Examining Individuals’ Attitudes Toward Electronic Money in the Framework of the Technology Acceptance Model

Abstract

Technological developments manifest themselves in economic activities as well as in all areas of life. The ever-increasing marginal cost of time necessitates the rapid completion of economic activities, as with many other issues. Understanding consumers’ attitudes toward e-money is greatly important for being able to understand the behaviors exhibited during today’s economic activities because almost every area of life has become digital now, and many transactions have started being carried out by methods other than physical money. This study aims to examine the status of e-money applications in Turkey, individuals’ attitudes toward e-money there, and their approaches to using it within the framework of the technology acceptance model (TAM). Within the framework of the research, a survey study has been carried out with the participation of 165 people residing in Istanbul who have a master’s degree education level or higher, who are knowledgeable about e-money, and who work in companies operating in the finance sector. The data obtained from the surveys revealed results by respectively completing reliability and validity analyses and by applying correlation and path analyses, forming hypotheses, and conducting R² analyses. The study results have determined the perceived ease-of-use regarding e-money applications, especially within the framework of TAM, to positively affect individuals’ perceptions regarding its benefits and their intentions to use it. Perceived benefit is also another factor that was found to affect individuals’ intentions to use e-money.

Keywords

• Electronic money
• e-money
• consumer behavior
• planned behavior theory
• technology acceptance model

Bireylerin Elektronik Para Tutumlarının Teknoloji Kabul Modeli Çerçevesinde İncelenmesi

Abstract

Gelişen teknoloji, hayatın her alanında olduğu gibi ekonomik faaliyetlerde de kendini göstermektedir. Zamanın artan marjinal maliyeti, birçok konuda olduğu gibi ekonomik faaliyetlerin de hızlı bir şekilde tamamlanmasını gerekli kılmaktadır. Tüketicilerin günümüzde iktisadi faaliyetler sırasında sergiledikleri davranışlarının anlaşılmasında elektronik para konusundaki tutumlarının da anlaşılması büyük önem arz etmektedir. Çalışmamızda, Türkiye’de elektronik para uygulamalarının bireyler nezdindeki durumunun, elektronik parayla ilgili tutumlarının ve bireylerin elektronik para kullanımına ilişkin yaklaşımlarının Teknoloji Kabul Modeli (TKM) çerçevesinde incelenmesi amaçlanmıştır. Çalışmanın örneklemi İstanbul’da yaşayan yüksek lisans ve üstü eğitim düzeyine sahip, e-para konusunda bilgili ve finans sektöründe faaliyet gösteren şirketlerde çalışan 165 bireydir. Çalışma korelasyon analizi, yol analizi, hipotez testleri ve R² analizleri uygulanarak, kurulan hipotezlerin desteklendiği görülmüştür. Çalışma sonucunda elde edilen bulgularda TKM çerçevesinde e-para uygulamalarına ilişkin algılanan kullanım kolaylığının, bireylerin elde edecekleri fayda algılarını ve kullanma niyetlerini pozitif bir şekilde etkilediği tespit edilmiştir. Bireylerin kullanma niyetlerini etkileyen bir diğer faktör algıladıkları fayda olarak belirlenmiştir.

Keywords

• Elektronik para
• e-ticaret
• planlı davranış teorisi
• teknoloji kabul modeli
• tüketici davranışı

Supporting Institution

Nişantaşı Üniversitesi

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