The Relationship Between Mobile Shopping Motivations and Mobile Purchasing Behavior


BAŞYAZICIOĞLU H. N. , LEBLEBİCİ KOÇER L.

18. Uluslararası İşletmecilik Kongresi, Osmaniye, Türkiye, 2 - 04 Mayıs 2019, ss.913-925

  • Basıldığı Şehir: Osmaniye
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.913-925

Özet

In recent years, the tendency to mobile shopping has increased expeditiously thanks to the extensive usage of smartphones and tablet computers. This trend has led marketers and retailers to search for mobile shopping motivations of consumers in order to increase sales. Thus, the main purpose of this study is to investigate the relationship between mobile shopping motivations and mobile purchasing behavior. For this reason, prepared survey was applied to 413 undergraduate students and the data was analyzed with structural equation modeling. The results show mobile shopping motivations consist of user-interface, information-sharing, awareness, information satisfaction, convenience and security of mobile applications. These motivations strongly affect consumer attitudes and consumer attitudes determine the mobile shopping behaviors of consumers. Despite increasing volume of mobile shopping, it is noticed that limited number of studies have investigated mobile shopping behavior, therefore this study makes an important contribution to the literature.