İnternet Bankacılığında Hedonik Motivasyon Unsurları, E-tatmin ve E-bağlılık Etkileşimi: Nevşehir İli Örneği

Suzan Çoban; Serhan Keskin

doi:10.18070/erciyesiibd.382746

Research Article

Hedonic Motivation Factors, E-satisfaction and E-loyalty Interaction in Internet Banking: the case of Nevşehir

Year 2018, Issue: 52, 93 - 114, 28.12.2018

Suzan Çoban , Serhan Keskin

https://doi.org/10.18070/erciyesiibd.382746

Cited By: 1

Abstract

The aim of this research is to determine the effect of hedonic motivational factors on internet banking on e-satisfaction and e-loyalty. It is also aimed to determine the effect of e-satisfaction on e-loyalty in the study. The questionnaires developed for these purposes were applied to 324 people in Nevşehir using internet banking. Data were analyzed using factor analysis and regression analysis. The main findings are: Hedonic motivation factors; adventure, material value, help for others, innovation and socialization. Hedonic motivation factors have an influence on e-satisfaction and e-loyalty. In particular, there is a significant impact of researching material value and socialization. E-satisfaction affects e-loyalty.

Keywords

Internet Banking, Hedonic Consumption, E-satisfaction, E-loyalty

References

AFSAR, Amir, Zeinab NASİRİ and Mahboubeh Ostad ZADEH; (2013), “E-Loyalty Model in E-Commerce”, Mediterranean Journal of Social Sciences, 4 (9), pp. 547-553.
AL-QEİSİ, Kholoud and Ahmed HEGAZY; (2015), “Consumer Online Behaviour: A Perspective on İnternet Banking Usage in Three Non-Western Countries”, Procedia Economics and Finance, 23, pp. 386-390.
ARNOLD, Mark J. and Kristy E. REYNOLDS; (2003), “Hedonic Shopping Motivations”, Journal of Retailing, 79, pp.77-95.
AYDIN, Berna Z.; (2007), “Faktör Analizi Yardımıyla Performans Ölçütlerinin Boyutlarının Ortaya Konulması”, 8. Türkiye Ekonometri ve İstatistik Kongresi, 24-25 Mayıs, Malatya: İnönü Üniversitesi, ss.25-38
BAPUR, Ömür; (2014), “İnternet Bankacılığında Müşteri Memnuniyeti”, Yayınlanmamış Yüksek Lisans Tezi, Trabzon: Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü.
BAYRAKDAROĞLU, Ali; (2012), “Bireylerin İnternet Bankacılığı Kullanımını Etkileyen Faktörlerin Belirlenmesi Üzerine Bir Alan Araştırması”, Business and Economics Research Journal, 3 (4), ss. 57-75.
BÜYÜKÖZTÜRK, Şener; (2002), “Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı” Kurum ve Uygulamada Eğitim Yönetimi, Sayı: 32, ss. 470-480.
BRYMAN, Alan and Cramer DUNCAN; (1997), Quantative Data Analysis with SPSS for Windows., London: Routhledge.
ÇOKLUK, Ömay; Güçlü ŞEKERCİOĞLU ve Şener BÜYÜKÖZTÜRK; (2012), Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Ankara: Pegem Akademi Yayıncılık.
DOĞRUL, Ümit; (2012), “Elektronik Alışveriş Davranışında Faydacı ve Hedonik Güdülerin Etkisi”, Sosyal ve Beşeri Bilimler Dergisi, 4 (1), ss.321-331.
EİD, Mustafa I.; (2011), “Determinants of e-Commerce Customer Satisfaction, Trust and Loyality In Saudi Arabia”, Journal of Electronic Commerce Research, 12 (1), pp.78-93.
ELİA, Miranda; (2009), “Internet Marketing, Web Site Design and Consumer Behaviour”, University of Manchester, https://studentnet.cs.manchester.ac.uk/resources /library/thesis_abstracts/MSc09/FullText/EliaMiranda.pdf, Erişim Tarihi: 09 Ağustos 2017
GERRARD, Philip J.; Barton CUNNİNGHAM and James F. DEVLİN (2006) “Why Consumers Are Not Using Internet Banking: A Qualitative Study”, Journal of Services Marketing, 20 (3), pp.160-168.
GHANE, Soheıla; Mohammad FATHİAN and Mohammad R. GHOLAMİAN; (2011), “Full Relationship Among E-Satisfaction, E-Trust, E-Service, Quality, And E-Loyality: The Case of Iran Banking”, Journal of Theoretical and Applied Information Technology, 33 ( 1 ): www.jatit.org Erişim Tarihi: 29 Temmuz 2017.
GOETSCH, David L. and Stanley B. DAVİS; (2003),Quality Management: Introduction to Total Quality Management For Production, Processing and Services, 4. Edition, USA: Pearson Education Inc.
GÜLMEZ, Mustafa ve Olgun KİTAPÇI; (2006), “İnternet Bankacılığı ve Müşteri Davranışları”, Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 7 ( 2 ), ss. 83-100.
