THE EFFECTS OF PERSONALITY, USABILITY AND TECHNOLOGICAL FACTORS TO M-SHOPPING USE

Authors : Mustafa Karadeniz, Mustafa Gözüyukari

Pages : 105-129

View : 18 | Download : 12

Publication Date : 2016-04-24

Article Type : Other

Abstract :Nowadays mobile devices such as smartphones and tablets become widespread and this led mobile shopping to be conducted anytime and anywhere and increased the attention to m-shopping. In this paper we studied the factors effecting the use of m-shopping value from Personalization, Self-Efficacy, Intimacy, Simplicity, Mobility, Connectivity perspectives. The m-shopping value that users experience during m-shopping can be divided into utilitarian value and hedonic value. The results show that personalization, self-efficacy, intimacy, simplicity, mobility, and connectivity variables have effect on m-shopping value.   In this study sample consists of 342 people above 18 years of age living in Istanbul. A public survey is used as data collecting method and a factor analysis, T-tests, an ANOVA/Welch test and a reliability analysis are performed for the acquired data by using the SPSS package program. Moreover, the model structured for the study is tested through a LISREL structural equation model.
Keywords : Mobile shopping, utilitarian value, hedonic value