Mobil Cüzdan Kullanım Niyeti veKişisel Yenilikçiliğin Aracılık Etkisi

Yıl 2016, Sayı: 611, 71 - 89, 01.01.2016

Gökhan Aydın Şebnem Burnaz

Öz

Bu araştırmanın amacı kullanımları dünya genelinde hızla yaygınlaşmakta olan mobil ödeme sistemlerini kullanma niyetleri üzerine etki eden faktörlerin belirlenmesi ve kişisel yenilikçiliğin bu ilişkiler üzerindeki aracılık etkisinin incelenmesidir. Araştırma Türkiye’de faaliyet gösteren telekomünikasyon operatörlerinden birinin mobil ödeme uygulaması olan mobil cüzdan özelinde yürütülmüştür. Mobil operatörün ilgili mobil cüzdan uygulamasını indiren kullanıcılar arasında tesadüfi örnekleme yoluyla seçilen kişiler üzerinde araştırma gerçekleştirilmiştir. Bilgisayar destekli telefon görüşmesi (CATI) yöntemiyle toplanan 667 cevaptan kullanılamayacak durumda olanlar elenerek 640 tanesi analize tabi tutulmuştur. Yüksek kişisel yenilikçilik ve düşük kişisel yenilikçiliğe sahip iki gruba ayrılan örneklem ve ilgili teorilerden türetilen model en küçük kareler yapısal eşitlik modellemesiyle analiz edilmiştir. İki grup için de algılanan faydanın mobil ödeme kullanma niyetine en fazla etkide bulunduğu görülmektedir. Ayrıca kullanım kolaylığının sağlanması ve güvenlik çekincelerini azaltabilecek iletişim faaliyetlerinin gerçekleştirilmesi kullanma niyetini iyileştirecektir. Kişisel yenilikçiliğe göre ayrılan iki grup içerisinde kullanma niyeti oluşumunun yapısal olarak birbirlerine oldukça benzer biçimde ortaya çıktığı görülmüştür. Diğer taraftan yüksek yenilikçiliğe sahip grubun düşük yenilikçiliğe sahip gruba göre mobil ödeme sistemi kullanma niyetinin ve niyete etki eden tüm algısal faktörlerin birbirlerinden anlamlı bir biçimde farklılaştığı görülmektedir.

Anahtar Kelimeler

mobil ödeme, mobil cüzdan, mobil uygulamalar, yenilikçilik, mobil ticaret, PLS-SEM

Mobile Payment Use Intentions and the Impact of Personal Innovativeness as a Moderator

Öz

This study aims to understand the factors contributing to intention to use mobile payment systems and to test the moderating role of personal innovation between use intention and its antecedents. The research was carried out focusing on one of major mobile network operators’ mobile wallet applications in Turkey. Computer aided telephone interview (CATI) was used to collect data from the subscribers by stratified random sampling. A total of 667 questionnaires were collected from users of the mobile wallet application, which was filtered down to 640 after an initial screening. The data were grouped into two using personal innovativeness factor scores to arrive at a group with high personal innovativeness and another with low innovativeness. The data were then analyzed using partial least squares structural equation modeling. The findings indicate that the most important factor for both groups in affecting use intentions is perceived usefulness. In addition, establishing ease of use and improving the perceived security of the system helps in improving use intentions. The path models that appear as a result of the analysis were very similar to each other among the two sample groups. On the other hand, the use intentions and all the related antecedents were significantly different between the groups.

Anahtar Kelimeler

mobile payment, mobile app, mobile wallet, mobile commerce, innovativeness, PLS-SEM

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