MÜŞTERİLERİN INTERNET BANKACİLİĞİNİ KULLANMASINI ETKİLEYEN FAKTÖRLER: KAYSERİ İLİNDE BİR UYGULAMA

Yıl 2009, Cilt: 1 Sayı: 26, 211 - 232, 01.06.2009

Mustafa Öz

Öz

Araştırmada, müşterilerin, internet bankacılığını kullanmasını etkileyen faktörler incelenmiştir. Araştırma kapsamında, önce mevcut literatür özetlenmiş, sonrasında Kayseri’deki tüketicilerin, internet bankacılığını kullanmasını etkileyen faktörleri belirleme amacıyla bir anket uygulaması yapılmıştır.
Araştırma sonuçlarına göre, internet bankacılığını tercih edenler, genellikle daha genç, yüksek eğitimli ve yüksek gelir seviyesine sahip insanlardan oluşmaktadır. Internet bankacılığının tercih edilmesi için bir çok neden vardır ve bu nedenlerin hemen hepsi, örnek kütle tarafından önemli olarak algılanmaktadır. Internet bankacılığının kullanımına engel olarak ise, sadece riskli olduğu şeklindeki algılama ve bilgi eksikliği konulan görülmektedir. Aynca internet bağlantısı olanlann ve interneti daha sık kullananların internet bankacılığını çok daha yüksek oranlarda tercih etmeleri, internet kullanımının yaygınlaşmasıyla internet bankacılığının kullanımının da giderek artacağı şeklinde değerlendirilebilir

Anahtar Kelimeler

İnternet bankacılığı, e-ticaret

FACTORS EFFECTING THE USAGE OF INTERNET BANKING BY THE CUSTOMERS: AN APPLICATION IN KAYSER

Öz

In this paper, factors effecting the usage of internet banking by the customers are investigated. In the scope of the paper, first the present literature is summarized and then the factors effecting the usage of internet banking by the people live in Kayseri are investigated by a questionnaire.
According to the findings, customers who use the internet banking are younger, well educated, and have higher income. There are many reasons to use the internet banking, and all of the six reasons of preferance of internet banking are percieved as very important by the customers. Only two disadvantages of internet banking are seen as important: perception as risky and lack of knowledge. In addition, it can be evaluted that, the usage of internet banking will rise as the internet usage become widespread, because the customers who have internet connection and who use the internet frequently, use the internet banking with higher percent.

Anahtar Kelimeler

Internet banking, e-commerce

Kaynakça

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