HUR, Youngjin; Yong Jae KO and Joseph VALACİCH; (2011), “A Structural Model of The Relationships Between Sport Website Quality, E-Satisfaction and E-Loyalty”, Journal of Sport Management: 3 (7), pp.458-473.
KASHEİR, Dalia El; Ahmed S.ASHOUR and Omneya M. YACOUT; (2009), “Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers”, Communications of the IBIMA, 9, pp.252-263.
KALAYCI, Şeref; (2010), “Faktör Analizi”, iç. Şeref KALAYCI (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Beşinci Baskı, Ankara: Asil Yayın Dağıtım. KUMAR, R. Sathish and S. Ramachandran; (2015), “E-Satisfaction and E-Loyalty of Consumers Shopping Online”, International Journal of Advanced Research in Management, 6 ( 3 ), pp.79-85.
KÜÇÜKAHMET, Leyla; (2000), Program Geliştirme ve Öğretim, Nobel: İstanbul Yayınları.
Lİİ, Yuan-shuh; (2009), “A Model of Customer e-Loyalty In The Online Banking”, Economics Bulletin, (29/ 2) http://www.accessecon.com/Pubs/EB/2009/Volume29/EB-09-V29-I2-P39.pdf, Erişim Tarihi: 02 Nisan 2017.
MAENPAA, Katariina; Antti KANTO, Hannu KUUSELA and Paul PALLAB (2006), “More Hedonic versus Less Hedonic Consumption Behaviour In Advanced Internet Bank Services”, Journal of Financial Services Marketing 11, pp. 4-16.
NAKİP, Mahir; (2013), Pazarlama Araştırmalarına Giriş, Dördüncü Baskı, İstanbul: Seçkin Yayıncılık.
ODABAŞI, Yavuz ve Gülfidan BARIŞ; (2014), Tüketici Davranışı, İstanbul: MediaCat.
OKKALI, Mehmet; (2006), “Otomotiv Servislerinde Müşteri Memnuniyeti Üzerine Bir Araştırma ve Öneriler”, Yayınlanmamış Yüksek Lisans Tezi, İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
OKUMUŞ, Abdullah; Zehra BOZBAY ve Recep Murat DAĞLI; (2010), “Banka Müşterilerinin İnternet Bankacılığına İlişkin Tutumlarının İncelenmesi”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 36, ss. 89-111.
ÖÇAL, Tezer; Ömer Faruk, ÇOLAK, Selahattin TOGAY ve Kadir ESER; (1997), Para Banka, Teori ve Politika, Ankara: Gazi Kitabevi Yayınları.
ÖZER, Leyla; F. Gamze BOZKURT ve Ayşegül E. SERTOĞLU; (2012), “İnternet Bankacılığında Banka Değiştirme Niyetini Etkileyen Faktörler”, İşletme Araştırma Dergisi, 4 ( 5 ), ss.141-156.
PHAM, Tam; Johan TOMSFELT and Louise ABERG; (2013), “A Study About E-Loyalty using the Bagozzi framework”, Linnaeus University School of Business and Economics, http://www.diva-portal.org/smash/get/diva2:628701/FULLTEXT01.pdf, Erişim Tarihi: 26 Nisan 2017.
PİKKARAİNEN, Tero; Kari PİKKARAİNEN, Heiki KARJALUOTO and Seppo PAHMİLA; (2004), “Consumer Acceptance of Online Banking, An Extension of The Technology Acceptance Model”, Internet Research,, 14 ( 3 ), pp. 224-235.
PRAMEELA, Neeli; B. Abdul AZEEM and Geetha K. V. DEVİ; (2012), “E-Banking Loyalty: A Review of Literature”, International Journal of Trends In Economics Management&Technology: 5 (3), pp.70-82.
RAİ, Alok Kumar and Medha SRİVASTAVA; (2012), “Customer Loyalty Attributes: A Perspective”, Management Review 12, November- December, pp.49-76. SHANMUGAM, Mohana; Yen-Yao WANG, Hatem BUGSHAN and Nick HAJLİ; (2014), “Understanding Customer Perceptions of Internet Banking: The Case of The UK”, Journal of Enterprice Information Management, 28 (5), pp.619-633.
SOYSAL, Suat; (1999), Mağazacılık: Mükemmel Müşteri Hizmeti ve Etkili Satış Teknikleri, İstanbul: Remzi Kitabevi.
SULEİMAN, G.P., MAT Nik Kamariah Nik, O.I. ADESİYAN, A. S. MOHAMMED and Jamal Mohammed Esmail ALEKAM (2012) “Customer Loyalty in e-Banking: A Structural Equation Modelling (SEM) Approach”, American Journal of Economic, 2 (6), pp.55-59.
TABAEİ, Zahra; Mohammad FATHİAN and Mohammad Reza GHOLAMİAN; (2011), “Effective Factors on Electronic Customer Satisfaction Iran University of Science and Techrnology”, 3rd Conference on Information and Finance Engineering, Singapore, pp.572-585.
TAUBER, Edward M.; (1972), “Marketings Notes and Communications”, Journal of Marketing 4 (36), pp.46-59.
http://www.statisticbrain.com/online-mobile-banking-statistics/, Erişim Tarihi: 10 Ağustos 2017.
https://www.tbb.org.tr/tr/bankacilik/banka-ve-sektor-bilgileri/istatistiki-raporlar/59. Erşim Tarihi: 10 Ağustos 2017.
http://www.tuik.gov.tr/basinOdasi/haberler/2016_111_20161103.pdfhttp://www.tuik.gov.tr/basinOdasi/haberler/2016_111_20161103.pdf., Erişim Tarihi: 16 Ağustos 2017.

