Mobile applications serve in many different areas such as communication, education, entertainment, etc. The purpose of this study is to examine the effects of utilitarian and hedonic motives on the use of mobile applications by graduates and students in the preference of mobile application, the perceived usefulness and perceived ease of use for mobile applications. In this study, firstly the studies researching the effects of hedonic and utilitarian motives on the product/service preference were examined and then the effects of these motives on the application preferences of users within the scope of mobile application marketing were investigated. It is evaluated that this study will be a reference work that can benefit system development decisions with detailed information about consumers’ mobile application preferences with a distinction between students and graduates.
Hedonic, Utilitarian, Motivation, Mobile, Application
