THE EFFECT OF COLOR AND SHAPE OF THE APPLICATION LOGO ON ONLINE APPLICATION BUYING BEHAVIOUR OF UNIVERSITY STUDENTS

Abstract

Nowadays the globalization of mobile devices made easy the people’s lifestyle and helping them in different – educational, entertainment, sport, banking, tourism sectors and other daily jobs. Mobile devices are connecting to different devices with various connections such as: WIFI, Bluetooth, GSM which help us to use them and collect database. The development of mobile devices caused to the production and proliferation of mobile applications. The powerful parameters of modern mobile devices can operate faster and richer mobile applications. The aim of the study is to determine if the color and design of mobile application logo affect the buying behavior of university students. In addition to it, to find if this influence differs according to demographic variances such as: gender, age, education and mobile application preference. The purpose of this study has been investigated through questionnaire. The universe of this research was taken the students in Istanbul. The questionnaire study was conducted among the students of Istanbul Aydin University and around 271 answers were collected. Moreover, collected data analyzed using the SPSS 21 program.