GÜVEN KAYNAKLARININ MOBİL ALIŞVERİŞE YÖNELİK TUTUM VE DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Abstract

Mobil alışveriş, son zamanlarda oldukça popüler hale gelmiştir. Bunun temel sebeplerinden biri akıllı telefon kullanımına paralel olarak mobil uygulamaların sayısının da artması olarak gösterilebilir. Ancak, yine de tüketiciler mobil alışverişe yönelik güven sorunu yaşamaktadır. Bu çalışmanın amacı, güven öncüllerinin mobil alışverişe yönelik tutumlar üzerindeki etkisini, mobil alışverişe yönelik tutumların da mobil alışverişe yönelik davranışsal niyet üzerindeki etkisini araştırmaktır. Araştırmada değişkenler arasındaki ilişkilere odaklandığından açıklayıcı bir araştırma türündedir. Kolayda örnekleme yöntemiyle 20 Eylül- 30 Kasım 2019 tarihleri arasında çevrimiçi ortamda anket uygulanarak veri toplanmıştır. Önerilen teorik modelin yapısal geçerliliği yapısal eşitlik modellemesi tekniği kullanılarak AMOS paket programı ile test edilmiştir. Elde edilen bulgulara göre, güven kaynaklarından olan firmayla yaşanmış geçmiş deneyimler, sosyal etki ve kurumsal düzenlemeler mobil alışverişe yönelik tutum üzerinde etkili iken; medyada var olmanın ise mobil alışverişe yönelik tutum üzerinde etkisine rastlanamamıştır. Tüketicilerin mobil alışverişe yönelik tutumları ise mobil alışverişe yönelik davranışsal niyetleri üzerinde etkilidir.

Keywords

• Mobil Alışveriş
• Güven
• Tutum
• Davranışsal Niyet

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