Mobil Alışveriş Uygulamaları Bildirimlerine Karşı Tüketici Tutumları Hakkında Bir Araştırma
A Study on Consumer Attitudes Against Mobile Shopping Applications Notifications
Author(s): Nil Esra Dal, Kudret Armağan, Pınar KAYIKÇISubject(s): Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: İşletme Araştırmaları Dergisi
Keywords: Mobile marketing; Mobile advertising; Mobile shopping applications; Mobile notifications;
Summary/Abstract: Purpose – The aim of the study is to measure consumer attitudes against notifications of mobile shopping applications. Another aim of the study is; The aim of this study is to investigate whether these consumer attitudes differ according to demographic factors such as family income, gender, educational status, occupation and age. Design/methodology/approach – The study was started with a literature review and exploratory research. In order to measure consumer attitudes against notifications of mobile shopping applications; Ma et al., (2009), Tsang et al., (2004), Ducoffe (1996), MacKenzie and Lutz (1989) developed by the scales and Sahin and Aytekin (2012) 's work was used; dimensions and expressions are created by adapting to notifications. Scale items were subjected to factor analysis first, and T-Test and correlation analysis were applied to analyze whether the resulting factor dimensions differ according to demographic factors.
Journal: İşletme Araştırmaları Dergisi
- Issue Year: 11/2019
- Issue No: 3
- Page Range: 2040-2058
- Page Count: 19
- Language: Turkish