Araştırma bulgularına göre, kalite boyutlarından bilgi kalitesi ve sistem kalitesi psikolojik ilginliği pozitif yönde etkilemektedir. Psikolojik ilginlik mobil uygulamaların bilgi, hedonik, sosyal bütünleştirici ve kişisel bütünleştirici faydalarının her birini ve müşterilerin ilgin davranma niyetini pozitif yönde etkilemektedir. Algılanan faydalardan yalnızca sosyal bütünleştirici fayda müşterilerin ilgin davranma niyetini pozitif yönde etkilemektedir. Bulgular neticesinde araştırma kısıtları ve pazarlama araştırmacıları ve uygulayıcıları için öneriler sunulmuştur.

Anahtar Kelimeler:

Müşterilerin ilgin davranma niyeti, mobil uygulama kalitesi, algılanan faydalar, psikolojik ilginlik

Customer Engagement Behavioral Intention Towards Mobile Applications: Mobile Navigations as An Example

Mobile applications, an essential representative of the digital world, are the tools that customers use to receive services in different areas online. One of the applications revealed by these areas is mobile navigation applications. In this study, research was conducted on mobile navigation applications. This study aims to examine customer engagement behavioral intention in the context of mobile navigation applications through mobile application quality, psychological engagement and perceived benefits. In the study, the online survey method was used, and 403 questionnaires were gathered and tested through structural equation modeling. Based on the research findings, information quality and system quality affect psychological engagement positively. Psychological engagement has a positive effect on learning benefit, hedonic benefit, personal integrative benefit, social integrative benefit, and customer engagement behavioral intention. Besides, only social integrative benefit among perceived benefits positively affects customer engagement behavioral intention. As a result of the findings, research limitations and suggestions for marketing researchers and practitioners were presented

Keywords:

Customer engagement behavioral intention, mobile application quality, perceived benefits, psychological engagement,

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