The Effect of Mobile Shopping on Shopping Attitudes: A Field Study on the Food Sector in Istanbul

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.