The effect of mobile shopping applications usage experience on customers’ wom intentions and shopping effectiveness
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Mobile shopping context has affected marketing and sales strategies dramatically. Businessesshould be technologically oriented to reach mobile consumers effectively and observe theirshopping behaviors. Consumers like to share their comments about their mobile shoppingexperience through social media and reflect their satisfaction by emitting word of mouth(WOM). Mobile shopping effectiveness is the consumers’ satisfaction level derived from preshoppingexpectations and the actual mobile shopping experience. In this research it is aimed toanalyze the impact of customer satisfaction from mobile shopping experience on their WOMintentions and effective shopping perceptions. Within this context a questionnaire was appliedto 295 mobile shopping application users who were selected according to convenience samplingmethod. Hypotheses have been tested through the structural equation modelling. According toresearch findings, customer satisfaction has a meaningful, positive and strong impact oncustomers’ WOM intentions and their shopping effectiveness perceptions.
Açıklama
Anahtar Kelimeler
Tarih, Din Bilimi, İşletme, Kamu Yönetimi, Felsefe, İktisat, Uluslararası İlişkiler
Kaynak
İnsan ve Toplum Bilimleri Araştırmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
4
