Öz
The purpose of this study is to investigate the issues affecting user experience and usability in mobile shopping mall applications. This research was designed and conducted based on the mobile applications of 4 shopping centers in Istanbul. The research consists of two main phases: the first phase is a mobile app-focused user-test, while the second phase is a field study conducted in the shopping malls where the mobile apps are used. The user test sought to understand the usability of the shopping mall mobile application user interfaces and other usage-related attitudes. In the field study, users were asked to perform various route and location finding tasks in the physical environment of the shopping malls using mobile applications. According to the findings from the user test and the field study, it was found that these applications are not recognized by most people due to poor promotion and usability problems. In this regard, this study can serve as a guide for shopping mall mobile application to designers and developers. After user testing, it was observed that users had a positive attitude towards shopping mall mobile applications, and the findings of this study indicate that the capabilities these mobile applications offer users have the potential to positively influence the shopping experience at shopping malls.
Anahtar Kelimeler
Etik Beyan
This research was conducted with the official written permission of the ITU Committee of Social and Human Sciences Scientific Research and Publication Ethics Board; within the scope of this permission, signed consent forms were obtained from all participants in the study. The researchers declare that they conducted the study in accordance with the principles of publication ethics.
Kaynakça
- Afira, N. ve Yuliati, E. (2019). Factors affecting reuse intention on mobile shopping applications. IPTEK Journal of Proceedings Series, (5). https://doi.org/10.12962/j23546026.y2019i5.6429
- Ahn, T., Ryu, S. ve Han, I. (2004). The impact of online and offline features on the user acceptance of internet shopping malls. Electronic Commerce Research and Applications, 3(4), 405–420. https://doi.org/10.1016/j.elerap.2004.05.001
- Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7(3), 265–274. https://doi.org/10.1007/BF00435742
- Anderson, E. W., Fornell, C. ve Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
- Bennett, R. ve Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 18(7),514–523. https://doi.org/10.1108/08876040410561848
- Best guide to app design, mobile UX, UI and engagement 2024. (t.y.). Tamoco. 25 Kasım 2024 tarihinde https://www.tamoco.com/blog/mobile-app-design-ux-ui-engagement/
- Broekhuis, M., van Velsen, L., Peute, L., Halim, M. ve Hermens, H. (2021). Conceptualizing usability for the eHealth context: Content analysis of usability problems of eHealth applications. JMIR Formative Research, 5(7), e18198. https://doi.org/10.2196/18198
- Calori, C. ve Vanden-Eynden, D. (2015). Signage and wayfinding design: A complete guide to creating environmental graphic design systems. John Wiley & Sons.
- Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward internet service providers. Information & Management,41(6),685–695. https://doi.org/10.1016/j.im.2003.08.006 Cohen, L. (1996). From town center to shopping center: The reconfiguration of community marketplaces in postwar America. The American Historical Review, 101(4), 1050–1081. https://doi.org/10.1086/ahr/101.4.1050 Erkip, F. (2005). The rise of the shopping mall in Turkey: The use and appeal of a mall in Ankara. Cities, 22(2), 89–108. https://doi.org/10.1016/j.cities.2004.10.001
- Fonteyn, M. E., Kuipers, B. ve Grobe, S. J. (1993). A description of think aloud method and protocol analysis. Qualitative Health Research, 3(4), 430–441. https://doi.org/10.1177/104973239300300403 Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21. https://doi.org/10.1177/002224299205600103 Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. ve Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18. https://doi.org/10.2307/1251898 Ganiyu, R. A., Uche, I. I. ve Elizabeth, A. O. (2012). Is customer satisfaction an indicator of customer loyalty? Australian Journal of Business and Management Research, 2(7), 14–20. https://doi.org/10.52283/nswrca.ajbmr.20120207a02
- Goodman, S. ve Remaud, H. (2015). Store choice: How understanding consumer choice of “where” to shop may assist the small retailer. Journal of Retailing and Consumer Services,23,118–124. https://doi.org/10.1016/j.jretconser.2014.12.008 Hsieh, H. F. ve Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
- Kim, Y. K. (2002). Consumer value: An application to mall and internet shopping. International Journal of Retail & Distribution Management, 30(12), 595–602. https://doi.org/10.1108/09590550210453075 Kulatunga, U., Amaratunga, D. ve Haigh, R. (2007). Structuring the unstructured data: The use of content analysis. 7th International Postgraduate Research Conference in the Built and Human Environment, 27–28.
- Lewis, J. R. (2002). Psychometric evaluation of the PSSUQ using data from five years of usability studies. International Journal of Human–Computer Interaction, 14(3–4), 463–488. https://doi.org/10.1207/S15327590IJHC143&4_11 Machleit, K. A., Meyer, T. ve Eroglu, S. A. (2005). Evaluating the nature of hassles and uplifts in the retail shopping context. Journal of Business Research, 58(5), 655–663. https://doi.org/10.1016/j.jbusres.2003.09.006 Meyer, C. ve Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
- Nielsen, J. (1993). Usability engineering. Morgan Kaufmann. Oliver, R. L. (2014a). Satisfaction: A behavioral perspective on the consumer (2. bs.). Routledge.
- Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320–352. https://doi.org/10.1016/0022-4359(93)90010-G Reichheld, F. F. ve Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
- Robinson, S. ve Etherington, L. (2006). Customer loyalty: A guide for time travelers. Palgrave Macmillan.
- Rust, R. T. ve Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215. https://doi.org/10.1016/0022-4359(93)90003-2 Rust, R. T., Zahorik, A. J. ve Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(2), 58–70. https://doi.org/10.1177/002224299505900205
- Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management,15(1–3),53–67. https://doi.org/10.1362/026725799784870496 Schmitt, B. ve Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25–61. https://doi.org/10.1108/S1548-6435(2013)0000010006 Taylor, S. A. ve Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. https://doi.org/10.1016/0022-4359(94)90013-2 Tüzün, H., Telli, E. ve Alır, A. (2016). Usability testing of a 3D touch screen kiosk system for wayfinding. Computers in Human Behavior, 61, 73–79. https://doi.org/10.1016/j.chb.2016.03.006
- Widnall, E., Grant, C. E., Wang, T., Cross, L., Velupillai, S., Roberts, A., Stewart, R., Simonoff, E. ve Downs, J. (2020). User perspectives of mood-monitoring apps available to young people: Qualitative content analysis. JMIR mHealth and uHealth, 8(10), e18140. https://doi.org/10.2196/18140 Zhang, D. ve Adipat, B. (2005). Challenges, methodologies, and issues in the usability testing of mobile applications. International Journal of Human–Computer Interaction, 18(3), 293–308. https://doi.org/10.1207/s15327590ijhc1803_3 Zorlu Center. (t.y.). Zorlu Center. 27 Kasım 2024 tarihinde https://www.zorlucenter.com.tr/
Öz
Bu çalışmanın amacı, mobil alışveriş merkezi uygulamalarında kullanıcı deneyimini ve kullanılabilirliği etkileyen sorunları araştırmaktır. Bu araştırma İstanbul'da bulunan 4 alışveriş merkezinin mobil uygulamaları temel alınarak kurgulanmış ve yürütülmüştür. Araştırma temel olarak iki aşamadan meydana gelmektedir: ilk aşama mobil uygulama odaklı bir kullanıcı testi olup, ikinci aşama ise mobil uygulamaların ait olduğu alışveriş merkezlerinde yürütülmüş bir saha çalışmasıdır. Kullanıcı testinde AVM mobi uygulama kullanıcı arayüzlerinin kullanılabilirliği ve diğer kullanıma ait tutumları anlaşılmaya çalışılmıştır. Saha çalışmasında ise kullanıcılardan AVM’lerin fiziksel ortamında çeşitli yol ve mekan bulma görevlerini mobil uygumalar kullanılarak gerçekleştirmeleri istenmiştir. Kullanıcı testi ve saha çalışmasından elde edilen bulgulara göre, bu uygulamaların iyi tanıtılmama ve kullanılabilirlik problemleri nedeniyle çoğu kişi tarafından tanınmadığı tespit edilmiştir. Bu bakımdan bu çalışma, alışveriş merkezi mobil uygulama tasarımcıları ve geliştiricileri için bir rehber olabilir. Kullanıcı testinden sonra kullanıcıların AVM mobil uygulamalarına karşı olumlu yaklaştıkları görülmüş olup, bu mobil uygulamaların kullanıcılara sunacağı imkanların AVM’deki alışveriş deneyimini olumlu yönede etkileme potansiyeline sahip olduğu bu çalışmanın bulgularındandır
Anahtar Kelimeler
Alışveriş Merkezi Mobil Uygulamaları Kullanıcı Deneyimi Kullanılabilirlik
Etik Beyan
Bu araştırma İTÜ Sosyal ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etiği Kurulu’nun resmi yazılı izni çerçevesinde yürütülmüş olup; bu izin çerçevesinde çalışmaya katılan tüm katılımcılardan imzalı onam formu alınmıştır. Araştırmacılar çalışmayı yayın ilkeri etiğine uıygun bir şekilde yürütmüş olduklarını beyan ederler.
Kaynakça
- Afira, N. ve Yuliati, E. (2019). Factors affecting reuse intention on mobile shopping applications. IPTEK Journal of Proceedings Series, (5). https://doi.org/10.12962/j23546026.y2019i5.6429
- Ahn, T., Ryu, S. ve Han, I. (2004). The impact of online and offline features on the user acceptance of internet shopping malls. Electronic Commerce Research and Applications, 3(4), 405–420. https://doi.org/10.1016/j.elerap.2004.05.001
- Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7(3), 265–274. https://doi.org/10.1007/BF00435742
- Anderson, E. W., Fornell, C. ve Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304
- Bennett, R. ve Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 18(7),514–523. https://doi.org/10.1108/08876040410561848
- Best guide to app design, mobile UX, UI and engagement 2024. (t.y.). Tamoco. 25 Kasım 2024 tarihinde https://www.tamoco.com/blog/mobile-app-design-ux-ui-engagement/
- Broekhuis, M., van Velsen, L., Peute, L., Halim, M. ve Hermens, H. (2021). Conceptualizing usability for the eHealth context: Content analysis of usability problems of eHealth applications. JMIR Formative Research, 5(7), e18198. https://doi.org/10.2196/18198
- Calori, C. ve Vanden-Eynden, D. (2015). Signage and wayfinding design: A complete guide to creating environmental graphic design systems. John Wiley & Sons.
- Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward internet service providers. Information & Management,41(6),685–695. https://doi.org/10.1016/j.im.2003.08.006 Cohen, L. (1996). From town center to shopping center: The reconfiguration of community marketplaces in postwar America. The American Historical Review, 101(4), 1050–1081. https://doi.org/10.1086/ahr/101.4.1050 Erkip, F. (2005). The rise of the shopping mall in Turkey: The use and appeal of a mall in Ankara. Cities, 22(2), 89–108. https://doi.org/10.1016/j.cities.2004.10.001
- Fonteyn, M. E., Kuipers, B. ve Grobe, S. J. (1993). A description of think aloud method and protocol analysis. Qualitative Health Research, 3(4), 430–441. https://doi.org/10.1177/104973239300300403 Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21. https://doi.org/10.1177/002224299205600103 Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. ve Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18. https://doi.org/10.2307/1251898 Ganiyu, R. A., Uche, I. I. ve Elizabeth, A. O. (2012). Is customer satisfaction an indicator of customer loyalty? Australian Journal of Business and Management Research, 2(7), 14–20. https://doi.org/10.52283/nswrca.ajbmr.20120207a02
- Goodman, S. ve Remaud, H. (2015). Store choice: How understanding consumer choice of “where” to shop may assist the small retailer. Journal of Retailing and Consumer Services,23,118–124. https://doi.org/10.1016/j.jretconser.2014.12.008 Hsieh, H. F. ve Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
- Kim, Y. K. (2002). Consumer value: An application to mall and internet shopping. International Journal of Retail & Distribution Management, 30(12), 595–602. https://doi.org/10.1108/09590550210453075 Kulatunga, U., Amaratunga, D. ve Haigh, R. (2007). Structuring the unstructured data: The use of content analysis. 7th International Postgraduate Research Conference in the Built and Human Environment, 27–28.
- Lewis, J. R. (2002). Psychometric evaluation of the PSSUQ using data from five years of usability studies. International Journal of Human–Computer Interaction, 14(3–4), 463–488. https://doi.org/10.1207/S15327590IJHC143&4_11 Machleit, K. A., Meyer, T. ve Eroglu, S. A. (2005). Evaluating the nature of hassles and uplifts in the retail shopping context. Journal of Business Research, 58(5), 655–663. https://doi.org/10.1016/j.jbusres.2003.09.006 Meyer, C. ve Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
- Nielsen, J. (1993). Usability engineering. Morgan Kaufmann. Oliver, R. L. (2014a). Satisfaction: A behavioral perspective on the consumer (2. bs.). Routledge.
- Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320–352. https://doi.org/10.1016/0022-4359(93)90010-G Reichheld, F. F. ve Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
- Robinson, S. ve Etherington, L. (2006). Customer loyalty: A guide for time travelers. Palgrave Macmillan.
- Rust, R. T. ve Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215. https://doi.org/10.1016/0022-4359(93)90003-2 Rust, R. T., Zahorik, A. J. ve Keiningham, T. L. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, 59(2), 58–70. https://doi.org/10.1177/002224299505900205
- Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management,15(1–3),53–67. https://doi.org/10.1362/026725799784870496 Schmitt, B. ve Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25–61. https://doi.org/10.1108/S1548-6435(2013)0000010006 Taylor, S. A. ve Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. https://doi.org/10.1016/0022-4359(94)90013-2 Tüzün, H., Telli, E. ve Alır, A. (2016). Usability testing of a 3D touch screen kiosk system for wayfinding. Computers in Human Behavior, 61, 73–79. https://doi.org/10.1016/j.chb.2016.03.006
- Widnall, E., Grant, C. E., Wang, T., Cross, L., Velupillai, S., Roberts, A., Stewart, R., Simonoff, E. ve Downs, J. (2020). User perspectives of mood-monitoring apps available to young people: Qualitative content analysis. JMIR mHealth and uHealth, 8(10), e18140. https://doi.org/10.2196/18140 Zhang, D. ve Adipat, B. (2005). Challenges, methodologies, and issues in the usability testing of mobile applications. International Journal of Human–Computer Interaction, 18(3), 293–308. https://doi.org/10.1207/s15327590ijhc1803_3 Zorlu Center. (t.y.). Zorlu Center. 27 Kasım 2024 tarihinde https://www.zorlucenter.com.tr/
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Mimarlık ve Tasarımda Bilgi Teknolojileri |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Gönderilme Tarihi | 7 Ocak 2026 |
| Kabul Tarihi | 24 Şubat 2026 |
| Yayımlanma Tarihi | 27 Şubat 2026 |
| DOI | https://doi.org/10.51664/artium.1858636 |
| IZ | https://izlik.org/JA36NZ76JP |
| Yayımlandığı Sayı | Yıl 2026 Cilt: 13 Sayı: 1 |
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