Tüketicilerin Perakende Alışverişlerinde Ürün ve Fiyat Bilgisi Toplamak Amacıyla Akıllı Telefon Kullanımına Yönelik Tutum ve Niyetlerinin Belirlenmesi Determinatıon of Consumers’ Attitudes and Intentions About Smart Phone Usage at Product and Price Search in Retail Shopping

Günümüzde mobil internet ve mobil teknolojilerde yaşanan gelişmelere paralel olarak artık cep telefonları bir çok online işlemi istenilen yer ve zamanda gerçekleştirebilen birer cep bilgisayarları haline gelmiştir. Teknoloji Kabul Modeli'nden (TKM) hareketle algılanan kullanım kolaylığı ve algılanan faydanın tüketicilerin akıllı telefon kullanımına yönelik tutumlarını olumlu yönde etkileyeceği varsayılmıştır. Oluşacak bu tutumların da satın alma niyeti üzerinde etkisinin olup olmadığı araştırılmak istenmiştir. Bu amaçla kurulan modelin test edilmesi için kolayda örnekleme yöntemiyle elde edilen 210 anket analize tabi tutularak tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizleri ile güvenirlilik analizleri yapılarak yapısal model test edilmiştir. Analizler sonucunda tüketicilerin alışverişlerinde akıllı telefonları üzerinden rahat ve kolay bir şekilde ürün ve fiyat bilgisi toplayabilmesi ve bunu da faydalı bulmaları kullanımına yönelik olumlu tutumlar geliştirmelerini sağlamıştır. Oluşan bu olumlu tutumlar da ürün ve fiyat bilgisi toplamak amacıyla akıllı telefon kullanımına yönelik niyetleri pozitif etkilemektedir. Today in parallel with the developments in internet and mobile technologies, mobile phones became pocket computers that can perform many online transactions at desired time and place. Accordingly with Technology Acceptance Model (TAM), it is assumed that the perceived ease of use and perceived utility will positively affect consumers' attitudes towards smartphone use. It is also investigated whether these attitudes have an effect on the purchase intention. In order to test the model constructed for this purpose, 210 questionnaires obtained by easy sampling method were analyzed. The structural model was tested by descriptive statistics, explanatory and confirmatory factor analysis and reliability analysis. As a result of the analyzes, ease of use of smart phones in collecting product and price information through smartphones during retail shopping and perceived utility from this process have developed positive attitudes at consumers towards the use of mobil phones. These positive attitudes also positively influenced purchase intentions

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

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

Examination of Consumers Purchasing Behavior on the Mother' s Day in the Context of Theory of Reasoned Action

Tüketiciler, tüketim teşvikleriyle beraber günümüzde önemi artan özel günlerde (Yılbaşı, Anneler, Babalar, Sevgililer Günü vb.) daha fazla hediyeleşme davranışını sergilemektedirler. Bu çalışmanın amacı, tüketicilerin özel günlerde hediyeleşme davranışını nasıl değerlendirdikleri ve anneler günü hediye satın alma davranışlarının incelenmesidir. Bu bağlamda sosyal bilimlerde insan davranışlarını incelemek için kullanılan yöntemlerden biri olan Sebepli Davranış Teorisi (SDT) çerçevesinde çalışma yürütülmüştür. Tüketicilerin hediye satın alma davranışına yönelik tutumları ile öznel normlarının (çevresindeki insanlar tarafından oluşturulan sosyal baskılar) kişinin niyeti ve fiili davranışları üzerindeki etkileri araştırılmıştır. Bu doğrultuda Recep Tayyip Erdoğan Üniversitesinde eğitim gören öğrenciler ana kütle olarak ele alınmış ve 285 öğrenciye çevrimiçi anket uygulanmıştır. Elde edilen veriler üzerinde tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizi ile güvenirlilik analizleri yapılarak yapısal model test edilmiştir. Model sonuçları incelendiğinde, tutumun niyet üzerinde anlamlı bir etkisi olduğu, öznel normun ise niyet üzerinde hiçbir etkisi olmadığı görülmüştür. Sonuç olarak anneler gününde hediye satın alma davranışının gerçekleşmesinde tutum tarafından önemli ölçüde etkilenen niyetler, davranışların önemli bir belirleyicisi olmuştur.Together with consumption incentives, consumers are exhibiting more gift-giving behaviors in special occasions (Christmas, Mother's Day, Father's Day and Valentine's Day, etc.), which are increasing in importance today. The purpose of this study is to examine how consumers perceive the gift-giving behavior on special occasions and the behavior of purchasing gifts on their mother's day. In this context, a study has been carried out within the framework of the Theory of Reasoned Action (TRA), one of the methods used to examine human behavior in social sciences. The effects of consumers attitudes and subjective norms to gift buying behavior on one's intentions and actual behavior were investigated. In this respect, the students who were educated at Recep Tayyip Erdoğan University were considered as the main body and 285 students were applied online questionnaire. Structural model was tested by using descriptive statistics, explanatory and confirmatory factor analysis and reliability analysis on the obtained data. When the model results were examined, it was seen that the attitude had a significant effect on the intention while the subjective norm had no effect on the intention. As a result, intentions that are significantly influenced by attitude in the realization of gift buying behaviors on the mother's day have become an important determinant of their behavior

Motivations of Retailers Accepting Cryptocurrency Payments and Their Implications on Retail Customer Experience

The level of technology use of humanity has increased, while the interest in digital assets has increased with the effect of the pandemic period. This increasing interest has led to curiosity about what kind of consumer experience cryptocurrencies will offer when used in retail shopping. This study aims to reveal the advantages and disadvantages of using cryptocurrencies in shopping based on the experiences of businesses that accept payments with cryptocurrencies. Interviews were conducted with 9 businesses in Turkey that accept payments with crypto money using the in-depth interview technique in this study. As a result of the content analysis carried out with the NVivo analysis program for the findings, a research model was proposed. The results of this research point out that crypto currencies are preferred by consumers and retailers due to the fact that they are a fast, safe and cheap global payment tool. However, it has been found that there are also consumers who are totally unaware of the existence of payments with crypto currencies. Some consumers do not prefer payments with crypto currencies either because of low technology usage level or lack of trust to the system. However, when necessary legal sub-regulations are made and everything is digitized, money will also become digital in the common opinion. Unlike the studies in the literature, as a result of this study, it is predicted that payments with crypto money will be one of the alternative payment tools of the future, after the cryptocurrencies are positioned on a legal platform by the official authorities