MOBİL ALIŞVERİŞ UYGULAMALARININ KULLANIMINI ETKİLEYEN FAKTÖRLER VE BU FAKTÖRLERİN MEMNUNİYET VE KULLANMA NİYETİ ÜZERİNDEKİ ETKİSİ

Yıl 2019, Cilt: 6 Sayı: 17, 391 - 408, 11.05.2019

Musa Ünalan Tevfik Şükrü Yapraklı Zeynep Kaçer

Öz

Araştırmanın amacı, tüketicilerin mobil alışveriş uygulamaları kullanımında algıladıkları risk, kullanışlılık, kullanım kolaylığı ve keyfin, memnuniyet ve kullanma niyeti üzerindeki etkisini belirlemektir. Bu temel amaç yanında araştırmanın diğer amaçları şunlardır; araştırmaya konu olan bireylerin demografik özelliklerini tespit etmek, mobil alışveriş uygulamalarına karşı algılarını belirlemek, memnuniyet ve kullanma niyetlerini ölçmektir. Veri toplama metodu olarak anket yöntemi seçilmiştir. Anket çalışması kolayda örnekleme yöntemi kullanılarak yapılmıştır. Araştırmanın ana kütlesini Erzurum il sınırlarında yaşayan 18 yaş ve üzeri katılımcılar oluşturmaktadır. 412 kişiye uygulanan anketin hatalı ve eksik cevapları elendikten sonra 389 adet anket formu değerlendirmeye tabi tutulmuştur. Yapılan çoklu regresyon analizi sonucunda, algılanan kullanışlılık, algılanan kullanım kolaylığı ve algılanan keyfin kullanma niyeti ve memnuniyet üzerinde etkili olduğu görülmüştür. Ayrıca algılanan riskin memnuniyet üzerinde etkisi olmasına rağmen kullanma niyeti üzerinde etkisinin olmadığı sonucuna ulaşılmıştır. Araştırma için belirlenen 8 hipotezden 7’si kabul 1’i red edilmiştir. Katılımcıların mobil alışveriş uygulamalarını kullanırken algıladıkları riskin yüksek olduğu tespit edilmiştir. Riskin azaltılmasıyla birlikte, uygulamaların kullanımı artacaktır. Uygulamaların geliştirilmesinde tasarım, sadelik, kullanım kolaylığı, hız, kullanıcı dostu gibi kriterlere önem verilerek müşteri memnuniyetinin artırılabileceğine dair öneriler geliştirilmiştir.

Anahtar Kelimeler

Teknoloji Kabul Modeli, Algılanan Risk, Algılanan Keyif, Memnuniyet, Mobil

Kaynakça

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