Cilt 12 Sayı 2 (2024): Business & Management Studies: An International Journal
Makaleler

Mobil pazarlamanın müşteri katılımına etkisinde müşteri değerlemesi ve kullanıcı motivasyonunun aracılık rolleri

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  • Selin Yıllar,
  • Cemal Yükselen
Selin Yıllar
Doktora Öğrencisi, İstanbul Beykent Üniversitesi, İstanbul, Türkiye
Cemal Yükselen
Prof. Dr., İstanbul Beykent Üniversitesi, İstanbul, Türkiye
DOI: https://doi.org/10.15295/bmij.v12i2.2387

Yayınlanmış 2024-06-25

Anahtar Kelimeler

  • Mobil Pazarlama, Müşteri Katılımı, Kullanıcı Motivasyonu, Müşteri Değerlemesi
  • Mobile Marketing, Customer Engagement, User Motivation, Customer Evaluation

Nasıl Atıf Yapılır

Yıllar, S., & Yükselen, C. (2024). Mobil pazarlamanın müşteri katılımına etkisinde müşteri değerlemesi ve kullanıcı motivasyonunun aracılık rolleri. Business & Management Studies: An International Journal, 12(2), 297–314. https://doi.org/10.15295/bmij.v12i2.2387

Telif Hakkı (c) 2024 Selin Yıllar- Cemal Yükselen

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Bu çalışmanın temel amacı, mobil pazarlama uygulamalarına ilişkin algının müşteri katılımına olan etkisinde kullanıcı motivasyonu ve müşteri değerlemesinin aracılık etkilerini araştırmaktır. Önerilen kavramsal model, çevrimiçi anket aracılığıyla, İstanbul’da yaşayan 627 mobil uygulama kullanıcısından veriler toplanarak test edilmiştir. Bu çalışma, algılanan göreli fayda ve algılanan zorluğun, müşteri katılımının dört boyutu olan birlikte geliştirme, etkileme, zenginleştirme ve harekete geçirme davranışlarını olumlu yönde etkilediğini ve aynı zamanda; alana özel ilgi, biliş ihtiyacı ve biliş memnuniyeti ile algılanan keyif ve algılanan kontrolün müşteri katılımını olumlu yönde etkileyerek, mobil pazarlama uygulamalarına ilişkin algının müşteri katılımı ile olan ilişkisine aracılık ettiğini ortaya koymuştur. Müşterilerin mobil uygulamaların teknolojik özelliklerine karşı göstermiş oldukları davranışların anlaşılması açısından önemli bir katkı sağlamaktadır.

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