Exploring Factors Affecting Consumers’ Adoption of Shopping via Mobile Applications in Turkey

Oguz YILDIZ, Hakan KITAPCI

Abstract


The aim of this study is to identify the factors behind consumers’ adoption of shopping via mobile applications and to develop a new model that explains this situation. The related literature was examined for this purpose. Delphi technique was preferred to determine factors in the study. Data was collected through questionnaires. Exploratory Factor Analysis (EFA) was conducted with SPSS. A research model based on an integration of various theoretical fields was developed. As a result of EFA, ten new dimensions emerged in the study. And then, in order to statistically analyze the measurement and structural models, this study used Smart PLS for Structural Equation Modeling (SEM) technique. After path analysis with Smart PLS, a new conceptual model was developed to explain adoption of shopping via mobile applications by consumers in Turkey. Structures such as Personalization, Word of Mouth Communication and Perceived Mobility used in the model developed within the scope of this research, but rarely used in this field of studies, were verified to be determinants of shopping behavior via mobile applications in Turkey. The model developed within the study is both valid and reliable in terms of its structure and all relations established within the scope of the model are significant.


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DOI: https://doi.org/10.5539/ijms.v10n2p60

Copyright (c) 2018 Oguz YILDIZ, Hakan KITAPCI

License URL: http://creativecommons.org/licenses/by/4.0

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail: ijms@ccsenet.org

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