Online Yemek Sipariş Uygulamalarında Tüketicilerin Davranışsal Niyetlerinin Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi Çerçevesinde İncelenmesi ve Güven Unsurunun Aracılık Rolü

Abstract

Günümüz pazarlaması için yeni bir yol açan mobil uygulama çağı, tüm geleneksel iş modelleme biçimlerini modası geçmiş hale getirmiştir. Mobil uygulamalar, teknoloji ve pazarlama zekâsının bir bileşimi olarak, işletmelerin yenidünya düzeninde işleyişlerini etkileyerek, pazarlama stratejilerini, müşterilerinin istek ve ihtiyaçlarına uyacak şekilde çevrimdışı pazarlamadan çevrimiçi pazarlamaya dönüştürmüştür. Günümüzde akıllı cihazların ve internet kullanımının yaygınlaşmasıyla, tüketicilerin alışverişlerinde hız, kolaylık ve sadelik önemli olmaya başlamıştır. Bu araştırmanın hedefi, tüketicilerin online yemek sipariş uygulamalarının kabul ve kullanımındaki tercihlerini etkileyen faktörlerle birlikte Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi kapsamında incelenmek ve kullanıcıların online yemek sipariş uygulamalarını devamlı kullanma isteğinde, güven unsurunun aracılık rolünü belirlemektir. Araştırmanın evreni İstanbul’da 18 yaş ve üstünde ve online yemek sipariş uygulamalarını en az bir kere kullanmış olan müşterilerden oluşmaktadır. Araştırmada veri toplama yöntemi olarak çevrimiçi anket seçilmiş ve veri analizi olarak ise yapısal eşitlik modellemesine başvurulmuştur. Çalışma sonuçlarına göre, davranışsal niyeti en fazla etkileyen unsurlar alışkanlık, performans beklentisi ve kullanım kolaylığı beklentisi olarak bulunmuştur. Ayrıca online yemek sipariş uygulamalarında tüketicilerin birleştirilmiş teknoloji kabul ve kullanım teorisi çerçevesinde davranışsal niyet ile devamlı kullanma isteği arasında güvenin kısmi aracılık rolü olduğu tespit edilmiştir.

Keywords

• Teknoloji Kabul Modeli
• Mobil Perakendecilik
• Birleştirilmiş Teknoloji Kabul Modeli
• Online Yemek Sipariş Uygulamaları
• Yapısal Eşitlik Modellemesi

An Examination of Consumers’ Behavioral Intentions in Web-Based Food Ordering Applications Within the Framework of the Unified Theory of Acceptance and Use of Technology, and The Mediating Role of Trust

Abstract

The emergence of mobile applications has introduced new paradigms in modern marketing, rendering many traditional business models increasingly obsolete. As a combination of technology and marketing intelligence, mobile applications have influenced the operations of companies in the new world order, transforming their marketing strategies from offline to online so that they can meet their customers’ needs better. As smart devices and internet technologies have become deeply integrated into daily life, consumers increasingly expect shopping experiences that are fast, convinent and simple. This research aims to investigate factors influencing consumers’ acceptance and use of web-based food ordering applications, within the framework of the Unified Theory of Acceptance and Use of Technology. Additionally, the study examines whether trust serves as a mediating variable in users’ intention to continue using these applications. The research sample comprises consumers aged 18 and above residing in Istanbul, Turkiye, who have utilized web-based food ordering apps at least once. Data was obtained via an online survey, and structural equation modeling was implemented for data analysis. The study’s findings result indicate that the most significant predictors of behavioral intention are habit, performance expectancy, and effort expectancy. Moreover, the findings reveal that trust serves as a partial mediator in the relationship between behavioral intention and the continued usage intention of web-based food ordering applications within the UTAUT framework.

Keywords

• Technology Acceptance Model
• Mobile Retailing
• Unified Theory of Acceptance and Use of Technology
• Web-Based Food Ordering Applications
• Structural Equation Modeling

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