Drone İle Teslimata Yönelik Algılanan Güvenin Kullanım Niyeti Üzerindeki Etkisinde Algılanan Risk Ve Ağızdan Ağıza İletişimin Aracılık Rollerinin Araştırılması

Öz

Drone ile teslimat insanların pandemi sonrasında da temassız işlemleri tercih edeceği düşüncesine bağlı olarak şirketler açısından önemli fırsatlara neden olacaktır. Bu çalışmada, dronla teslimata dair algılanan güvenin kullanım niyeti üzerindeki etkisinde ağızdan ağıza iletişim ve algılanan riskin aracılık rolleri incelenmiştir. Çalışmada yer alan değişkenlerin temassız teslimat bağlamında şirketler için önemli öngörüler sunacağı beklenmektedir. Çalışmanın evrenini Türkiye’de yaşayan insanlar oluşturmuştur. Çalışmanın örneklemi 260 kişiden oluşmuştur. İnternette verilen bir anket ile ve kartopu örnekleme yöntemiyle veriler toplanmıştır. Katılımcılara anket formunu doldurmadan önce drone ile teslimatla ilgili bir video izletilmiştir. Yapısal eşitlik modellemesi kullanılarak istatistiki analizler yapılmıştır. Bulgulara göre algılanan güvenin, ağızdan ağıza iletişim ve kullanım niyeti üzerine olumlu fakat algılanan risk üzerine olumsuz etkisi olduğu görülmüştür. Algılanan riskin kullanım niyeti üzerinde herhangi bir etkisinin olmadığı sonucuna ulaşılmıştır. Ağızdan ağıza iletişimin ise kullanım niyeti üzerinde olumlu etkisinin olduğu görülmüştür. Algılanan güvenin ağızdan ağıza iletişim aracılığıyla kullanım niyeti üzerinde etkisinin olduğu ancak algılanan risk aracılığıyla herhangi bir etkisinin olmadığı sonuçlarına ulaşılmıştır. Elde edilen sonuçlar çerçevesinde drone ile teslimata yönelik tüketicilerde algılanan güvenin arttırılmasının oldukça önemli olduğu ifade edilebilir. Algılanan güvenin arttırılması için bu teslimat yönteminin risklerinin teknik olarak en aza indirilmesi ve bu teslimat yönteminin güvenilir olduğunun pazarlama iletişimi faaliyetleriyle insanlara anlatılmasının oldukça önemli olduğu düşünülmektedir.

Anahtar Kelimeler

• Drone ile teslimat
• temassız teslimat
• algılanan güven
• algılanan risk
• ağızdan ağıza iletişim
• kullanım niyeti

Investigation Of The Mediating Roles Of Perceived Risk And Word Of Mouth İn The Effect Of Perceived Trust İn With Drone Delivery On İntention To Use

Öz

Delivery by drone will create important opportunities for companies, depending on the idea that people will prefer contactless transactions after the pandemic. In this study, the mediating roles of perceived risk and word of mouth in the effect of perceived trust in drone delivery on intention to use were investigated. It is expected that the variables to be included in the study will provide important insights for companies in the context of contactless delivery. The population of the study consisted of people living in Turkey. The sample of the study consisted of 260 people. Data were collected with a questionnaire given on the Internet and snowball sampling method. Before filling out the questionnaire, the participants were shown a video about the delivery by drone. Statistical analyzes were made with structural equation modeling. According to the findings, it was seen that perceived trust had a positive effect on word of mouth and intention to use but had a negative effect on perceived risk. It was concluded that the perceived risk did not have any effect on the intention to use. Word of mouth communication was found to have a positive effect on the intention to use. Word of mouth communication mediates the impact of perceived trust on the intention to use. But perceived risk not mediated the impact of perceived trust on the intention to use. Within the framework of the results obtained, it can be stated that it is very important to increase the perceived trust of consumers for drone delivery. In order to increase perceived trust, it is thought that it is very important to minimize the technical risks of this delivery method and to explain to people that this delivery method is reliable through marketing communication activities.

Anahtar Kelimeler

• Drone delivery
• contactless delivery
• perceived trust
• perceived risk
• word of mouth communication
• intention to use

Kaynakça

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