The effects of hedonic and ve utilitarian motivations on mobil application use

Mobile applications serve many different areas such as communication, education, entertainment, shopping, travel, health. The most important feature of mobile applications is that they can be used according to suitability of requirements (Mobile phones, tablets, network connection, etc.) without time and space restrictions. The purpose of this study is to determine the relationship between personal characteristics of consumers and mobile application use, to determine the effects of utilitarian and hedonic motives on mobile application use, perceived utility and perceived ease of use for mobile applications, knowledge and interest level of mobile applications and use, and the relationship between the attitude and actual use. In this study, firstly the studies examining the effect of hedonic and utilitarian motives on product / service preference in the literature were examined and then the effects of the motives on the users' application preferences were investigated within the scope of mobile application marketing. The data used in the study were collected by the questionnaire method. The questionnaire consists of four parts. In the first part, there are questions about demographic variables; in the second part, informations on the mobile applications that mobile users use; in the third part, statements to be used to measure hedonic and utilitarian motives, and users' knowledge level about mobile applications; in the fourth and the last part, questions that measure the usefulness and ease of use of mobile application users, their attitudes towards their use, their intentions to use and the actual usage situations they perceive from mobile applications. The convenience sampling method was used to select the sample and the sample number is set to 1050. As a result of the study, it has been achieved that it is important for the marketing strategies that the mobile application developers / employers should have information about customers' / users' opinions on applications and have to develop applications which entertain the users, to enjoy their leisure time and to benefit from these applications.