Today, rapid changes and innovations in technology cause changes in the health sector as in many areas. Especially mobile technologies and applications are increasing their usage areas in the health sector day by day. Thanks to these mobile health applications, consumers provide a lot of convenience and advantages in healthy eating, reproductive health, disease monitoring, access to health records, etc.The study aims to investigate consumers’ usage of mobile health (mHealth) applications with the extended Unified Theory of Acceptance and Use of Technology (UTAUT) model. It is possible to say that it is an empirical study since the data were collected with the questionnaire method. Because this is research based on a cause-and-result relationship, the relationships were revealed with Structural Equation Modelling (SEM). The data were collected between November 2020 and January 2021 via the Google Forms platform from 354 individuals using convenience sampling through social media channels. The SPSS and SmartPLS programs were used for the analyses. First of all, it was determined that the scales' validity and reliability were ensured by performing validity and reliability analysis of the research model. According to the findings, it was revealed that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, hedonic motivation, and perceived trust have a significant effect on the intention to use mHealth applications and, the intention to use mHealth applications has a significant effect on the behaviour of use mHealth applications.
PurposeThis study aims to test the effect that the perceived legitimacy of influencers has on the attitude toward the brand from the consumer point of view, as well as the mediating effect brand trust has on the relationship between the perceived legitimacy of influencers and attitude toward the brand.Design/methodology/approachBy using Google Forms to distribute links on various social media platforms, data were collected between January 15, 2021, and February 20, 2021. The population participants were all over 18 and had social media accounts. In the questionnaire, participants were asked to write down three influencers that they followed. They were then asked to answer the other statements in the survey with these three influencers in mind. Participants were included through convenience sampling from the population. A total of 514 people answered the questionnaire. These questions were then subjected to a statistical analysis using PLS-SEM.FindingsThe results showed that cognitive, moral and pragmatic legitimacies significantly affect brand trust. Moreover, the moral and pragmatic legitimacies significantly affect the attitude towards the brand. Regarding the mediation effect, results showed that brand trust has a mediating effect between the perceived legitimacy of influencers and attitude towards the brand.Research limitations/implicationsOne of the main limitations of this study is that the data were collected by convenience sampling. Therefore, the research results cannot be generalised. Another limitation is that the study measures general perceptions of influencers' legitimacy, so it has not been addressed in terms of a specific product group, follower or influencer self-branding issues.Practical implicationsThe managerial contribution of this research centers on the ability to evaluate the influencers and their legitimacy in society; not only by their follower count but also by the legitimacy factors that can be named under the name of primary legitimacy norms. Managers will then be able to use this framework to determine which influencers they want to work with.Originality/valueWhen the literature was reviewed, no study was found that examined and measured the perceived legitimacy of influencers in terms of social norms, values and morals. This research aims to add the concept of the perceived legitimacy of influencers to the discussion in the literature, embody the legitimate framework of influencers' activities and provide a more general conceptual basis for persuasiveness in influencer marketing.
Bu çalışmanın amacı, tüketicilerin kişilik özelliklerine göre farklı ürün gruplarına yönelik ilgilenim düzeyleri ile ilgilenim boyutları açısından farklılık olup olmadığının incelenmesidir. Bu amaç doğrultusunda beğenmeli mallardan olan spor ayakkabı (dayanıklı) ve cilt bakım kremi (dayanıksız) ürünleri üzerinden tüketici ilgilenimleri incelenmiştir. Araştırmada veri toplama aracı olarak anket yöntemi belirlenmiş olup, veriler Eylül 2018- Kasım 2018 tarihleri arasında Bilecik ilinde kolayda örnekleme yöntemiyle 329 kişiden toplanmıştır. Veriler SPSS ve AMOS programında analiz edilmiştir. Araştırma bulgularına göre, spor ayakkabı ve cilt bakım kremine yönelik ilgilenimin çeşitli boyutları arasında tüketicilerin kişilik özelliklerine göre farklılıklar gözlenmiştir. Ancak, her iki ürün için yüksek, orta ve düşük ilgilenim düzeylerine göre kişilik tipolojileri açısından farklılık görülmemiştir. Spor ayakkabı ürününde ilgilenim boyutlarından hata olasılığı açısından A ve B tipi kişilik özellikleri arasında fark görülürken, cilt bakım kremi ürününde ise hata olasılığı, sembolik değer, hedonik değer ve risk önemi boyutlarında istatistiksel açıdan farklar görülmüştür.
Günümüzde çoğunlukla gelenekselden internete doğru kayan satın alma karar sürecinin en etkileyici faktörlerinden biri de hiç kuşkusuz sosyal medya fenomenleridir. Satın alma karar sürecinin ihtiyaç hissedilmesi anından başlayarak satın alma sonrasına kadar uzanan her aşamasında sosyal medya fenomenlerinin etkilerini görmek mümkündür. Bu çalışmanın amacı da sosyal medya fenomenlerinin satın alma karar sürecindeki rolünü ortaya koymaktır. Bu bağlamda 15 Mayıs- 1 Haziran 2019 tarihleri arasında internet üzerinden çeşitli sosyal medya ortamlarında kolayda örnekleme yöntemi ile 448 kişiden anket yöntemi ile veri toplanmıştır. Araştırma sonuçlarına göre, katılımcıların sosyal medya fenomenlerini takip etme nedenleri arasında ilk üç sırada eğlenmek, çeşitli konular hakkın da bilgi sahibi olmak, merak etmek gibi nedenler yer alırken, sosyal medya fenomenlerinde bekledikleri özellikler ise sırasıyla samimi olması, etkileme gücüne sahip olması ve ilgi çekici olması öncelikli olmaktadır. Katılımcıların sosyal medya fenomenlerinden etkilenerek en çok satın aldıkları ürünler ise giyim ürünleri ve kozmetik ürünlerdir. Ayrıca araştırma sonucunda ortaya çıkan bir diğer bulgu ise, sosyal medya fenomenlerine yönelik algıların satın alma karar sürecinde etkili olduğudur.
Bu makale, en az iki hakem tarafından incelenmiş ve intihal içermediği, araştırma ve yayın etiğine uyulduğu teyit edilmiştir. / This article has been reviewed by at least two referees and it has been confirmed that it is plagiarism-free and complies with research and publication ethics. http://www.itobiad.com/
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