İnternet Bankacılığında Hedonik Motivasyon Unsurları, E-tatmin ve E-bağlılık Etkileşimi: Nevşehir İli Örneği

Year 2018, Issue: 52, 93 - 114, 28.12.2018

Suzan Çoban , Serhan Keskin

https://doi.org/10.18070/erciyesiibd.382746

Cited By: 1

Abstract

Bu çalışmanın amacı, internet bankacılığına yönelik hedonik motivasyon unsurlarının e-tatmin ve e-bağlılığa etkisini saptamaktır. Ayrıca, çalışmada e-tatminin e-bağlılığa etkisini belirlemek de amaçlanmaktadır. Bu amaçlarla geliştirilen anket, Nevşehir ilinde internet bankacılığını kullanan 324 kişiye uygulanmıştır. Veriler faktör analizi ve regresyon analizi kullanılarak analiz edilmiştir. Elde edilen başlıca bulgular şu şekilde sıralanabilir: Hedonik motivasyon faktörleri macera, maddi değer, başkalarına yardım, yenilik ve sosyalleşme arayışıdır. Hedonik motivasyon unsurlarının e- tatmin ve e- bağlılığa etkisi vardır. Özellikle maddi değer ve sosyalleşme arayışının belirgin etkisi vardır. E- tatmin ise, e-bağlılığı etkilemektedir.

