Araştırma Makalesi
BibTex RIS Kaynak Göster

Mobil Alışveriş Uygulamaları Kullanım Deneyiminin, Müşterilerin WOM Niyetleri ve Alışveriş Etkinliği Üzerindeki Etkisi

Yıl 2018, Cilt: 7 Sayı: 4, 2780 - 2796, 30.12.2018
https://doi.org/10.15869/itobiad.441094

Öz

Mobil
alışveriş uygulamaları işletmelerin pazarlama ve satış stratejilerini önemli
ölçüde etkilemektedir. İşletmelerin müşterilerine etkili bir şekilde
ulaşabilmeleri için teknolojik bir yönelim içerisinde olmaları ve
müşterilerinin alışveriş davranışlarını dikkatle izlemeleri gerekmektedir.
Tüketiciler, mobil alışveriş deneyimleriyle ilgili yorumlarını sosyal medya
aracılığıyla paylaşmayı ve olumlu ya da olumsuz şekilde ağızdan ağıza (WOM)
memnuniyetlerini yansıtma konusunda istekli davranmaktadırlar. Mobil alışveriş
etkinliği, tüketicilerin alışveriş öncesi beklentileriyle gerçek mobil
alışveriş deneyiminden elde edilen memnuniyet düzeyinin farklılığından
kaynaklanmaktadır. Bu araştırmada, müşterilerin mobil alışveriş deneyimlerinden
kaynaklanan memnuniyetlerinin, ağızdan ağıza (WOM) yorum niyetleri ve etkili
alışveriş algıları üzerindeki etkisini incelemek amaçlanmaktadır. Bu çerçevede
kolayda örnekleme yöntemine göre seçilen 295 mobil alışveriş uygulaması
kullanıcısına anket uygulanmıştır. Hipotezler yapısal eşitlik modellemesi ile
test edilmiştir. Araştırma bulgularına göre müşteri memnuniyeti, müşterilerin
WOM niyetleri ve alışveriş etkinliği algıları üzerinde anlamlı, pozitif ve
güçlü bir etkiye sahiptir.

Kaynakça

  • Arthur C., (2015). Google’s growing problem: 50% of people do zero searches per day on mobile. https://theoverspill.blog/2015/10/19/searches-average-mobile-google-problem/ Accessed on 02/04/2018
  • Babin, B.J., Lee, Y-K., Kim, E-J., Griffin, M. (2005), Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea, Journal of Services Marketing, 19/3, p.133-139
  • Berthon, P., Ewing M. and Hah L. L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, Vol:24, No:2 , s.151-172.
  • Biglight Research (2016) http://biglight.co.uk/ Accessed on: 25.03.2018
  • Brown, T. (2006). Confirmatory Factor Analysis for Applied Research. New York: The Guilford Press.
  • Brynjolfsson, E., Yu J., & Rahman M.S., 2013, Competing in the Age of Omnichannel Retailing, MITSloan Management Review, Vol. 54 No.4, pp. 23-29
  • Byrne, B.M. (2009). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. 2.Edition, NewYork, Routledge
  • Cheung, C.M., Lee, M.K., (2012). What drives consumers to spread electronicword of mouth in online consumer-opinion platforms. Decision Support. Syst. 53 (1), 218–225. http:// dx.doi.org/10.1016/j.dss.2012.01.015 Accessed on 01/04/2018
  • Collier, J.E., Moore, R.S., Horky, A., Moore, M.L., (2015). Why little things matter: exploring situational influences on customers' self-service technology decisions. J. Bus. Res. 68, 703–710. http://dx.doi.org/10.1016/j.jbusres.2014.08.001. Accessed on 02/04/2018
  • Day, G. S., & Wensley, R. (1983). Marketing theory with a str. orientation. The Journal of Marketing, 79-89.
  • East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal Of Research İn Marketing, 25(3), 215-224.
  • Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 77-90.
  • Gilliland N., (2015). Are retail brands ditching mobile apps? A look at some stats & case studies. Blog. https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies. Accessed on 02/04/2018
