Mobil Ödeme Teknolojisi Kabulünün Teknoloji Kabul Modeli ile İncelenmesi: Ampirik Bir Araştırma

Öz

Bu çalışma banka müşterilerinin mobil ödeme teknolojisini kabul etme süreçlerinde etkili olan faktörleri belirlemek amacıyla yapılmıştır. Bu bağlamda Davis (1989) tarafından geliştirilen Teknoloji Kabul Modeli (TAM) referans alınmıştır. Çalışmaya ilişkin verileri toplamak amacıyla Nevşehir ilinde kolayda örnekleme metodu ile belirlenen 500 mobil ödeme kullanıcısına anket uygulanmıştır. Elde edilen veriler ile öncelikle Açıklayıcı ve Doğrulayıcı Faktör Analizi, sonrasında ise Path Analizi yapılmıştır. Açıklayıcı faktör analizi sonucunda Davis (1989) TAM’ın alt değişkenlerini destekleyen faktörler ortaya çıkmıştır. Doğrulayıcı faktör analizinin uyum değerleri ise kabul edilebilir uyum göstermiştir. Path analizi sonucunda doğrudan etki bakımından algılanan kullanım kolaylığının algılanan fayda; algılanan faydanın tutum; tutumun ise niyet üzerinde pozitif yönde etkisi olduğu görülmüştür. Sonuçlar dolaylı etki bakımından incelendiğinde ise algılanan kullanım kolaylığının, tutumu ve niyeti şekillendiren en güçlü değişken olduğu tespit edilmiştir. Mobil ödeme teknolojisinin kabulünü öngörmek için TAM’ın sınandığı bu çalışma, literatüre katkı sağlamakta ve sonuçları çözüm sağlayıcılara faydalı bilgiler sunmaktadır.

Anahtar Kelimeler

• Mobil Ödeme
• Teknoloji Kabul Modeli
• Path Analizi

Investigation of Mobile Payment Technology Acceptance with Technology Acceptance Model: An Empirical Research

Öz

This study was carried out to determine the factors that affect the process of accepting mobile payment technology of bank customers. In this context, the Technology Acceptance Model (TAM) developed by Davis (1989) is taken as reference. In order to collect the data related to the study, a questionnaire was applied to 500 mobile payment users determined by easy sampling method in Nevsehir. Explanatory and Confirmatory Factor Analysis and then Path Analysis were performed with the obtained data. As a result of the explanatory factor analysis, Davis (1989) revealed the factors that support the sub-variables of TAM. The agreement values of the confirmatory factor analysis showed acceptable agreement. As a result of path analysis, perceived usefulness of perceived ease of use in terms of direct effect; attitude of perceived usefulness; attitude has a positive effect on intention. When the results were examined in terms of indirect effect, perceived ease of use was found to be the most powerful variable shaping attitude and intention. This study, in which TAM is tested to predict the acceptance of mobile payment technology, contributes to the literature and the results provide useful information to solution providers.

Anahtar Kelimeler

• Mobile Payment
• Technology Acceptance Model
• Path Analysis

Kaynakça

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