Keywords

İnternet Bankacılığı, Hedonik Tüketim, E-tatmin, E-bağlılık

References

AFSAR, Amir, Zeinab NASİRİ and Mahboubeh Ostad ZADEH; (2013), “E-Loyalty Model in E-Commerce”, Mediterranean Journal of Social Sciences, 4 (9), pp. 547-553.
AL-QEİSİ, Kholoud and Ahmed HEGAZY; (2015), “Consumer Online Behaviour: A Perspective on İnternet Banking Usage in Three Non-Western Countries”, Procedia Economics and Finance, 23, pp. 386-390.
ARNOLD, Mark J. and Kristy E. REYNOLDS; (2003), “Hedonic Shopping Motivations”, Journal of Retailing, 79, pp.77-95.
AYDIN, Berna Z.; (2007), “Faktör Analizi Yardımıyla Performans Ölçütlerinin Boyutlarının Ortaya Konulması”, 8. Türkiye Ekonometri ve İstatistik Kongresi, 24-25 Mayıs, Malatya: İnönü Üniversitesi, ss.25-38
BAPUR, Ömür; (2014), “İnternet Bankacılığında Müşteri Memnuniyeti”, Yayınlanmamış Yüksek Lisans Tezi, Trabzon: Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü.
BAYRAKDAROĞLU, Ali; (2012), “Bireylerin İnternet Bankacılığı Kullanımını Etkileyen Faktörlerin Belirlenmesi Üzerine Bir Alan Araştırması”, Business and Economics Research Journal, 3 (4), ss. 57-75.
BÜYÜKÖZTÜRK, Şener; (2002), “Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı” Kurum ve Uygulamada Eğitim Yönetimi, Sayı: 32, ss. 470-480.
BRYMAN, Alan and Cramer DUNCAN; (1997), Quantative Data Analysis with SPSS for Windows., London: Routhledge.
ÇOKLUK, Ömay; Güçlü ŞEKERCİOĞLU ve Şener BÜYÜKÖZTÜRK; (2012), Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Ankara: Pegem Akademi Yayıncılık.
DOĞRUL, Ümit; (2012), “Elektronik Alışveriş Davranışında Faydacı ve Hedonik Güdülerin Etkisi”, Sosyal ve Beşeri Bilimler Dergisi, 4 (1), ss.321-331.
EİD, Mustafa I.; (2011), “Determinants of e-Commerce Customer Satisfaction, Trust and Loyality In Saudi Arabia”, Journal of Electronic Commerce Research, 12 (1), pp.78-93.
ELİA, Miranda; (2009), “Internet Marketing, Web Site Design and Consumer Behaviour”, University of Manchester, https://studentnet.cs.manchester.ac.uk/resources /library/thesis_abstracts/MSc09/FullText/EliaMiranda.pdf, Erişim Tarihi: 09 Ağustos 2017
GERRARD, Philip J.; Barton CUNNİNGHAM and James F. DEVLİN (2006) “Why Consumers Are Not Using Internet Banking: A Qualitative Study”, Journal of Services Marketing, 20 (3), pp.160-168.
GHANE, Soheıla; Mohammad FATHİAN and Mohammad R. GHOLAMİAN; (2011), “Full Relationship Among E-Satisfaction, E-Trust, E-Service, Quality, And E-Loyality: The Case of Iran Banking”, Journal of Theoretical and Applied Information Technology, 33 ( 1 ): www.jatit.org Erişim Tarihi: 29 Temmuz 2017.
GOETSCH, David L. and Stanley B. DAVİS; (2003),Quality Management: Introduction to Total Quality Management For Production, Processing and Services, 4. Edition, USA: Pearson Education Inc.
GÜLMEZ, Mustafa ve Olgun KİTAPÇI; (2006), “İnternet Bankacılığı ve Müşteri Davranışları”, Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 7 ( 2 ), ss. 83-100.
HUR, Youngjin; Yong Jae KO and Joseph VALACİCH; (2011), “A Structural Model of The Relationships Between Sport Website Quality, E-Satisfaction and E-Loyalty”, Journal of Sport Management: 3 (7), pp.458-473.
KASHEİR, Dalia El; Ahmed S.ASHOUR and Omneya M. YACOUT; (2009), “Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers”, Communications of the IBIMA, 9, pp.252-263.
KALAYCI, Şeref; (2010), “Faktör Analizi”, iç. Şeref KALAYCI (Ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Beşinci Baskı, Ankara: Asil Yayın Dağıtım. KUMAR, R. Sathish and S. Ramachandran; (2015), “E-Satisfaction and E-Loyalty of Consumers Shopping Online”, International Journal of Advanced Research in Management, 6 ( 3 ), pp.79-85.
KÜÇÜKAHMET, Leyla; (2000), Program Geliştirme ve Öğretim, Nobel: İstanbul Yayınları.
Lİİ, Yuan-shuh; (2009), “A Model of Customer e-Loyalty In The Online Banking”, Economics Bulletin, (29/ 2) http://www.accessecon.com/Pubs/EB/2009/Volume29/EB-09-V29-I2-P39.pdf, Erişim Tarihi: 02 Nisan 2017.
