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HAZCILIK VE YENİLİKÇİLİK EKSENİNDE MOBİL ALIŞVERİŞLER

Year 2018, Volume: 19 Issue: 2, 400 - 412, 30.11.2018

Selçuk Yasin Yıldız , Murat Fatih Tuna Nermin Ekin Savaş

Abstract

Bu çalışmada; hedonik alışveriş motivasyonları, teknoloji yenilikçiliği ve mobil uygulamalar üzerinden satın alma niyeti arasındaki ilişkilerin tespit edilmesi amaçlanmaktadır. Araştırma kapsamında, mobil alışveriş uygulaması kullanan 398 kişiden, yüz yüze anket uygulaması yardımıyla veriler toplanmıştır. Elde edilen verilere, faktör analizi ve korelasyon analizi yapılmıştır. Çalışma bulgularına göre; hedonik alışveriş motivasyonlarından bazılarının teknoloji yenilikçiliği ile bazılarının ise mobil uygulamalar üzerinden satın alma niyeti ile ilişkisi belirlenmiştir. Teknoloji yenilikçiliği ile mobil uygulamalar üzerinden satın alma niyeti arasında herhangi bir ilişki belirlenememiştir. Çalışma kapsamında ele alınan hedonik alışveriş motivasyonları, teknoloji yenilikçiliği ve mobil uygulamalar üzerinden satın alma niyeti duygularının birbirleriyle ilişkisinin belirlenmeye çalışılması özgün değer taşımaktadır. Araştırma sürecinde karşılaşılan kaynak ve zaman yetersizliği, bu çalışmanın kısıtını oluşturmaktadır.

Keywords

Hedonik alışveriş motivasyonları teknoloji yenilikçiliği yenilikçi tüketici mobil alışveriş mobil satın alma niyeti

References

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  • Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286-292.
  • Becker, M., & Arnold, J. (2010). Mobile marketing for dummies. Indianapolis: Wiley Publishing.
  • Bouwman, M. E., Kommers, P. A., & Van Deursen, A. J. (2014). Revising TAM for hedonic location-based social networks: the influence of TAM, perceived enjoyment, innovativeness and extraversion. International journal of web based communities, 10(2), 188-210.
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  • Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
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  • Deli-Gray, Z., Gillpatrick, T., Marusic, M., Pantelic, D., & Kuruvilla, S. J. (2010). Hedonic and functional shopping values and everyday product purchases: Findings from the Indian study. International Journal of Business Insights & Transformation, 4(1), 65-70.
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Year 2018, Volume: 19 Issue: 2, 400 - 412, 30.11.2018

