İnternet Bankacılığına İlişkin Tüketici Tutumlarını Etkileyen Faktörlerin Belirlenmesi: Bir Pilot Uygulama

Year 2016, Volume: 16 Issue: 3, 165 - 182, 19.10.2016

Doç. Dr. Hilal İnan Yrd. Doç. Dr. Burak Nakıboğlu Öğr. Grv. Dr. Hatice Doğan Südaş

https://doi.org/10.18037/ausbd.390394

Abstract

 Teknolojik gelişmeler işletmelere mevcut hizmetlerini self-servis araçlar vasıtasıyla sunma olanağı sağlamıştır. Self-servis bir araç olarak internet bankacılığı işlem maliyetlerinin azalmasına yardımcı olmaktadır. Bu çalışmada internet bankacılığı kullanıcılarının internet bankacılığına ilişkin tutumlarını etkileyen faktörleri ve internet bankacılığı kullanma niyetlerini etkileyen faktörleri belirlemek amaçlanmaktadır. Çalışma kapsamında teknoloji kabul modeli (TKM) temel alınarak bir internet bankacılığı kabul modeli geliştirilmiş ve test edilmiştir. Kolayda ve yargısal örnekleme ile seçilen 201 kişi ile araştırma gerçekleştirilmiştir. Sonuçlar göre internet bankacılığının algılanan faydası bu hizmete yönelik tutumu, tutum ise gelecekte hizmeti kullanma niyetini olumlu yönde etkilemektedir. Ayrıca etkileşim ihtiyacı arttıkça internet bankacılığına yönelik olumlu tutumun azaldığı görülmüştür. Elde edilen bulgular bankalara internet bankacılığı kullanımının yaygınlaştırılması konusunda yol gösterici olabilecektir. 

Keywords

Self-Servis Teknolojiler, İnternet Bankacılığı, Tutumlar

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