MAENPAA, Katariina; Antti KANTO, Hannu KUUSELA and Paul PALLAB (2006), “More Hedonic versus Less Hedonic Consumption Behaviour In Advanced Internet Bank Services”, Journal of Financial Services Marketing 11, pp. 4-16.
NAKİP, Mahir; (2013), Pazarlama Araştırmalarına Giriş, Dördüncü Baskı, İstanbul: Seçkin Yayıncılık.
ODABAŞI, Yavuz ve Gülfidan BARIŞ; (2014), Tüketici Davranışı, İstanbul: MediaCat.
OKKALI, Mehmet; (2006), “Otomotiv Servislerinde Müşteri Memnuniyeti Üzerine Bir Araştırma ve Öneriler”, Yayınlanmamış Yüksek Lisans Tezi, İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
OKUMUŞ, Abdullah; Zehra BOZBAY ve Recep Murat DAĞLI; (2010), “Banka Müşterilerinin İnternet Bankacılığına İlişkin Tutumlarının İncelenmesi”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 36, ss. 89-111.
ÖÇAL, Tezer; Ömer Faruk, ÇOLAK, Selahattin TOGAY ve Kadir ESER; (1997), Para Banka, Teori ve Politika, Ankara: Gazi Kitabevi Yayınları.
ÖZER, Leyla; F. Gamze BOZKURT ve Ayşegül E. SERTOĞLU; (2012), “İnternet Bankacılığında Banka Değiştirme Niyetini Etkileyen Faktörler”, İşletme Araştırma Dergisi, 4 ( 5 ), ss.141-156.
PHAM, Tam; Johan TOMSFELT and Louise ABERG; (2013), “A Study About E-Loyalty using the Bagozzi framework”, Linnaeus University School of Business and Economics, http://www.diva-portal.org/smash/get/diva2:628701/FULLTEXT01.pdf, Erişim Tarihi: 26 Nisan 2017.
PİKKARAİNEN, Tero; Kari PİKKARAİNEN, Heiki KARJALUOTO and Seppo PAHMİLA; (2004), “Consumer Acceptance of Online Banking, An Extension of The Technology Acceptance Model”, Internet Research,, 14 ( 3 ), pp. 224-235.
PRAMEELA, Neeli; B. Abdul AZEEM and Geetha K. V. DEVİ; (2012), “E-Banking Loyalty: A Review of Literature”, International Journal of Trends In Economics Management&Technology: 5 (3), pp.70-82.
RAİ, Alok Kumar and Medha SRİVASTAVA; (2012), “Customer Loyalty Attributes: A Perspective”, Management Review 12, November- December, pp.49-76. SHANMUGAM, Mohana; Yen-Yao WANG, Hatem BUGSHAN and Nick HAJLİ; (2014), “Understanding Customer Perceptions of Internet Banking: The Case of The UK”, Journal of Enterprice Information Management, 28 (5), pp.619-633.
SOYSAL, Suat; (1999), Mağazacılık: Mükemmel Müşteri Hizmeti ve Etkili Satış Teknikleri, İstanbul: Remzi Kitabevi.
SULEİMAN, G.P., MAT Nik Kamariah Nik, O.I. ADESİYAN, A. S. MOHAMMED and Jamal Mohammed Esmail ALEKAM (2012) “Customer Loyalty in e-Banking: A Structural Equation Modelling (SEM) Approach”, American Journal of Economic, 2 (6), pp.55-59.
TABAEİ, Zahra; Mohammad FATHİAN and Mohammad Reza GHOLAMİAN; (2011), “Effective Factors on Electronic Customer Satisfaction Iran University of Science and Techrnology”, 3rd Conference on Information and Finance Engineering, Singapore, pp.572-585.
TAUBER, Edward M.; (1972), “Marketings Notes and Communications”, Journal of Marketing 4 (36), pp.46-59.
http://www.statisticbrain.com/online-mobile-banking-statistics/, Erişim Tarihi: 10 Ağustos 2017.
https://www.tbb.org.tr/tr/bankacilik/banka-ve-sektor-bilgileri/istatistiki-raporlar/59. Erşim Tarihi: 10 Ağustos 2017.
http://www.tuik.gov.tr/basinOdasi/haberler/2016_111_20161103.pdfhttp://www.tuik.gov.tr/basinOdasi/haberler/2016_111_20161103.pdf., Erişim Tarihi: 16 Ağustos 2017.

There are 39 citations in total.

Details

Journal Section	Makaleler
Authors	Suzan Çoban Serhan Keskin
Publication Date	December 28, 2018
Acceptance Date	July 28, 2018
Published in Issue	Year 2018 Issue: 52

Cite

APA	Çoban, S., & Keskin, S. (2018). İnternet Bankacılığında Hedonik Motivasyon Unsurları, E-tatmin ve E-bağlılık Etkileşimi: Nevşehir İli Örneği. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(52), 93-114. https://doi.org/10.18070/erciyesiibd.382746

Cited By

Sosyal Medya ve Hedonik Tüketimin Tüketici Tutumu ve Tatmin Üzerindeki Etkisi

MANAS Sosyal Araştırmalar Dergisi

Ali KÖROĞLU

https://doi.org/10.33206/mjss.794879

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