Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler

Yıl 2019, Cilt: 9 Sayı: 2, 475 - 506, 31.12.2019

Hacer Paçan Özcan , Şenay Sabah Çelik Alper Özer

https://doi.org/10.18074/ckuiibfd.590493

Cited By: 7

Öz

Bu çalışmada, Türkiye'deki
bireysel bankacılık müşterilerinin mobil bankacılığı kullanım niyetlerini
etkileyen faktörlerin analiz edilmesi amaçlanmakta olup oluşturulan model için
Teknoloji Kabul Modeli (TKM) esas alınmıştır. Teknoloji kabul modelinde yer
alan niyet, tutum, algılanan fayda ve algılanan kullanım kolaylığı değişkenlerine
ilave olarak öznel norm, güven ve algılanan risk değişkenleri araştırma modeline
eklenmiştir. Çalışmada anket tekniği ile toplanan 736 katılımcının verileri ile
Yapısal Eşitlik Modeli (YEM) uygulanmıştır.  İstatistiksel analiz sonuçlarına göre
bireylerin mobil bankacılığı kullanım niyeti üzerinde en çok etkisi olan
değişkenin kullanıma yönelik tutum olduğu; bireylerin tutumlarını etkileyen
öncelikli faktörlerin ise sırasıyla algılanan fayda, güven ve algılanan
kullanım kolaylığından oluştuğu görülmektedir. Bu çalışma, TKM'nden
geliştirdiğimiz modelin Türkiye'deki bankacılık müşterilerinin mobil
bankacılığı benimsemesini etkileyen faktörleri teorik olarak öngörebildiğini
doğrulamaktadır. 

Anahtar Kelimeler

Mobil Bankacılık, Teknoloji Kabul Modeli, Güven, Algılanan Risk, Öznel Norm

Kaynakça

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• İnternet kaynakları: Türkiye Bankalar Birliği, (TBB). Dijital, İnternet ve Mobil Bankacılık İstatistikleri 2018-Aralık, https://www.tbb.org.tr/tr/banka-ve-sektor-bilgileri/istatistiki-raporlar/Dijital,_Internet_ve_Mobil_Bankacilik_Istatistikleri/3754, (Erişim tarihi: 7.04.2019).