Gazi Journal of Economics and Business

2548-0162

Aydın KARAPINAR

Business Administration

İşletme

Mobil alışveriş uygulamalarında algılanan faydanın öncülü ve sonuçları

Antecedent and consequences of perceived usefulness in mobile shopping applications

https://orcid.org/0000-0002-2417-2718

Erdoğan

Görkem

ANKARA BİLİM ÜNİVERSİTESİ

06 23 2023

9 2 162 177 05 30 2022 05 31 2023

2015

Gazi Journal of Economics and Business

Bu çalışmanın amacı mobil alışveriş uygulamalarında Teknoloji Kabul Modeli kapsamında algılanan kullanım kolaylığının algılanan fayda üzerindeki ve algılanan faydanın tutum, davranışsal niyet, tatmin, güven üzerindeki etkisini araştırmaktır. Araştırma amaçları doğrultusunda araştırma verileri, Türkiye’de mobil cihaz kullanan 449 kişinin verilerini içeren anket yöntemi ile toplanmıştır. Katılımcıdan elde edilen veriler SPSS 24 ve AMOS 22 programları ile analiz edilmiştir. İlişkilerin belirlenmesinde ve kurulan hipotezlerin test edilmesinde yapısal eşitlik modeli (YEM) kullanılmıştır. Analizler sonucunda mobil alışveriş uygulamalarında algılanan kullanım kolaylığının algılanan faydayı etkilediği sonucuna ulaşılmıştır. Ayrıca algılanan faydanın tutumu, davranışsal niyeti ve tatmini istatiksel olarak anlamlı (p

The aim of this study is to investigate the effect of perceived ease of use on perceived usefulness and the effect of perceived usefulness on attitude, behavioral intention, satisfaction and trust in mobile shopping applications within the scope of the Technology Acceptance Model. In line with the research purposes, the research data were collected by the survey method, which includes the data of 449 people using mobile devices in Turkey. The data obtained from the participant were analyzed with SPSS 24 and AMOS 22 programs. The Structural equation model (SEM) was used to determine the relationships and test the established hypotheses. As a result of the analysis, in mobile shopping applications it was determined that the perceived ease of use affected the perceived usefulness. Also, it was determined that perceived usefulness had a statistically significant (p

algılanan kullanım kolaylığı teknoloji kabul modeli mobil alışveriş uygulamaları algılanan fayda

perceived ease of use perceived usefulness Technology Acceptance Model Mobile Shopping Apps

Aldás‐Manzano, J., Ruiz‐Mafé, C. ve Sanz‐Blas, S. (2009). Exploring individual personality factors as drivers of M‐shopping acceptance. Industrial Management & Data Systems.

Agrebi, S. ve Jallais, J. (2015). Explain the intention to use smartphones for mobile shopping. Journal of retailing and consumer services, 22, 16-23.

Amin, M., Rezaei, S. ve Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International.

Balasubraman, S., Peterson, R. A. ve Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the academy of Marketing Science, 30(4), 348-361.

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS quarterly, 351-370.

BTİK, (2020). Elektronik Haberleşme Sektörüne İlişkin İl Bazında Yıllık İstatistik Bülteni. Erişim, 16 Mart 2022, https://www.btk.gov.tr/uploads/pages/yillik-il-istatistikleri/elektronik-haberlesme-sektorune-iliskin-il-bazinda-yillik-istatistik-bulteni-2020-v1.pdf.

Cao, L., Liu, X. ve Cao, W. (2018). The effects of search-related and purchase-related mobile app additions on retailers’ shareholder wealth: The roles of firm size, product category, and customer segment. Journal of Retailing, 94(4), 343-351.

Chen, B., Sivo, S., Seilhamer, R., Sugar, A. ve Mao, J. (2013). User acceptance of mobile technology: A campus-wide implementation of Blackboard's Mobile™ learn application. Journal of educational computing research, 49(3), 327-343.

Chinomona, R. (2013). The influence of perceived ease of use and perceived usefulness on trust and intention to use mobile social software. African Journal for Physical, Health Education, Recreation & Dance, 19(2).

