The effects of smartphone usage preferences of consumers on the buying process under the scope of mobile technologies
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Tarih
2021
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info:eu-repo/semantics/openAccess
Özet
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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Üçüncü Sektör Sosyal Ekonomi
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Cilt
56
Sayı
2
