FACTORS AFFECTING THE ADOPTION OF MOBILE SHOPPING APPLICATIONS IN THE CONTEXT OF EXTENDED TECHNOLOGY ACCEPTANCE MODEL

Year 2020, Volume: 22 Issue: 1, 599 - 627, 30.06.2020

Selen Seyhun Günay Kurtuldu

Abstract

Mobile shopping applications offered in the context of mobile shopping activities are used intensively by consumers. In this respect, determining the factors that affect consumers’ decision to use these applications will enable businesses to develop these applications in line with the needs of consumers’. Accordingly, in this study, it is aimed to examine the factors affecting the adoption of mobile shopping applications by consumers. Within the scope of the study, an extended Technology Acceptance Model (TAM) is obtained by adding perceived enjoyment, innovativeness, trust and satisfaction variables to the Technology Acceptance Model and the resulting model is evaluated. Data were collected by using convenience sampling method and conducting face to face surveys method. The data obtained were analyzed by using exploratory factor analysis, reliability analysis, confirmatory factor analysis and structural equation modeling. As a result of the research, it was found that satisfaction variable is positively affected by perceived usefulness, innovativeness and trust variables; in addition, perceived usefulness, satisfaction, innovativeness and trust variables positively influences the behavioral intention variable.

Keywords

Mobile Shopping Applications, Extended Technology Acceptance Model, Technology Acceptance Model, Adoption, Satisfaction

GENİŞLETİLMİŞ TEKNOLOJİ KABUL MODELİ BAĞLAMINDA MOBİL ALIŞVERİŞ UYGULAMALARININ BENİMSENMESİNİ ETKİLEYEN FAKTÖRLER

Abstract

Mobil pazarlama faaliyetleri kapsamında sunulan mobil alışveriş uygulamaları, tüketiciler tarafından yoğun olarak kullanılmaktadır. Bu bakımdan, tüketicilerin mobil alışveriş uygulamalarını kullanma kararı vermelerini etkileyen faktörlerin belirlenmesi, işletmelerin söz konusu uygulamaları tüketicilerin ihtiyaçlarına uygun olarak geliştirebilmelerine imkan sağlayacaktır. Bu doğrultuda, bu çalışmada, tüketicilerin mobil alışveriş uygulamalarını benimsemelerini etkileyen faktörlerin incelenmesi amaçlanmaktadır. Çalışma kapsamında, Teknoloji Kabul Modeli (TKM)’ne algılanan eğlence, yenilikçilik, güven ve tatmin değişkenleri eklenerek genişletilmiş bir Teknoloji Kabul Modeli elde edilmekte ve oluşan model değerlendirilmektedir. Çalışmada, kolayda örnekleme ve yüz yüze anket yöntemleri ile veri toplanmıştır. Elde edilen veriler; keşfedici faktör analizi, güvenilirlik analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Araştırma sonucunda, tatmin değişkeninin algılanan fayda, yenilikçilik ve güven değişkenleri tarafından pozitif şekilde etkilendiği; ayrıca algılanan fayda, tatmin, yenilikçilik ve güven değişkenlerinin davranışsal niyet değişkenini pozitif olarak etkilediği tespit edilmiştir.

Keywords

Mobil Alışveriş Uygulamaları, Genişletilmiş Teknoloji Kabul Modeli, Teknoloji Kabul Modeli, Benimseme, Tatmin

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