Publication: TÜKETİCİLERİN FOURSQUARE VEYA SWARM UYGULAMALARINI KULLANARAK YER BİLDİRİMİ YAPMA DAVRANIŞLARININ, MARKA TUTUMUNA VE SATIN ALMA NİYETİNE ETKİSİ
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Günümüzde teknolojinin ilerlemesi, geleneksel medyadan yeni medyaya geçiş sürecinde önemli rol oynamıştır.Özellikle akıllı telefonların fazlalığı, her sektörden çeşitli firmaların birbiriyle rekabet etmesinde akıllı telefonlardakullanılan uygulamaları da geliştirmiştir. Bu uygulamalardan biri olan Foursquare, kullanıcılarına farklı şehirlerikeşfettirmeyi vaat eden, küresel konumlama sistemini kullanan ve kullanıcıların arkadaşlarıyla ağ kurmasınısağlayan bir uygulamadır. Bu çalışmanın amacı da, son yıllarda Foursquare adıyla hayatımıza giren ve daha sonraSwarm adı altında kullanıcılarına çeşitli yenilikler sunan yer bildirim (check-in) uygulamasının üniversiteöğrencileri tarafından kullanımları ile yer bildirimi yapılan mekânlara/markalara karşı tutum ve satın almaniyetlerine etkisini ortaya çıkartmaktır.Toplam 263 geçerli anket analize tabi tutulmuştur. Araştırmaya göre, üniversite öğrencilerinin en fazla tercihettiği mekânlar, “Cafe”, “Bar”, “Okul”, “Restoran” ve “Alışveriş Merkezi”dir. Araştırmada, Foursqaure/Swarmuygulamalarındaki yer bildirimi yapma davranışları ile ilgili ölçek hem keşfedici hem de doğrulayıcı faktöranalizine tabi tutulmuştur. Bu analizler sonucunda, ilgili ölçek “Rozet Kazanma ve Oyun”, “Eğlence ve İletişim”ve “Görüş Bildirme ve Keşfetme” olarak isimlendirilen üç faktör altında toplanmıştır. Sonrasında, yapılanregresyon analizi sonucuna göre, öğrencilerin markalara/mekânlara karşı tutumları ve satın alma niyetleri üzerindeetkili olan faktörlerin “eğlence ve iletişim halinde olma” ile “görüş bildirme ve keşfetme” olduğu ortaya çıkmıştır.
Today advancements in technology played important role in the transition process from traditional media to modern media. Specifically the wide spread use of smart phones, improved the applications used in smart phones in rivalling companies from various sectors. Foursquare is one of those current applications, which commits to users to explore different cities, using global positioning system and ensuring its users to establish networks with their friends. The purpose of this study is to reveal that in recent years entering our lives with the name of Foursquare which recently offering a variety of innovations to the users under the name of Swarm check-in applications by using university students with bearing of an attitude to the check-in brands/places and its effect on purchase intentions. The total number of usable surveys were 263. The research was conducted on university students most favoured places are “cafe”, “bar”, “school”, “restaurant” and “shopping malls”. In researches, the scale referring to the position statement behaviour in Foursquare/Swarm applications is subjected to both exploring and verifying analysing factors. At the end of these analyses the relevant scale is grouped under three factors named “Badge Gaining and Game”, “Entertainment and Communication” and “Presenting an Opinion and Exploring. According the regression analysis results, two factors emerged as having an effect on brands/places attitude and purchase intentions: “to be entertainment and communication” and “comment and discovery”.
Today advancements in technology played important role in the transition process from traditional media to modern media. Specifically the wide spread use of smart phones, improved the applications used in smart phones in rivalling companies from various sectors. Foursquare is one of those current applications, which commits to users to explore different cities, using global positioning system and ensuring its users to establish networks with their friends. The purpose of this study is to reveal that in recent years entering our lives with the name of Foursquare which recently offering a variety of innovations to the users under the name of Swarm check-in applications by using university students with bearing of an attitude to the check-in brands/places and its effect on purchase intentions. The total number of usable surveys were 263. The research was conducted on university students most favoured places are “cafe”, “bar”, “school”, “restaurant” and “shopping malls”. In researches, the scale referring to the position statement behaviour in Foursquare/Swarm applications is subjected to both exploring and verifying analysing factors. At the end of these analyses the relevant scale is grouped under three factors named “Badge Gaining and Game”, “Entertainment and Communication” and “Presenting an Opinion and Exploring. According the regression analysis results, two factors emerged as having an effect on brands/places attitude and purchase intentions: “to be entertainment and communication” and “comment and discovery”.