The impact of consumers using mobile applications on impulse buying behavior: Case of Kocaeli

Today, the consumption frenzy that is growing like an avalanche has transformed into a new way of life, accompanied by the development of e-commerce and applications in mobile marketing. E-commerce, which is carried out much more effortlessly compared to physical shopping, continues to grow rapidly, and considering that it will continue to do so in the future, research becomes crucial in this context. This reality has been taken into account when selecting the subject of the research. They perform numerous tasks through these devices, from shopping to financial transactions, appointments to communication. Especially since mobile phones are constantly carried and kept on, brands and content providers can reach their target audiences anytime, anywhere. Companies use mobile marketing to achieve faster revenue with minimum costs, evaluate customer opinions about products, and deliver the right message to the right audience at the right time and place. Therefore, the use of mobile applications and perspectives on these applications, the synergy between the two sides, and the effectiveness of this channel are significant. This study focuses on the increasing use and impact of mobile applications. To understand how mobile applications have affected the shopping experience, research was conducted on users with various demographic characteristics. The research was conducted in Kocaeli province, collecting data from 405 mobile application users. Based on the obtained data, it was concluded that the dimensions of entertainment, providing information, and ease of use of mobile applications affect users' shopping behavior. The influence of demographic factors such as gender, age, occupation, and income level on these perceptions was also observed. This study contributes valuable insight into understanding how the increasing popularity and use of mobile applications affect consumer behaviors. The research was conducted using quantitative research methods. The survey technique was applied, and the findings were analyzed using the SPSS 23.0 package program.