(A Study on Consumer Attitudes Against Mobile Shopping Applications Notifications)

Abstract

Purpose – The aim of the study is to measure consumer attitudes against notifications of mobile shopping applications. Another aim of the study is; The aim of this study is to investigate whether these consumer attitudes differ according to demographic factors such as family income, gender, educational status, occupation and age. Design/methodology/approach – The study was started with a literature review and exploratory research. In order to measure consumer attitudes against notifications of mobile shopping applications; Ma et al., (2009), Tsang et al., (2004), Ducoffe (1996), MacKenzie and Lutz (1989) developed by the scales and Sahin and Aytekin (2012) 's work was used; dimensions and expressions are created by adapting to notifications. Scale items were subjected to factor analysis first, and T-Test and correlation analysis were applied to analyze whether the resulting factor dimensions differ according to demographic factors. Findings – As a result of the analysis, five factor dimensions emerged and it was named as amusement, annoying, informing, personalization and reliability. After the factor analysis, when the arithmetic mean values of the factor dimensions are examined; It has been revealed that the factor dimension that most explains consumer attitudes towards mobile shopping applications notifications is the information dimension. In addition, there was a significant difference between the variables of entertainment, information and reliability, marital status variable, amusement factor, age and occupational variables, limitation factor and monthly income variable. There was no significant difference between the other variables. Discussion – Consumers are interested in the most informative feature of notifications of mobile shopping applications. In this regard, the messages will be weighted with information and personalization will attract more attention. If they are exposed too much during the day, this may cause them to get upset or even to eradicate the practice. Businesses should not overdo it in sending a notification message. As a result of the research, they should also avoid exaggerated messages about trust and claim in the notification messages because consumers do not find notification messages as entertaining and reliable.