Selçuk Yasin Yıldız , Murat Fatih Tuna Nermin Ekin Savaş

Abstract

References

  • Alam, S. J., Hillebrandt, F., & Schillo, M. (2005). Sociological implications of gift exchange in multiagent systems. Journal of Artificial Societies and Social Simulation, 8(3).
  • Antoncic, B., Prodan, I., Hisrich, R. D., & Scarlat, C. (2007). Technological innovativeness and firm performance in Slovenia and Romania. Post-Communist Economies, 19(3), 281-298.
  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
  • Baghi, I., & Antonetti, P. (2017). High-fit charitable initiatives increase hedonic consumption through guilt reduction. European Journal of Marketing, 51(11/12), 2030-2053.
  • Ballantine, P. W., Jack, R., & Parsons, A. G. (2010). Atmospheric cues and their effect on the hedonic retail experience. International Journal of Retail and Distribution Management, 38(8), 641-653.
  • Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286-292.
  • Becker, M., & Arnold, J. (2010). Mobile marketing for dummies. Indianapolis: Wiley Publishing.
  • Bouwman, M. E., Kommers, P. A., & Van Deursen, A. J. (2014). Revising TAM for hedonic location-based social networks: the influence of TAM, perceived enjoyment, innovativeness and extraversion. International journal of web based communities, 10(2), 188-210.
  • Cata, T., Patel, P. S., & Sakaguchi, T. (2013). QR code: A new opportunity for effective mobile marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, 1-7.
  • Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
  • Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Choi, J., Li, Y. J., Rangan, P., Chatterjee, P., & Singh, S. N. (2014). The odd-ending price justification effect: The influence of price-endings on hedonic and utilitarian consumption. Journal of the Academy of Marketing Science, 42(5), 545-557.
  • Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers' online shopping cart use. Journal of Business Research, 63(9/10), 986-992.
  • Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963.
  • Çoklar, A. N., & Özbek, A. (2017). Analyzing of relationship between teachers’ individual innovativeness levels and their tpack self-efficacies. Journal of Human Sciences, 14(1), 427-440.
  • Davis, R., Lang, B., & Diego, J. S. (2014). How gender affects the relationship between hedonic shopping motivation and purchase intentions? Journal of Consumer Behaviour, 13(1), 18-30.
  • Deli-Gray, Z., Gillpatrick, T., Marusic, M., Pantelic, D., & Kuruvilla, S. J. (2010). Hedonic and functional shopping values and everyday product purchases: Findings from the Indian study. International Journal of Business Insights & Transformation, 4(1), 65-70.
  • Dutta, S., & Weiss, A. M. (1997). The relationship between a firm’s level of technological innovativeness and Its pattern of partnership agreements. Management Science, 43(3), 343-356.
  • Fidell, L. S., & Tabachnick, B. G. (2014). Using multivariate statistics (New International Edition ed.). London: Pearson.
  • Fuentes-Blasco, M., Moliner-Velázquez, B., Servera-Francés, D., & Gil-Saura, I. (2017). Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing. Journal of product & brand management, 26(6), 650-666.
  • Gil, I., Ruiz, M. E., & Berenguer, G. (2014). Retail innovativeness: Importance of ICT and impact on consumer behaviour. In I. G. Saura, M. E. R. Molina, & G. B. Contrí (Eds.), Retail innovativeness: Importance of ICT and İmpact on consumer behaviour (pp. 384-403): IGI Global.
  • Grant, I., & O’Donohoe, S. (2007). Why young consumers are not open to mobile marketing communication. International Journal of Advertising, 26(2), 223-246.
  • Groß, M. (2015). Mobile shopping: A classification framework and literature review. International Journal of Retail & Distribution Management, 43(3), 221-241.
  • Hair, J. F., Bush, R. P., & Ortinau, D. J. (2003). Marketing research (Second ed.). New York: McGraw-Hill.
  • Hairong, L., & Stoller, B. (2007). Parameters of mobile advertising: A field experiment. International Journal of Mobile Marketing, 2(1), 4-11.
  • Hansson, L., Wrangmo, A., & Søilen, K. S. (2013). Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2), 112-126.
  • Hartman, J. B., Shim, S., Barber, B., & O'Brien, M. (2006). Adolescents' utilitarian and hedonic web-consumption behavior: Hierarchical influence of personal values and innovativeness. Psychology & Marketing, 23(10), 813-839.
  • Hem, L. E., De Chernatony, L., & Iversen, N. M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19(7/8), 781-806.
  • Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
  • Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-36.
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
  • Jin, B., & Suh, Y. G. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62-71.
  • Jun, J. W., Ham, C.-D., & Park, J. H. (2014). Exploring the impact of acculturation and ethnic identity on Korean U.S. Residents’ consumption behaviors of utilitarian versus hedonic products. Journal of International Consumer Marketing, 26(1), 2-13.