Clearbridge Mobile, (2019). Mobile App Vs. Mobile Website: A UX Comparison – Which Is The Better Option?, Erişim, 8 Mart 2022, https://clearbridgemobile.com/mobile-app-vs-mobile-website-which-is-the-better-option/.

DataReportal, (2021). Digital 2021: Global Overview Report. Erişim, 4 Mart 2022, https://datareportal.com/reports/digital-2021-global-overview-report.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Davis, F. D., Bagozzi, R. P. ve Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35(8), 982-1003.

Davis, F. D. ve Venkatesh, V. (1996). A critical assessment of potential measurement biases in the technology acceptance model: three experiments. International journal of human-computer studies, 45(1), 19-45.

Devaraj, S., Fan, M. ve Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information systems research, 13(3), 316-333.

eMarketer, (2019). Mobile Web vs. Mobile App: Where Do Shoppers Spend Time and Money? Erişim, 7 Mart 2022, https://www.emarketer.com/content/mobile-web-vs-mobile-app-where-do-shoppers-spend-time-and-money.

eMarketer, (2021). US Time Spent with Mobile 2021, Erişim, 4 Mart 2022, https://www.emarketer.com/content/us-time-spent-with-mobile-2021.

Feng, H., Hoegler, T. ve Stucky, W. (2006, June). Exploring the critical success factors for mobile commerce. In 2006 International Conference on Mobile Business (pp. 40-40). IEEE.

Fishbein, M. ve Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, Addison-Wesley, MA

Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.

Foroughi, B., Iranmanesh, M. ve Hyun, S. S. (2019). Understanding the determinants of mobile banking continuance usage intention. Journal of Enterprise Information Management.

Gefen, D., Karahanna, E. ve Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.

Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık, 271.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.

Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate data analysis: a global perspective. 7th ed. New Jersey: Prentice Hall.

Hubert, M., Blut, M., Brock, C., Backhaus, C. ve Eberhardt, T. (2017). Acceptance of smartphone‐based mobile shopping: Mobile benefits, customer characteristics, perceived risks, and the impact of application context. Psychology & Marketing, 34(2), 175-194.

Hung, M. C., Hwang, H. G. ve Hsieh, T. C. (2007). An exploratory study on the continuance of mobile commerce: an extended expectation-confirmation model of information system use. International Journal of Mobile Communications, 5(4), 409-422.

Hung, M. C., Yang, S. T. ve Hsieh, T. C. (2012). An examination of the determinants of mobile shopping continuance. International Journal of Electronic Business Management, 10(1), 29.

Igbaria, M., Guimaraes, T. ve Davis, G. B. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of management information systems, 11(4), 87-114.

Kang, C. R., Hung, M. C., Yang, S. T., Hsieh, T. C. ve Tang, S. M. (2010). Factors affecting the continued intention of mobile shopping. In 2010 IEEE International Conference on Industrial Engineering and Engineering Management (pp. 710-713). IEEE.

Khalifa, M. ve Shen, K. N. (2008). Explaining the adoption of transactional B2C mobile commerce. Journal of enterprise information management.

Kim, H. W., Chan, H. C. ve Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision support systems, 43(1), 111-126.

Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th ed.). New York, NY The Guilford Press.

Krishanan, D., Khin, A. A., Teng, K. L. L. ve Chinna, K. (2016). Consumers' perceived interactivity & intention to use mobile banking in structural equation modeling. International Review of Management and Marketing, 6(4), 883-890.

Lee, T. ve Jun, J. (2007). Contextual perceived value? Investigating the role of contextual marketing for customer relationship management in a mobile commerce context. Business Process Management Journal.

Li, Y. M. ve Yeh, Y. S. (2010). Increasing trust in mobile commerce through design aesthetics. Computers in Human Behavior, 26(4), 673-684.

Lim, S. H., Kim, D. J., Hur, Y. ve Park, K. (2019). An empirical study of the impacts of perceived security and knowledge on continuous intention to use mobile fintech payment services. International Journal of Human–Computer Interaction, 35(10), 886-898.

