E-TİCARET ENGELLERİNİN E-TİCARET KULLANMA EĞİLİMİNE ETKİSİ: TÜRKİYE'DEKİ İHRACATÇI KOBİ'LER ÜZERİNDE AMPİRİK BİR ARAŞTIRMA

Abstract

Çalışma internet temelli elektronik ticaret (EC) engellerinin Türkiye'de faaliyet gösteren küçük ve orta boy işletmelerin (KOBİ) e-ticaret kullanma eğilimleri üzerindeki etkisini araştırmaktadır. E-ticaret engelleri 21 değişken, e-ticaret kullanma eğilimi ise bir değişken ile ölçülmüştür. Araştırma web tabanlı anket yardımıyla, e-ticaret kullanmayan, 204 KOBİ üzerinde gerçekleştirilmiştir. İlk önce e-ticaret engellerinin temel gruplarını belirleyebilmek üzere açıklayıcı faktör analizi gerçekleştirilmiş ve dört grup saptanmıştır. Bu gruplar; kültürel adaptasyon, teknolojik adaptasyon, piyasa olgunluğu ve süre özelliğidir. Piyasa olgunluğu doğrulayıcı faktör analizine göre iyi bir uyum düzeyine sahip olmadığı için analiz dışında tutulmuştur. Daha sonra, üç hipotez kurulmuş ve yapısal denklem modellemesi (SEM) yardımıyla test edilmiştir. Sonuçlara göre, KOBİ'lerin E-ticaret kullanma eğilimi anlamlı bir şekilde teknolojik adaptasyondan (H2) ve süre özelliğinden (H3) etkilenmektedir. Sonuç olarak hipotezlerden ikisi kabul, biri reddedilmiştir. Teknolojik adaptasyonun alt değişkenleri olarak çalışanların eğitimi ve teknik becerisi ile süre özelliğinin bir alt değişkeni olan yatırım belirsizliği e-ticaret kullanma eğilimi üzerinde en büyük etkiye sahiptir.

Keywords

• E-ticaret, engeller, KOBİ, Türkiye, planlı davranış teorisi

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