E-Hizmet Kalitesi ve Güvenin Mobil Uygulama Kullanma Memnuniyetine Etkisi

Abstract

The purpose of this study is to investigate the behavior of consumers using mobile commerce applications that can be downloaded to smartphones. In this context, the effect of eservice quality and trust arising from using mobile commerce applications on mobile application satisfaction was examined. In addition, the effect of mobile application satisfaction and trust on purchase intention has been addressed. For this purpose, a 32-item 5-point Likert-type questionnaire was applied to consumers who using mobile shopping applications on their smart phones. In addition, demographic questions to determine the gender, age, education level and monthly income level of the participants were included. A total of 294 consumers participated in the survey. The collected data were analyzed using SPSS 18 and AMOS 23 software. The hypotheses put forward within the aim of the research were evaluated using path analysis. In addition demographic characteristics and mobile application usage of the participants were included in the study. According to the data obtained from the research, it is concluded that the effectiveness factor which is one of the sub-dimensions of e-service quality and trust variable have a significant effect on e-satisfaction. Again, the effect of mobile application satisfaction and trust on purchase intention was also significant. It can be stated that the individuals who make the purchase transaction with the mobile shopping application will re-purchase behavior through the applications when they are satisfied with the service provided to them. (English) [ABSTRACT FROM AUTHOR]