THE EFFECTS OF PERSONALITY, USABILITY AND TECHNOLOGICAL FACTORS TO M-SHOPPING USE

Nowadays mobile devices such as smartphones and tablets become widespread and this led mobile shopping to be conducted anytime and anywhere and increased the attention to m-shopping. In this paper we studied the factors effecting the use of m-shopping value from Personalization, Self-Efficacy, Intimacy, Simplicity, Mobility, Connectivity perspectives. The m-shopping value that users experience during m-shopping can be divided into utilitarian value and hedonic value. The results show that personalization, self-efficacy, intimacy, simplicity, mobility, and connectivity variables have effect on m-shopping value. In this study sample consists of 342 people above 18 years of age living in Istanbul. A public survey is used as data collecting method and a factor analysis, T-tests, an ANOVA/Welch test and a reliability analysis are performed for the acquired data by using the SPSS package program. Moreover, the model structured for the study is tested through a LISREL structural equation model.

Anahtar Kelimeler:

Mobile shopping, utilitarian value, hedonic value

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