Mobile app usage and its implications on consumer behavior toward consumer goods

Tra Lei, Thi Huong; Kot, Radosław

doi:10.21008/j.0239-9415.2019.080.18

Artykuł - szczegóły

Tytuł artykułu

Mobile app usage and its implications on consumer behavior toward consumer goods

Autorzy

Tra Lei Thi Huong , Kot Radosław

Treść / Zawartość

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DOI

10.21008/j.0239-9415.2019.080.18

Warianty tytułu

Wykorzystanie aplikacji mobilnych i ich wpływ na zachowanie klientów przy nabywaniu dóbr konsumpcyjnych

Języki publikacji

Abstrakty

This study attempts to examine the influence of mobile apps on customers’ attitude and finally customers’ actual use behavior toward consumer goods. By applying the theory of mobile marketing and mobile commerce, the authors investigated the antecedents and the consequences of mobile apps to conclude about their implications in marketing. Variables, namely financial value, convenience value and fit of information are proven to have a positive impact on perceived usefulness; app design, ease of understanding and intuitive handling positively affect the perceived ease of use. Perceived variables including usefulness and ease of use have a positive influence on a consumer’s attitude. Finally, purchase intention and sharing intention, followed by actual use behavior are as a consequence in the conceptual model.

W pracy zrelacjonowano próbę zbadania wpływu aplikacji mobilnych na nastawienie klienta i jego rzeczywiste zachowanie w odniesieniu do dóbr konsumpcyjnych. Zastosowano w niej teorię marketingu mobilnego i handlu mobilnego w celu zbadania możliwości i konsekwencji używania aplikacji mobilnych w obrębie grupy docelowej. Udowodniono, że pewne zmienne, a mianowicie wartość finansowa dóbr, wygoda dostępu do informacji i ich dopasowanie do oczekiwań klienta mają pozytywny wpływ na postrzeganą użyteczność aplikacji, a właściwe zaprojektowanie aplikacji, ich przyjazność i intuicyjna obsługa pozytywnie wpływają na łatwość użytkowania. Szczególnie ważne okazały się przydatność i łatwość użytkowania jako czynniki korzystnie oddziałujące na nastawienie konsumenta. Zamiar zakupu i gotowość do udostępniania w sieci informacji na ten temat, a także późniejsze rzeczywiste wykorzystanie aplikacji są zależne od czynników opisanych w koncepcji modelowego zachowania.

Słowa kluczowe

mobile apps attitude actual use behavior consumer behavior mobile marketing and mobile commerce

aplikacja mobilna postawa rzeczywiste użytkowanie zachowania konsumentów marketing mobilny handel mobilny

Wydawca

Wydawnictwo Politechniki Poznańskiej

Czasopismo

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

Rocznik

2019

Tom

Nr 80

Strony

263--287

Opis fizyczny

Bibliogr. 49 poz., tab.

Twórcy

autor

Tra Lei Thi Huong

Graduate of Poznan University of Technology, Faculty of Engineering Management

autor

Kot Radosław

Poznan University of Technology, Faculty of Engineering Management

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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