Hedonic, Utilitarian and Symbolic Drives Behind Place Check-in Activity of Mobile Consu mers

Abstract

Turkey with 67 million mobile subscribers is an important target market for mobile marketers. Check-in applications which is an important part of mobile marketing are the main subject of this study. The aim of the study is to measure the the impacts of hedonic, utilitarian and social motivations behind mobile check-in activity, along with the impact of familiarity with check-in application and socialiability level of a person. These impacts are examined over frequency of check-ins and loyalty to a specific mobile check-in application. The relationships were tested with Structural Equation Modeling (SEM) by using Amos 21 software program. The outcomes show positive effects of familiarity with check-in application on check-in frequency; hedonic, utilitarian, conspicuous values and socialiability on loyalty to a specific check-in application. The results of the study is believed to be helpful to mobile marketing managers in terms of crafting right marketing strategies in mobile environment.