Author(s): Mete GÖVCE

This research was applied to determine the role of electronic lifestyle (e-lifestyle) in consumers' mobile tourism purchasing behavior. In this context, the universe of the study is the consumers in Mu?la and ?zmir; the sample consists of 400 consumers aged 18 and over in these provinces. Firstly, factor analysis were applied to determine the behavior of consumers in mobile tourism purchasing behaviors and then k-averages (K-Means) cluster analysis were applied to determine which e-lifestyles they belong to. According to the results of the analysis, consumers' mobile tourism shopping behavior are grouped under 5 factors; Factor 1: Performance expectation and convenience, Factor 2: Mobile compatibility and perceived pleasure, Factor 3: Perceived risk, Factor 4: Personal innovation and social impact, Factor 5: Perceived security. As a result of cluster analysis, the consumers, who are divided into 4 clusters according to their lifestyles, are named as "e-hedonist consumer, e-careless consumer, e-shy and afraid of e-innovation". In addition, the role of e-lifestyle in consumers' mobile tourism purchasing behaviors was analyzed by one-way analysis of variance (ANOVA). According to the findings, it has been determined that consumers with 4 different e-lifestyles have different mobile tourism purchasing behaviors


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