The effect of hedonic and utilitarian shopping value on continuity of use: A research on Trendyol mobile application

The majority of consumers no longer consume to meet their wants and needs, but to be happy, to have status, to constantly want innovation, to feel pleasure, and to benefit while having fun. It is thought that the reason for this is the increase in mobile shopping applications, the wide product range of these applications and the ability to access the desired product at any time. In this context, we encounter the concept of hedonic and utilitarian consumption. The purpose of this study is to measure the effect of hedonic and utilitarian shopping value on usage continuity through the Trendyol mobile shopping application. Research data was obtained through an online survey. Kolmogorov Smirnov test was performed to determine the distribution of the data. Since the data showed normal distribution, parametric tests such as t test and analysis of variance were performed. While factor analysis was performed for the construct validity of the scales, Cronbach Alpha coefficients were calculated for reliability analysis. While the relationship between the scales was tested with correlation analysis, regression analysis was performed to measure the effect of the mediator variable. According to the results obtained from the analysis, a significant effect of hedonic shopping value and utilitarian shopping value was found on the continuity of use of the Trendyol mobile shopping application. The moderating effect of perceived ease of use on the effect of hedonic shopping value and utilitarian shopping value on the continuity of use of the Trendyol mobile shopping application was not found to be statistically significant.