The relationship between consumers' perceived value in their mobile application use and their behavioral intention: The example of Ağrı province

With the effect of globalization and technology, the way people reach consumer products is also changing. The most obvious example of this situation is that consumers reach consumer products with the help of mobile applications. These applications inevitably affect the behavior and value perceptions of the user. Perceived value can be called the overall assessment of utility about a product, based on the perception of what is given and received in return for that product. Based on this definition, the positive perceived value can also positively affect the mobile application producer and the decisions (behavioral intention) that consumers will take after this stage regarding the mobile application. Behavioral intention, on the other hand, generally defines the action that the consumer will take at the end of the service purchase process. The positive or negative emotions of consumers as a result of the services they receive also significantly affect their post-purchase behavioral intentions. In this research, it is aimed to examine the relationship between the perceived value of consumers in mobile application usage and their behavioral intentions. Quantitative research method was used in the study. The population of the research is consumers over the age of 18 living in the province of Ağrı; The sample consists of 385 consumers living in this province. In the analysis of the data collected within the scope of the research, descriptive statistical measures (frequency and percentage) were used. In the regression analysis, it was seen that there was a low and significant relationship between the functional value, social value, emotional value and epistemic value, which are the sub-dimensions of perceived value, and behavioral intention, while it was concluded that it had a moderate and significant relationship with the conditional value dimension.