TÜKETİCİLERİN MOBİL KUPLARA YÖNELİK TUTUMLARININ BELİRLENMESİ VE BİR ARAŞTIRMA
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Dosyalar
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Namık Kemal Üniversitesi,İktisadi ve İdari Bilimler Fakültesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Mobil teknolojilerin gelişmesi ile birlikte artık zaman ve yer kısıtlarına bağlı kalınmadan, teknolojiden ve beraberinde getirdiği yeniliklerden faydalanmak mümkün olmaktadır. İşletmeler kısa mesaj servisleri (SMS) başta olmak üzere iletişim ve satış geliştirme faaliyetleri için mobil hizmetlerden gitgide daha fazla faydalanmaya başlamışlardır. Malların, hizmetlerin ve fikirlerin tutundurulması sürecinde yararlanılan mobil pazarlama faaliyetlerinin bir parçası olan ve SMS aracılığı ile tüketicilerin mobil telefonlarına gönderilen mobil kuponlara son yıllarda ilgi artmıştır. Çalışmanın amacı, reklam, kişisel satış ve halkla ilişkiler faaliyetleri dışında kalan tüm tutundurma faaliyetlerini içeren satış geliştirme araçlarından birisi olan mobil kupon uygulamalarına ilişkin tüketici tutumlarını ortaya koymaktır. Araştırma mail adreslerine erişilebilen 400 mobil telefon kullanıcısına ulaşılarak yapılmış ve 383 mobil telefon kullanıcısından dönüş olmuştur. Anket formunda iki grup soru sorulmuştur. Tutumları ölçmeye yönelik sorular Astrıd Dickinger ve Mırella Kleıjnen’nın yapmış oldukları çalışmada yer alan sorular temel alınarakgeliştirilmiştir. Cevaplayıcıların anket sorularına ilişkin görüşlerinden elde edilen verilerin SPSS programı aracılığı ile analizi yapılmıştır. Araştırmaya katılan cevaplayıcıların mobil kupon kullanım oranının az olduğu tespit edilmiştir. Kupon kullanma eğilimi ve ekonomik fayda ile tavır ve sosyal normlar arasında anlamlı bir ilişki olduğu görülmektedir. Mobil Kuponların satış geliştirme aracı olarak kullanılması müşterilerin bir ekonomik fayda sağladığına inanması ve kendini özel olarak hissetmesi ile mümkündür. İşletmelerin müşterilerinin kendilerini özel hissetmelerini sağlayıcı ve mobil kupon değerini arttırıcı çabalara yer vermeleri gerekmektedir.
Mobile technology, in every area of daily life, affects all age groups of people and increases its importance day by day. With development of mobile technologies, it can be possible that utilize the benefits of this technology and its innovations without limitation of time and place. Firms are increasingly using mainly Short Message Service (SMS) and mobile media for communication and promotion. In recent years, mobile coupons, which is one of the mobile marketing tools in the process of purchasing products and services, has been using as a promotion tools. There aren’t enough studies about via SMS with mobile coupons sent to consumers' mobile phones in Turkey. This study aims to determine the consumer’s attitude toward mobile coupons that is except for advertising, personal selling and public relations activities and sales developmenttools but includes all the promotional activities, trends of using mobile coupons and explain the factors which affect the using trend of consumers. In this study, sent a survey to 400 mobile phone users in Turkey and 383 mobile users responded the survey. The survey has included two groups of questions. One of them includes the demographic characteristics of consumers and the other one includes 33 questions which aims to measure of attitude of consumers. The questions of the second group were prepared the based on the study of Astrid DICKINGER and Mirella KLEIJNEN. The findings of the study is tested by using SPSS. It is found out that mobile coupon use among the answerers who participated the research is low. It is seen that there is a meaningful correlation between trend in coupon use and economic benefit with attitudeandsocialnorms. Thecustomers onlyfeel special when theybelievethemobile coupons as a sales development means provide economic benefit to theme. It is necessary for companies to put effort on making the customers feel special and improve the value of mobile coupons.
Mobile technology, in every area of daily life, affects all age groups of people and increases its importance day by day. With development of mobile technologies, it can be possible that utilize the benefits of this technology and its innovations without limitation of time and place. Firms are increasingly using mainly Short Message Service (SMS) and mobile media for communication and promotion. In recent years, mobile coupons, which is one of the mobile marketing tools in the process of purchasing products and services, has been using as a promotion tools. There aren’t enough studies about via SMS with mobile coupons sent to consumers' mobile phones in Turkey. This study aims to determine the consumer’s attitude toward mobile coupons that is except for advertising, personal selling and public relations activities and sales developmenttools but includes all the promotional activities, trends of using mobile coupons and explain the factors which affect the using trend of consumers. In this study, sent a survey to 400 mobile phone users in Turkey and 383 mobile users responded the survey. The survey has included two groups of questions. One of them includes the demographic characteristics of consumers and the other one includes 33 questions which aims to measure of attitude of consumers. The questions of the second group were prepared the based on the study of Astrid DICKINGER and Mirella KLEIJNEN. The findings of the study is tested by using SPSS. It is found out that mobile coupon use among the answerers who participated the research is low. It is seen that there is a meaningful correlation between trend in coupon use and economic benefit with attitudeandsocialnorms. Thecustomers onlyfeel special when theybelievethemobile coupons as a sales development means provide economic benefit to theme. It is necessary for companies to put effort on making the customers feel special and improve the value of mobile coupons.
Açıklama
Anahtar Kelimeler
Pazarlama, Satış Geliştirme, Mobil Pazarlama, Elektronik Kupon, Mobil Kupon, Marketing, Sales Development, Mobile Marketing, Electronic Coupons, Mobile Coupons
Kaynak
Balkan Sosyal Bilimler Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
3
Sayı
5
