Abstract:

With the spread of the use of smartphones and tablets, mobile shopping apps that enter our lives are being used more and more on a daily basis and are becoming a priority for individuals in online shopping. The aim of this study is to study and evaluate the purchasing behavior of individuals using mobile shopping apps. The universe of study is formed by individuals living in the province of Sivas and using mobile shopping apps. The study has determined the positive impact of the ease of use and benefit perceived by individuals using the mobile application on their overall purchasing intentions. However, the research has shown that mobile applications that consumers find useful also have an impact on unplanned purchasing behavior. It is also the other findings obtained by research that the unplanned purchasing behaviour of individuals using mobile applications has a positive impact on their overall purchasing intention.

Abstract:

With the widespread use of smart phones and tablets, mobile shopping applications that come into our lives are used more and more and they become a preferred medium for internet shopping. The purpose of this study is to determine the buying behavior of individuals using mobile shopping applications. The universe of the study consists of individuals living in Sivas and using mobile shopping applications. According to the results of the study; the positive effect of the ease-of-use and usefulness perceived by individuals using mobile applications on general purchasing intentions was determined. The results of the research revealed that the mobile applications that consumers think useful have an effect on unplanned purchasing behavior. In addition, the positive effects of unplanned purchasing behaviors of individuals using mobile applications on general purchasing intent are the other findings obtained by research

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