  • Gupta, A., & Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36, 1-7.
  • Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 5. Baskı. Ankara: Asil Yayın.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. 3. Baskı. NewYork: The Guilford Press.
  • Krum, C. (2010). Mobile Marketing: Finding Your Customers No Matter Where They Are. QUE biztech. Indianapolis/USA.
  • Lee, D. H., Choi, S. B., & Kwak, W. J. (2014). The effects of four dimensions of strategic orientation on firm innovativeness and performance in emerging market small-and medium-size enterprises. Emerging Markets Finance and Trade, 50(5), 78-96.
  • Meydan, C.H. ve H. Şeşen (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. 1. Baskı. Ankara: Detay Yayıncılık.
  • Moth D., (2012). Eight studies that reveal how shoppers use smartphones in-store. Blog. https://econsultancy.com/blog/11259-eight-studies-that-reveal-how-shoppers-use-smartphones-in-store
  • Nielsen (2016). Mobile Money From Shoppıng To Bankıng To Payments, How Mobıle Is Transformıng Commerce Around The World. Global Mobıle Money Report. www.nielsen.com/content/dam/nielsenglobal/kr/docs/global report/2016/nielsen_global_mobile_money_report_final.pdf. Accessed on: 25.04.2018.
  • Okazaki, S. (2009). Social influence model and electronic word of mouth: PC versus mobile internet. International Journal of Advertising. 28(3), 439-472.
  • Parnell, J. A. (2013). Strategic management: Theory and practice. Sage Publications, USA.
  • Robles P., (2015). Are marketers overestimating mobile search?. Blog. https://econsultancy.com/blog/67089-are-marketers-overestimating-mobile-search.
  • Roy, S. K., Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257-270.
  • Salavou, H., Baltas, G., & Lioukas, S. (2004). Organisational innovation in SMEs: the importance of strategic orientation and competitive structure. European Journal of Marketing, 38(9/10), 1091-1112.
  • Samarhan, A. (2016). In-store Consumer Shopping Behaviour Through Mobile Phones. Arcada University Master School Finland/Helsinki. Master Thesis. goo.gl/t8C2gZ, Acc. 09/05/2018.
  • San-Martin, S., Prodanova, J., & Jimenez, N. (2015). The impact of age in the generation of satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23, 1-8.
  • Schumacker, R. E., & Lomax, R. G. (2010). A Beginner's Guide to Structural Equation Modeling. 4. Baskı. NY: Taylor &Francis.
  • Schermelleh-Engel, K. ve H. Moosbrugger (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8 (2), 23-74.
  • Srivastava, P., Yoo, J., Frankwick, G. L., & Voss, K. E. (2013). Evaluating the relationship of firm strategic orientations and new product development program performance. Journal of Marketing Theory and Practice, 21(4), 429-440.
  • Wang, C., Harris, J., Patterson, P.G., (2012). Customer choice of self-service technology: the roles of situational influences and past experience. J. Serv. Manag. 23 (1), 54–78. http://dx.doi.org/10.1108/09564231211208970.
  • Wang, N., Shen, X. L., & Sun, Y. (2013). Transition of electronic word-of-mouth services from web to mobile context: A trust transfer perspective. Decision Support Systems, 54(3), 1394-1403.
  • Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234.
  • We Are Social (2018). Digital in 2018/Jan., Essential İnsight İnto İnternet, Social Media, Mobile And E-Commerce Use Around The World. Hootsuite. https://wearesocial.com/, Accessed on: 25.04.2018

