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MOBİL ALIŞVERİŞTE, AĞIZDAN AĞZA PAZARLAMANIN VE TÜKETİCİ MEMNUNİYETİNİN YAŞA GÖRE ETKİSİ

Türkiye’de 1990’lı yıllarda çok sınırlı alanda kullanılan İnternet zaman içerisinde yaygınlaşmaya başlamış, günümüzde ise günlük hayatın bir parçası haline gelmiştir. Önceki dönemlerde internete erişmek için kişisel dijital yardımcılar, masaüstü ve dizüstü bilgisayarlar kullanılırken günümüzde akıllı telefonlar ve tabletler üzerinden de internete erişim sağlanmaktadır. Bunun yanı sıra, internetin yeniçağı şeklinde tanımlanan Web 2.0, tüketiciler için onların yeni içerikler üretebilecekleri platformlar sunmuştur. Tüketiciler bu platformlarda çeşitli konularla ilgili bilgi paylaşarak, birbiriyle etkileşimde bulunmaya başlamışlardır. Böylece ağızdan ağza pazarlama (Word of Mouth Marketing-WOMM) online platformlara taşınmış; tüketicilerin ürünler ve markalarla ilgili konuşup, tecrübelerini paylaştıkları bir mecra meydana gelmiştir. Bu çalışmada mobil alışverişte, ağızdan ağza pazarlamanın ve tüketici memnuniyetinin yaşa göre etkisi incelenmiştir. Çalışmada girişten sonra ilk kısımda, literatür çalışmasına ve metodolojiye yer verilmiş, teorik altyapı incelenmiştir. İkinci kısımda, mobil alışverişte, ağızdan ağza pazarlamanın ve tüketici memnuniyetinin yaşa göre etkisinin incelendiği araştırmanın bulgularına yer verilmiştir. Sonuç bölümünde ise bulgular tartışılmıştır. Mobil alışverişte, ağızdan ağza pazarlama ve memnuniyet arasındaki ilişki ve ilişkiyi etkileyen faktörler tanımlanmıştır. Değişkenler arasındaki ilişkiyi ölçerken örnek alışveriş sitesi olarak Türkiye’de en çok tercih edilen ve güvenilir olan 5 alışveriş sitesi ‘Hepsiburada.com, Trendyol, Morhipo, AliExpress, n11.com’ seçilmiştir (https://www.twentify.com). Çalışmanın sonucunda bulguların değerlendirilmesiyle birlikte; mobil alışverişte, ağızdan ağza pazarlamanın ve tüketici memnuniyetinin etkisinin yaşa göre farklılık gösterdiği sonucuna ulaşılmıştır
Anahtar Kelimeler:

Mobil Alışveriş, Tüketici Memnuniyeti, Ağızdan Ağza Pazarlama, Tüketici Memnuniyeti

The Effect of Word of Mouth Marketing (Womm) and Consumer Satisfaction by Age on Mobile Shopping

At the beginning of the 1990s, when the Internet is used in a very limited area in Turkey, it has spread rapidly while today it has become a part of everyday life. Personal digital assistants, desktops and laptops have been used to access the Internet in the previous periods, while access to the internet is now available through smart phones and tablets. In addition, Web 2.0, defined as the new era of the internet, provided platforms for consumers to produce new content for them. Consumers have begun to interact with each other by sharing information on various issues in these platforms. Thus, mouth to mouth marketing (Word of Mouth Marketing-WOMM) has been moved to online platforms; a channel where consumers talk about products and brands and share their experiences. In this study, the effect of mobile shopping, mouth to mouth marketing and consumer satisfaction by age is examined. In the first part of the study, literature study and methodology are given and the theoretical background is examined. In the second part, the findings of the study, which examines the effect of age on mobile shopping, mouth to mouth marketing and consumer satisfaction by age. In the conclusion section, the findings were discussed. The relationship between marketing and satisfaction and the factors affecting the relationship are defined. The relationship between the variables measuring sample shopping site as the most preferred and reliable shopping site in Turkey 5 'Hepsiburada.com, Trendyol, Morhipo, AliExpress, n11.com' is selected (https://www.twentify.com). As a result of the study; It was concluded that the effect of mobile shopping, mouth to mouth marketing and consumer satisfaction varied according to age.
Keywords:

Mobile Shopping, Word of Mouth Marketing, Consumer Satisfaction,

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R&S - Research Studies Anatolia Journal-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2018
  • Yayıncı: Arif YILDIZ
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