Mobil Teknolojiler Kapsamında Tüketicilerin Akıllı Telefon Kullanım Tercihlerinin Satın Alma Sürecine Etkileri

Günümüzde internet ve mobil cihaz teknolojilerindeki gelişmeler hem tüketicilerin hem de perakendecilerin pazarlama bağlamında, mobil teknolojilerin sunduğu olanaklardan daha fazla yararlanmalarına imkan vermektedir. Bu çerçevede çok kanallı perakendeciliğin yapı taşlarından biri haline gelen mobil teknolojilere yönelik tüketici değerlendirmeleri araştırılmaya değer bir konu olarak ön plana çıkmaktadır. Çalışmanın amacı; mobil teknoloji kullanımına yönelik kullanım davranış öncüllerinin ve tutumların, tüketicilerin satın alma karar süreci adımları üzerindeki etkilerini incelemektir. Teknoloji Kabul Modeli (TKM) temel alınarak geliştirilen araştırma modelinde; algılanan kullanım kolaylığı, algılanan fayda ve tutum değişkenlerinin satın alma karar sürecinin her bir adımı üzerindeki etkileri analiz edilmiştir. Analizler için gerekli veriler online anket aracılığıyla toplanmıştır. 925 katılımcıdan sağlanan verilerle yapısal denklem kullanılarak yapılan model testi sonucunda tüketicilerin mobil teknoloji kullanımına yönelik tutumları üzerinde algılanan kullanım kolaylığı ve faydanın etkili olduğu görülmüştür. Ayrıca tüketicilerin satın alma karar süreci adımlarından; alternatifleri belirleme ve alternatifleri değerlendirme safhalarında akıllı telefonlarını daha yoğun olarak kullandıkları tespit edilmiştir.

The Effects of Smartphone Usage Preferences of Consumers on the Buying Process Under the Scope of Mobile Technologies

Nowadays, the developments in internet and mobile device technologies allow both consumers and retailersto benefit more from the opportunities offered by mobile technologies with regards to marketing. In thiscontext, consumer evaluations regarding mobile technologies, which have become one of the buildingblocks of multi-channel retailing, have come to the fore as a subject worth researching. The aim of thisstudy is to examine the effects of usage precursor behaviours and attitudes towards the use of mobiletechnology on the stages of the buying decision process of consumers. In the research model developedbased on the Technology Acceptance Model (TAM), the effects of perceived ease of use, perceivedusefulness and attitude variables on each stage of the buying decision process were analyzed. The datarequired for the analyses were collected using a questionnaire that was designed online. As a result of themodel test conducted using the structural equation with the data provided by 925 participants, the perceivedease of use and usefulness were found to be effective on the attitudes of consumers towards the use ofmobile technology. In addition, it was determined that the consumers used their smartphones moreintensively at the ‘information search’ and ‘evaluation of alternatives’ stages of the buying decision process.

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