The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness

Yıl 2018, Cilt: 7 Sayı: 4, 2780 - 2796, 30.12.2018
https://doi.org/10.15869/itobiad.441094

Öz

Mobile shopping context has affected marketing and
sales strategies dramatically. Businesses should be technologically oriented to
reach mobile consumers effectively and observe their shopping behaviors.
Consumers like to share their comments about their mobile shopping experience
through social media and reflect their satisfaction by emitting word of mouth
(WOM). Mobile shopping effectiveness is the consumers’ satisfaction level derived
from pre-shopping expectations and the actual mobile shopping experience. In
this research it is aimed to analyze the impact of customer satisfaction from
mobile shopping experience on their WOM intentions and effective shopping perceptions.
Within this context  a questionnaire was
applied to 295 mobile shopping application users who were selected according to
convenience sampling method. Hypotheses have been tested through the structural
equation modelling. According to research findings, customer satisfaction has a
meaningful, positive and strong impact on customers’ WOM intentions and their
shopping effectiveness perceptions. 

Kaynakça

  • Arthur C., (2015). Google’s growing problem: 50% of people do zero searches per day on mobile. https://theoverspill.blog/2015/10/19/searches-average-mobile-google-problem/ Accessed on 02/04/2018
  • Babin, B.J., Lee, Y-K., Kim, E-J., Griffin, M. (2005), Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea, Journal of Services Marketing, 19/3, p.133-139
  • Berthon, P., Ewing M. and Hah L. L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, Vol:24, No:2 , s.151-172.
  • Biglight Research (2016) http://biglight.co.uk/ Accessed on: 25.03.2018
  • Brown, T. (2006). Confirmatory Factor Analysis for Applied Research. New York: The Guilford Press.
  • Brynjolfsson, E., Yu J., & Rahman M.S., 2013, Competing in the Age of Omnichannel Retailing, MITSloan Management Review, Vol. 54 No.4, pp. 23-29
  • Byrne, B.M. (2009). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. 2.Edition, NewYork, Routledge
  • Cheung, C.M., Lee, M.K., (2012). What drives consumers to spread electronicword of mouth in online consumer-opinion platforms. Decision Support. Syst. 53 (1), 218–225. http:// dx.doi.org/10.1016/j.dss.2012.01.015 Accessed on 01/04/2018
  • Collier, J.E., Moore, R.S., Horky, A., Moore, M.L., (2015). Why little things matter: exploring situational influences on customers' self-service technology decisions. J. Bus. Res. 68, 703–710. http://dx.doi.org/10.1016/j.jbusres.2014.08.001. Accessed on 02/04/2018
  • Day, G. S., & Wensley, R. (1983). Marketing theory with a str. orientation. The Journal of Marketing, 79-89.
  • East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal Of Research İn Marketing, 25(3), 215-224.
  • Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 77-90.
  • Gilliland N., (2015). Are retail brands ditching mobile apps? A look at some stats & case studies. Blog. https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies. Accessed on 02/04/2018
  • Gupta, A., & Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36, 1-7.
  • Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 5. Baskı. Ankara: Asil Yayın.
  • Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. 3. Baskı. NewYork: The Guilford Press.
  • Krum, C. (2010). Mobile Marketing: Finding Your Customers No Matter Where They Are. QUE biztech. Indianapolis/USA.
  • Lee, D. H., Choi, S. B., & Kwak, W. J. (2014). The effects of four dimensions of strategic orientation on firm innovativeness and performance in emerging market small-and medium-size enterprises. Emerging Markets Finance and Trade, 50(5), 78-96.
  • Meydan, C.H. ve H. Şeşen (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. 1. Baskı. Ankara: Detay Yayıncılık.
  • Moth D., (2012). Eight studies that reveal how shoppers use smartphones in-store. Blog. https://econsultancy.com/blog/11259-eight-studies-that-reveal-how-shoppers-use-smartphones-in-store
  • Nielsen (2016). Mobile Money From Shoppıng To Bankıng To Payments, How Mobıle Is Transformıng Commerce Around The World. Global Mobıle Money Report. www.nielsen.com/content/dam/nielsenglobal/kr/docs/global report/2016/nielsen_global_mobile_money_report_final.pdf. Accessed on: 25.04.2018.
  • Okazaki, S. (2009). Social influence model and electronic word of mouth: PC versus mobile internet. International Journal of Advertising. 28(3), 439-472.
  • Parnell, J. A. (2013). Strategic management: Theory and practice. Sage Publications, USA.
  • Robles P., (2015). Are marketers overestimating mobile search?. Blog. https://econsultancy.com/blog/67089-are-marketers-overestimating-mobile-search.
  • Roy, S. K., Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and Social Change, 124, 257-270.
  • Salavou, H., Baltas, G., & Lioukas, S. (2004). Organisational innovation in SMEs: the importance of strategic orientation and competitive structure. European Journal of Marketing, 38(9/10), 1091-1112.
  • Samarhan, A. (2016). In-store Consumer Shopping Behaviour Through Mobile Phones. Arcada University Master School Finland/Helsinki. Master Thesis. goo.gl/t8C2gZ, Acc. 09/05/2018.
  • San-Martin, S., Prodanova, J., & Jimenez, N. (2015). The impact of age in the generation of satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23, 1-8.
  • Schumacker, R. E., & Lomax, R. G. (2010). A Beginner's Guide to Structural Equation Modeling. 4. Baskı. NY: Taylor &Francis.
  • Schermelleh-Engel, K. ve H. Moosbrugger (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8 (2), 23-74.
  • Srivastava, P., Yoo, J., Frankwick, G. L., & Voss, K. E. (2013). Evaluating the relationship of firm strategic orientations and new product development program performance. Journal of Marketing Theory and Practice, 21(4), 429-440.
  • Wang, C., Harris, J., Patterson, P.G., (2012). Customer choice of self-service technology: the roles of situational influences and past experience. J. Serv. Manag. 23 (1), 54–78. http://dx.doi.org/10.1108/09564231211208970.
  • Wang, N., Shen, X. L., & Sun, Y. (2013). Transition of electronic word-of-mouth services from web to mobile context: A trust transfer perspective. Decision Support Systems, 54(3), 1394-1403.
  • Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234.
  • We Are Social (2018). Digital in 2018/Jan., Essential İnsight İnto İnternet, Social Media, Mobile And E-Commerce Use Around The World. Hootsuite. https://wearesocial.com/, Accessed on: 25.04.2018
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Kasım Yılmaz 0000-0002-4544-4727

Volkan Temizkan 0000-0002-1162-7912

Yayımlanma Tarihi 30 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 7 Sayı: 4

Kaynak Göster

APA Yılmaz, K., & Temizkan, V. (2018). The Effect of Mobile Shopping Applications Usage Experience on Customers’ WOM Intentions and Shopping Effectiveness. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 7(4), 2780-2796. https://doi.org/10.15869/itobiad.441094
İnsan ve Toplum Bilimleri Araştırmaları Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.