Mobile Technology Addiction in Terms of Consumer Behavior in the Digitizing World: A Qualitative Research on University Students

Today, with the advancement of technology, rapid change and progress in the life of human beings have influenced and shaped lives in many directions. This has facilitated both the life of mankind and positive contributions from many other ways, such as affecting the forms of production, shape and duration of the establishment of the enterprise. This change has accelerated even more rapidly with the introduction of computers and smartphones, which unexpectedly affected family relationships, social habits, shopping patterns, newspaper reading behaviors and even the way to buy bread at the grocery store. There are many social and psychological aspects and effects of this change. Not all people in the community have the same tendency to use computers and mobile phones. There are different psychological behaviors which are called addiction caused by overuse. In this study, in-depth interviewing method which is one of the qualitative techniques was chosen. The determined method was explored on three focus groups selected from university students. In addition, the questions that measured the addictive levels of the participants were directed and the pleasures they received were asked, or vice versa. It is also aimed to complete the quantitative study in the direction of the results from the qualitative technique which is the first step of the study and to create awareness in this issue by reaching different dimensions of the problematic with the wider sample mass