Mobil Alışverişin Yenilikçi Tüketici Davranışına Etkisi
The Effect of Mobile Shopping on Innovative Consumer Behavior

Summary/Abstract: Purpose - Consumers who follow innovations a lot and can easily own them are innovative consumers who carry a lot in marketing. For this reason, the aim is to examine the effect of mobile shopping together with the demographic variables of the innovative consumers that are the subject of the study. Design/methodology/approach - Analysis was made by applying the structural equation model with the results obtained with Google Form from 390 consumers living in Turkey and having done mobile shopping before. Three of the hypotheses formed were accepted. Findings – As a result of the tests, it is expected that 1 unit increase in the Mobile Shopping variable according to the Standard regression coefficient will cause an increase of 0.252 units in the Innovative Consumer Behavior variable. When the relationships between the scales and their sub-dimensions were examined, it was seen that the highest correlation value was between the Mobile Shopping scale and its sub-dimension Comfort, and the lowest correlation value was between the Mobile Shopping scale Place dimension and the Innovative Consumer Behavior scale. Discussion – These results are consistent with the literature. Innovative consumers are also found to be able to buy unplanned and hedonic from time to time. Consumers who are sensitive to innovation can direct their product preferences depending on the thoughts of their heads.

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