THE EFFECT OF MOBILE PROMOTIONS AND APPLICATION QUALITY ON CONSUMERS’ MOBILE BUYING IMPULSIVENESS: A CASE OF COMPARISON BETWEEN ZUBIZU AND HOPI

Today, digital consumers have adapted to the new world order and started to live their second life in mobile phones. Because everything has centralized over the mobile phones, marketing activities turned their face to the mobile marketing. Shopping activities of consumers moved to the mobile phones, therefore marketing promotions started to be mobile. This paper tries to surface the usage of mobile promotions and its effect on buying impulsiveness. In this research, the effect of sales promotions that appeal to both hedonic and utilitarian consumers and mobile application quality on consumers’ mobile buying impulsiveness is examined. In order to achieve this research objective, over many mobile applications which represents both hedonic and utilitarian consumers in Turkey, two commonly used applications are selected. In the results of the research, it was seen that impulsive buying behavior is extracted as two-dimensions; impulsive and suggestion based. According to the results, mobile promotions positively affect both impulsive and suggestion based buying, and the effect on impulsive buying is higher than suggestion based. On the other hand, although the application quality has no effect on impulsive purchasing, it has a positive effect on suggestion based buying behavior. Finally, in order to examine the regression differences between the selected applications, Hopi for utilitarian consumers, and Zubizu for hedonic consumers, research model were examined through structural equation model. According to this; as for the Zubizu application, application quality has more effect on impulsive buying behavior, and for the Hopi application, mobile promotions are more effective on impulsive buying. As a result, the application for hedonic consumption, impulsiveness acts according to the recommendations. On the other hand, the application for utilitarian consumptions are affected more in a manner of promotional activities.