Belirsizliğe Tahammülsüzlük ve Mobil Alışveriş İlişkisi Üzerine Bir Araştırma

Year 2023, Volume: 20 Issue: 1, 169 - 178, 30.06.2023

Alkan Alkaya

Abstract

Teknolojinin hızlı ilerlemesi, insanların alışveriş yapma şeklini önemli ölçüde dönüştürmüştür. Mobil alışveriş, kolaylık ve erişilebilirlik nedeniyle büyük popülerlik kazanmıştır. COVID-19 pandemisi, insanların evden çıkmadan alışveriş yapmalarını teşvik etmiş ve mobil alışverişin yaygınlaşmasına katkıda bulunmuştur. Bu çalışmanın amacı, belirsizliğe tahammülsüzlüğün mobil alışveriş davranışlarına olan etkisini incelemek ve bu ilişkiyi daha iyi anlamaktır. Araştırmada anket yoluyla katılımcıların belirsizliğe tahammülsüzlük düzeyleri ile mobile alışveriş alışkanlıklarını değerlendirmek üzere Uşak İl’inden basit tesadüfi örneklem tekniği kullanılarak ile toplam 484 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS ve AMOS yazılımları ile analiz edilmiştir. Araştırmanın sonuçlarında pandemiye yönelik korku, kaygı ve belirsizliği tahammülsüzlük faktörlerinin mobil alışveriş niyetini önemli ölçüde etkilediği sonucuna ulaşılmıştır. Araştırma pandemi sonrası söz konusu pandemiye yönelik faktörlerin mobil alışveriş niyetini önemli ölçüde etkilemeye devam ettiğini ortaya koymaktadır. Bu çalışmanın bulguları, mobil alışverişin belirsizliğe tahammülsüz tüketicilerin davranışları üzerindeki etkisini aydınlatmaya ve işletmelerin pazarlama stratejilerini geliştirmelerine ve müşteri deneyimini iyileştirmelerine yardımcı olabilmesi açısından önemlidir.

Keywords

Belirsizliğe Tahammülsüzlük, Mobil Alışveriş Niyeti, Kaygı

A Study on the Relationship between Intolerance of Uncertainty and Mobile Shopping

Abstract

Mobile shopping, also known as m-commerce, has gained immense popularity due to its convenience and accessibility. The COVID-19 pandemic has encouraged people to shop from home and has contributed to the widespread adoption of mobile shopping. The aim of this study is to examine the impact of intolerance of uncertainty on mobile shopping behaviors and gain a better understanding of this relationship. A total of 484 valid data were collected through a survey using the simple random sampling technique from Uşak Province to assess participants' levels of intolerance of uncertainty and their mobile shopping habits. The research hypotheses were analyzed using structural equation modeling with SPSS and AMOS software. The results of the study indicate that fear, anxiety, and intolerance of uncertainty related to the pandemic significantly influence the intention to engage in mobile shopping. The research reveals that these factors continue to have a significant impact on mobile shopping intention even after the pandemic. The findings of this study are important in shedding light on the impact of mobile shopping on the behavior of individuals who are intolerant of uncertainty and can assist businesses in developing their marketing strategies and improving the customer experience.

Keywords

Intolerance of Uncertainty, Mobile Shopping Intention, Anxiety

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