Mobil alışveriş uygulamalarında algılanan faydanın öncülü ve sonuçları

Abstract

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<0,05) ve pozitif yönde etkilediği saptanmıştır. Algılanan faydanın güven üzerinde olumlu ve anlamlı bir etkisi bulunamamıştır.

Keywords

• algılanan kullanım kolaylığı
• teknoloji kabul modeli
• mobil alışveriş uygulamaları
• algılanan fayda

Antecedent and consequences of perceived usefulness in mobile shopping applications

Abstract

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<0.05) and positive effect on attitude, behavioral intention and satisfaction. Perceived usefulness has no positive and significant effect on trust.

Keywords

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

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