  • Kalakota, R., & Robinson, M. (2002). M-business: The race to mobility. New York: McGraw-Hill.
  • Kang, K.-Y., & Jin, H.-J. (2007). Influences of consumers’ fashion innovativeness and technological innovativeness on attitudes and buying intention toward smart clothing. Fashion & Textile Research Journal, 9(1), 35-40.
  • Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. . Business Horizons, 55(2), 129-139.
  • Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G., & Hatzistamatiou, A. (2003). Mobile permission marketing: Framing the market inquiry. International Journal of Electronic Commerce, 8(1), 55-79.
  • Kitchell, S. (2009). CEO characteristics and technological innovativeness: A Canadian perspective. Canadian Journal of Administrative Sciences, 14(2), 111-121.
  • Klein, A., & Bhagat, P. (2016). Comparative study of technological innovativeness between individuals in the USA and India. Review of International Business and Strategy, 26(1), 110-117.
  • Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of marketing research, 38(3), 326-335.
  • Kock, A., Gemünden, H. G., Salomo, S., & Schultz, C. (2011). The mixed blessings of technological innovativeness for the commercial success of new products. Journal of Product Innovation Management, 28(1), 28-43.
  • Kronrod, A. N. N., Grinstein, A., & Wathieu, L. U. C. (2012). Enjoy! Hedonic consumption and compliance with assertive messages. Journal of Consumer Research, 39(1), 51-61.
  • Krum, C. (2010). Mobile marketing: Finding your customers no matter where they are. Indianapolis: Pearson Education.
  • Lacher, K. T. (1989). Hedonic consumption: Music as a product. Advances In Consumer Research, 16(1), 367-373.
  • Lai, Y.-L., & Lin, F.-J. (2012). The effects of knowledge management and technology innovation on new product development performance an empirical study of Taiwanese machine tools industry. Procedia - Social and Behavioral Sciences, 40, 157-164.
  • Langrehr, F. W. (1991). Retail shopping mall semiotics and hedonic consumption. Advances In Consumer Research, 18, 428-433.
  • Lefebvre, C. (2009). Integrating cell phones and mobile technologies into public health practice: A social marketing perspective. Health Promotion Practice, 10(4), 490-494.
  • Lei, X., & Cui-Cui, L. (2011). The impact of agglomeration on city technological innovativeness-empirical study based on the prefecture-level cities’ panel data of China. Paper presented at the In 2011 International Conference on Management Science Engineering 18th Annual Conference Proceedings.
  • Lu, J., Yao, J. E., & Yu, C. S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. The journal of strategic Information Systems, 14(3), 245-268.
  • Malhotra, N. K., & Birks, D. F. (2006). Marketing research: An applied approach (Updated second European edition ed.). Essex: England: Prentice Hall.
  • Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242.
  • Minitti, M., Bygrave, W. D., & Autio, E. (2006 ). Global entrepreneurship monitor: 2005 Executive Report (Financing Report). Retrieved from London: Babson Park, MA, Babson College and London, London Business School:
  • Möhlenbruch, D., & Schmieder, U.-M. (2002). Mobile marketing als Schlüsselgröße für multichannel-commerce. . In Mobile Commerce, 67-89.
  • Noh, M., Runyan, R., & Mosier, J. (2014). Young consumers' innovativeness and hedonic/utilitarian cool attitudes. International Journal of Retail & Distribution Management, 42(4), 267-280.
  • Oppewal, H., & Holyoake, B. (2004). Bundling and retail agglomeration effects on shopping behavior. Journal of Retailing and Consumer Services, 11, 61-74.
  • Parasuraman, A. (2000). Technology readiness index (TRI): A multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2(4), 307-320.
  • Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10(4), 433-446.
  • Persaud, A., & Azhar, I. (2010). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418-443.
  • Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418-443.
  • Pousttchi, K., & Wiedemann, D. G. (2006). A contribution to theory building for mobile marketing: Categorizing mobile marketing campaigns through case study research. Paper presented at the In 2006 International Conference on Mobile Business.
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Details

Primary Language Turkish
Journal Section Makaleler
Authors

Selçuk Yasin Yıldız 0000-0002-1594-8799

Murat Fatih Tuna

Nermin Ekin Savaş

Publication Date November 30, 2018
Submission Date September 19, 2018
Published in Issue Year 2018Volume: 19 Issue: 2

Cite

APA Yıldız, S. Y., Tuna, M. F., & Savaş, N. E. (2018). HAZCILIK VE YENİLİKÇİLİK EKSENİNDE MOBİL ALIŞVERİŞLER. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 19(2), 400-412.
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