Determining Factors of Affecting Individuals’ Acceptance of Internet Banking with Structural Equation Model

Öz

Determining Factors of Affecting Individuals’ Acceptance of Internet Banking with Structural Equation Model The purpose of this study is, investigating the affecting factors of adopting individuals’ internet banking with adding trust and perceived web security variables to Technology Acceptance Model TAM . For this purpose six hypothesis has developed as part of research model. To collect data survey form has been prepared and has been applied in 8 cities. Useable data has been attained from 413 acquired surveys. Acquired data have been analysed with Structural Equation Modeling SEM . In accordance with the statistical analyse results; it is determined that perceived ease of use upon perceived usefulness, perceived usefulness upon trust and in addition trust, perceived usefulness, perceived ease of use and perceived web security separately upon intention to use have an positive and meaningful effect

Anahtar Kelimeler

• Technology Acceptance Model, Internet Banking, Structural Equation Modelling

Bireylerin İnternet Bankacılığını Benimsemesini Etkileyen Faktörlerin Yapısal Eşitlik Modeli ile Belirlenmesi

Öz

Bu çalışmanın amacı, Teknoloji Kabul Modeline TAM güven ve algılanan web güvenliği değişkenlerini de ekleyerek Türkiye’deki bireylerin internet bankacılığını benimsemesini etkileyen faktörleri araştırmaktır. Bu amaçla araştırma modeli çerçevesinde 6 hipotez geliştirilmiştir. Veri toplamak için anket formu hazırlanmış ve 8 ilde uygulanmıştır. Uygulanan anketlerin 413’ünden kullanılabilir veri elde edilmiştir. Elde edilen veriler Yapısal Eşitlik Modeli YEM ile analiz edilmiştir. Analiz sonuçlarına göre algılanan kullanım kolaylığının, algılanan kullanışlılık üzerinde ve algılanan kullanışlılığın ise güven üzerinde anlamı ve pozitif etkisi olduğu görülmüştür. Ayrıca çalışmada güven, algılanan kullanışlılık, algılanan kullanım kolaylığı ve algılanan web güvenliği değişkenlerinin kullanım niyetini etkilediği tespit edilmiştir

Anahtar Kelimeler

• Teknoloji Kabul Modeli,İnternet Bankacılığı,Yapısal Eşitlik Modeli

Kaynakça

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