TITLE:
The Effect of Mobile Shopping on Shopping Attitudes: A Field Study on the Food Sector in Istanbul
AUTHORS:
Ahmad Sajaad Haidary, Murat Basal
KEYWORDS:
Mobile Shopping, Shopping Attitude, Food Industry, Digital Marketing
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.12 No.2,
February
20,
2024
ABSTRACT: In today’s digital age, the internet has been used in every field. With
the widespread use of smart phones, individuals have started to make their
mobile shopping through these channels. The fact that it offers a very useful
shopping opportunity for consumers also makes the mobile shopping process widespread.
Emotions, beliefs and actions in the attitude process, in which people
determine their direction towards an object or thought they encounter, indicate
their final attitude. The consumer shopping attitude, in which there are many
differences individually, ultimately results in a situation of liking or
disliking. The food sector, which is the field of substances that people need
to consume in order to meet their physiological needs, is in the category of
priority products preferred by the consumer. In this study, it is aimed to
determine the effect value of the attitude of the consumer in the shopping
process, depending on the purchasing status of the mobile shopping made from
mobile phones. The survey created in this direction was applied with the Google
form, and data were obtained from consumers who shopped using mobile internet
in the province of Istanbul in a one-month period between 01-31 May
2023. Data were obtained from 407 people in total by convenience sampling
method, and these were statistically analyzed through the SPSS program, and our
models and hypotheses created after ANOVA and t tests were tested. As a result,
it was concluded that mobile shopping has an effect on the shopping tour. It is
suggested that mobile internet, which is considered as the field of study here,
should be tried for different factors and in different sectors.