Tüketicilerin Mobil Ödemeye Yönelik Tutum ve Kullanma Niyeti Üzerine Bir Araştırma

Abstract

Günümüzde pek çok işlemin mobil hale gelmesiyle, mobil ödeme yöntemlerinin kullanımı da önemli düzeyde artmıştır. Bu çalışmada, mobil ödeme yöntemlerine yönelik tutum ve kullanma niyeti ile ilişkili faktörlerin incelenmesi amaçlanmıştır. Bu doğrultuda 363 katılımcıdan anket yöntemiyle toplanan veriler yapısal eşitlik yöntemi ile analiz edilmiştir. Araştırmanın sonuçlarına göre algılanan kullanışlılık, algılanan kullanım kolaylığı ve bireysel hareketlilik, mobil ödeme yöntemlerine yönelik tutum ile pozitif yönlü ilişkiliyken, teknoloji endişesi mobil ödemeye yönelik tutum ile negatif yönlü ilişkilidir. Mobil ödeme yöntemlerine yönelik tutum ile ilişkili en önemli faktör algılanan kullanışlılıktır. Ayrıca algılanan kullanım kolaylığı, algılanan kullanışlılık ile pozitif yönlü ilişkilidir. Mobil ödeme yöntemlerine yönelik tutum ile mobil ödeme yöntemleri kullanım niyeti arasında pozitif yönlü ilişki bulunmaktadır.

Keywords

• Mobil Ödeme
• Teknoloji Kabul Modeli
• Tüketici Tutumu
• Kullanma Niyeti
• Mobil Teknolojiler

A Research on Consumers’ Attitude and Intention to Use Mobile Payment

Abstract

As many transactions have been transferred to mobile, there has been a significant increase in mobile payment usage. This study aims to investigate the factors related to consumers’ attitude and intention to use mobile payment. In this direction, data was obtained from 363 participants and analyzed using the structural equation modeling technique. According to the results of the research, perceived usefulness, perceived ease of use, and individual mobility are positively related to attitude towards mobile payment, while technology anxiety is negatively related to attitude towards mobile payment. The most important factor related to attitude towards mobile payments is perceived usefulness. Furthermore, there is a positive relationship between perceived ease of use and perceived usefulness. There is a positive relationship between attitude towards mobile payment and the intention to use mobile payment.

Keywords

• Mobile Payment
• Technology Acceptance Model
• Consumer Attitude
• Intention to Use
• Mobile Technologies

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