Sosyal Medya Uygulamalarını Kullanmaya Yönelik Niyetin Belirleyicileri

Year 2019, Volume: 21 Issue: 3, 686 - 702, 30.09.2019

Fatih Şahin , Alkan Alkaya Ercan Taşkın

https://doi.org/10.32709/akusosbil.478170

Abstract

Bu çalışmanın amacı, akıllı telefon kullanıcılarının sosyal medya uygulamalarına yönelik tutumlarını ve niyetlerini, yaygın olarak kullanılan üç model; kullanımlar ve doyumlar teorisinin psikolojik faktörleri (eğlence, sosyalleşme ve bilgi), yeniliğin yayılımı kuramı ve teknoloji kabul modeli bakış açısıyla incelemektir. Bu araştırma hedefi çerçevesinde, bu üç model bir araştırma modeli altında birleştirilmiştir. Araştırma örnekleri Uşak İl’inden rasgele örneklem tekniği ile elde edilmiştir. Araştırma modelinin test edilmesinde kullanılan veriler anket yolu ile toplanmıştır. Toplanan geçerli anket sayısı 527 dir. Araştırma modeli ile araştırma hipotezleri yapısal eşitlik modellemesi ile test edilmiştir. Sonuçlar göstermektedir ki, kullanıcıların algılanan kullanım kolaylığı; karmaşıklık, bağıl avantaj, gözlemlenebilirlik ve denenebilirlik tarafından etkilenmektedir. Algılanan fayda ise; uygunluk, bağıl avantaj, gözlemlenebilirlik, denenebilirlik ve algılanan kullanım kolaylığı tarafından etkilenirken, algılanan fayda ile tutum sosyal medya uygulaması kullanım niyeti üzerinde etkilidir. Diğer taraftan sosyalleşme, eğlence, algılanan kullanım kolaylığı ve algılanan fayda tutumun belirleyicisidir. Nicel sonuçlar bütünleşik yaklaşımın desteklendiğini göstermiştir. Yeniliğin yayılımı kuramı ve psikolojik motivasyonlar bağlamında teknoloji kabul modelinin sosyal medya uygulamaları karar vericilerine yardımcı olabileceğini göstermektedir.

Keywords

Teknoloji Kabul Modeli, Kullanımlar ve Doyumlar Teorisi, Yeniliğin Yayılımı Teorisi, Teknoloji Kabul Modeli

Determinants of Users’ Intention to Use Social Media Apps

Abstract

This
study examines to understand the smartphone users' attitudes and intention
towards social media apps with the perspective of three widely used models;
uses and gratification (U&G) theory's psychological motivations factors
(entertainment, sociality, and information), innovation diffusion theory (IDT)
and the technology acceptance model (TAM). Thus, in the framework of this
research, the proposed research model consists of three respective models. The
random sampling technique used to collect research samples from Usak province
in Turkey.  The data used in testing the
research model collected by the questionnaires. The numbers of the valid survey
collected were 527. The structural equation modeling conducted to analyze the
research assumptions and model. The outcomes indicate that the users' perceived
ease of use (PEOU) influenced by complexity, relative advantage, observability,
trialability. Perceived usefulness (PU) affected by compatibility, relative
advantage, observability, trialability, and PEOU, while with attitude together
influencing intention to use social media app. Another outcome showed that
attitude determined by sociality, entertainment, PEOU, and PU. Empirical
results also provided support for the integrative approach. The results show
that TAM in the extension of an innovation diffusion theory and psychological
motivations can help decision-makers in the social media app.

Keywords

Uses and Gratification Theory, Innovation Diffusion Theory, Technology Acceptance Model

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