THE IMPACT OF MOTIVATED CONSUMER INNOVATIVENESS ON THE ADOPTION OF FINANCIAL TECHNOLOGIES

Öz

The primary objective of this study is to examine the adoption behavior of financial technology (fintech) tools within the framework of motivated consumer innovativeness and opinion leadership theories. Within this scope, the theoretical model of the study was developed by reviewing domestic and international literature on the usage dynamics of fintech tools. The fundamental requirement of the research is based on the problem of why financial discipline tools, such as budget management, have low adoption rates while spending-oriented financial tools are rapidly becoming widespread. The universe of the research consists of digital financial service users throughout Turkey. A survey was used as the data collection technique in the research. The sample of the research consists of 401 participants. Logistic regression analysis was used to analyze the research model and test the hypotheses. The data were analyzed using the SPSS v.25.0 statistical program. According to the results obtained from the analyses, it was found that the hedonic dimension of motivated consumer innovativeness positively affects spending-oriented technologies, while negatively affecting savings-oriented technologies. This finding reveals that hedonistic motivations and the pursuit of social status play a dominant role in the adoption process of fintech tools, rather than rational benefits.

Anahtar Kelimeler

• financial technologies
• consumer behavior
• motivated consumer innovatıon
• opinion leadership

GÜDÜLENMİŞ TÜKETİCİ YENİLİKÇİLİĞİNİN FİNANSAL TEKNOLOJİLERİN BENİMSENME DURUMU ÜZERİNDEKİ ETKİSİ

Öz

Bu araştırmanın temel amacı, finansal teknoloji (fintek) araçlarını benimseme davranışlarını güdülenmiş tüketici yenilikçiliği ve fikir liderliği teorileri çerçevesinde incelemektir. Bu kapsamda yerli ve yabancı literatür taranarak fintek araçlarının kullanım dinamikleri üzerine araştırmanın teorik modeli oluşturulmuştur. Araştırmanın temel gereksinimi, harcama odaklı finansal araçlar hızla yaygınlaşırken, bütçe yönetimi gibi finansal disiplin araçlarının neden düşük benimsenme oranına sahip olduğu sorunsalına dayanmaktadır. Araştırmanın evrenini Türkiye genelindeki dijital finansal hizmet kullanıcıları oluşturmaktadır. Araştırmada veri toplama tekniği olarak anket kullanılmıştır. Araştırmanın örneklemi 401 katılımcıdan oluşmaktadır. Araştırma modelinin analiz edilmesinde ve hipotezlerin test edilmesinde lojistik regresyon analizi yöntemi kullanılmıştır. Veriler SPSS v.25.0 istatistik programı kullanılarak analiz edilmiştir. Yapılan analizlerden elde edilen sonuçlara göre, güdülenmiş tüketici yenilikçiliğinin hazcı boyutunun harcama odaklı teknolojileri pozitif yönde etkilediği, buna karşın tasarruf odaklı teknolojileri negatif yönde etkilediği tespit edilmiştir. Elde edilen bu sonuca göre, fintek araçlarının benimsenme sürecinde rasyonel faydadan ziyade hedonik motivasyonların ve sosyal statü arayışının baskın bir rol oynadığını ortaya koymaktadır.

Anahtar Kelimeler

• finansal teknolojiler
• güdülenmiş tüketici yenilikçiliği
• fikir liderliği
• tüketici davranışı

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