Factors Affecting the Use of Mobile Recommendation Systems: a Structural Equation Model

Yıl 2019, Cilt: 21 Sayı: 1, 37 - 55, 30.04.2019

Erkan Arı Veysel Yılmaz

Öz

The main purpose of this study is to investigate
attitudes and behaviors of university students towards mobile recommender
systems using a proposed structural equation model (SEM). In the proposed
model, expected recommendation quality of mobile recommender systems was
defined as the exogenous latent variable, while perceived recommendation
quality, enjoyment, collectivism, and attitude were defined as the mediating
endogenous latent variables, and behavior was defined as the endogenous latent
variable. To this end, the survey developed based on the literature was
administered to 416 students from various faculties. The fitness of the
proposed structural model was investigated based on various fitness criteria
and the model was found to be within acceptable limits.  Data analysis showed that expected
recommendation quality and perceived recommendation quality were closely
related and perceived recommendation quality, user enjoyment, and collectivism
positively affected attitudes of students towards mobile recommender systems.
Also, it was found that an increase of one unit in students’ positive attitudes
towards recommender systems led to an increase of 0.38 units in mobile
recommender system use behavior. 

Mobil Öneri Sistemleri Kullanımını Etkileyen Faktörler: Bir Yapısal Eşitlik Modeli

Öz

Bu çalışmanın temel amacı üniversite öğrencilerin
mobil öneri sistemlerine yönelik tutum ve davranışları önerilen bir yapısal
eşitlik modellemesiyle (YEM) araştırmaktır. Önerilen modelde, mobil öneri
sistemlerinin beklenen öneri kalitesi, dışsal gizli değişken olarak
tanımlanırken, algılanan öneri kalitesi, zevk, paylaşma, tutum aracı içsel
gizil değişkenler ve davranış da içsel gizli değişken olarak tanımlanmıştır. Bu
amaçla, çeşitli fakültelerinde öğretim gören 416 öğrenciye, literatürden
yararlanılarak geliştirilen bir anket uygulanmıştır. Önerilen yapısal model
çeşitli uyum ölçütlerine dayanarak uygunluğu araştırılmış ve sonuçta modelin
kabul edilebilir sınırlar içinde kaldığı görülmüştür.  Verilerin analizi sonucunda, beklenen ve
algılanan öneri kalitesinin yüksek düzeyde ilişkili olduğu, algılanan mobil öneri kalitesinin, kullanıcı
zevki ve paylaşmanın öğrencilerin
mobil öneri sistemlerine yönelik tutumlarını olumlu yönde etkilediği belirlenmiştir.
Ayrıca, öğrencilerin mobil öneri sistemlerini yönelik olumlu
tutumlarındaki bir birimlik artışın, öğrencilerin öneri sistemleri kullanma
davranışlarını 0,38 birim arttırdığı da tespit edilmiştir. 

Anahtar Kelimeler

öneri sistemi, mobil öneri

Kaynakça

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