Lu, H. P. ve Su, P. Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research.

Morosan, C. (2012). Theoretical and empirical considerations of guests’ perceptions of biometric systems in hotels: Extending the technology acceptance model. Journal of Hospitality & Tourism Research, 36(1), 52-84.

Munoz-Leiva, F., Climent-Climent, S. ve Liébana-Cabanillas, F. (2017). Determinants of intention to use the mobile banking apps: An extension of the classic TAM model. Spanish journal of marketing-ESIC, 21(1), 25-38.

Natarajan, T., Balasubramanian, S. A. ve Kasilingam, D. L. (2017). Understanding the intention to use mobile shopping applications and its influence on price sensitivity. Journal of Retailing and Consumer Services, 37, 8-22.

Natarajan, T., Balasubramanian, S. A. ve Kasilingam, D. L. (2018). The moderating role of device type and age of users on the intention to use mobile shopping applications. Technology in Society, 53, 79-90.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.

Rauniar, R., Rawski, G., Yang, J. ve Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management.

Revels, J., Tojib, D. ve Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal (AMJ), 18(2), 74-80.

Saprikis, V., Markos, A., Zarmpou, T. ve Vlachopoulou, M. (2018). Mobile shopping consumers’ behavior: An exploratory study and review. Journal of theoretical and applied electronic commerce research, 13(1), 71-90.

Shaw, N. ve Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal of Information Management, 45, 44-55.

Siau, K., Lim, E. P. ve Shen, Z. (2001). Mobile commerce: Promises, challenges and research agenda. Journal of Database Management (JDM), 12(3), 4-13.

Silva Bidarra, S. H., Muñoz-Leiva, F. ve Liébana-Cabanillas, F. (2013). The determinants of mobile banking acceptance: conceptual development and empirical analysis. International Journal of Management Science & Technology Information, (8).

Statista, (2021). Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2021. Erişim, 4 Mart 2022, https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices.

Statista, (2022a). Number of smartphone subscriptions worldwide from 2016 to 2027. Erişim, 4 Mart 2022, https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.

Statista, (2022b). Number of mobile app downloads worldwide from 2016 to 2021. Erişim, 7 Mart 2022, https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/.

Statista, (2022c). Mobile shopping app user acquisition rate worldwide from 2017 to 2020. Erişim, 7 Mart 2022, https://www.statista.com/statistics/1021307/global-mobile-shopping-app-user-acquisition-rate/.

Ström, R., Vendel, M. ve Bredican, J. (2014). Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012.

Tabachnick, B. G. ve Fidell, L.S. (2013). Using multivariate statistics (6th Edit.). Boston: Pearson

Taylor, S. ve Todd, P. (1995). Assessing IT usage: The role of prior experience. MIS quarterly, 561-570.

Thakur, R. ve Srivastava, M. (2013). Customer usage intention of mobile commerce in India: an empirical study. Journal of Indian Business Research.

Thong, J. Y., Hong, S. J. ve Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of human-computer studies, 64(9), 799-810.

Venkatesh, V. ve Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.

Ventre, I. ve Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.

Victoria, M. ve Helen, M. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 115-134.

Wei, T. T., Marthandan, G., Chong, A. Y. L., Ooi, K. B. ve Arumugam, S. (2009). What drives Malaysian m‐commerce adoption? An empirical analysis. Industrial management & data systems.

Wong, C. H., Lee, H. S., Chua, B. H., Chai, B. H. ve Tan Han, G. W. (2012). Predicting the consumers' intention to adopt mobile shopping: an emerging market perspective. International Journal of Network and Mobile Technologies, 3(3).

Wu, J. H. ve Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & management, 42(5), 719-729.

Xu, J., Forman, C., Kim, J. B. ve Van Ittersum, K. (2014). News media channels: Complements or substitutes? Evidence from mobile phone usage. Journal of Marketing, 78(4), 97-112.

Zhang, L., Zhu, J. ve Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in human behavior, 28(5), 1902-1911.