Müşterilerin Mobil Alışveriş Davranışının Utaut2 Modeli ile İncelenmesi

Yıl 2020, Cilt: 11 Sayı: 3, 870 - 887, 25.10.2020

Esma Durukal

Öz

Bu çalışmanın amacı mobil alışveriş yapan kullanıcıların kullanım niyeti ve davranışının incelenmesidir. Bireylerin mobil alışverişi benimsemelerini etkileyen faktörleri araştırmak için Genişletilmiş bütünleşik teknoloji kullanımı ve davranışı modeli (UTAUT2) modeli kullanılmıştır. Müşterilerin yeni alışveriş kanallarından biri olan mobil alışveriş yeteneklerine ilişkin algılarını anlamalarına dayanarak işletmelere mobil alışveriş hizmetlerini tasarlamadaki öncülleri sunulacaktır. Araştırma bir anket tasarımı içermekte ve 301 örnekten anket soru formu aracılığıyla veriler toplanmıştır. LISREL programı, veri analizi için kullanılmıştır. Müşterilerin mobil alışveriş hizmetlerini benimsemede en etkili faktörün performans beklentisi, en az etkili faktörün ise sosyal etki olduğu ve algılanan risk faktörünün anlamsız bir etkiye sahip olduğu sonucu ortaya çıkmıştır.

Anahtar Kelimeler

Mobil Alışveriş, Mobil CRM, UTAUT2 Modeli.

Investigation of Customers Mobile Shopping Behavior with Utaut2 Model

Öz

The purpose of this study is to examine the intent and behavior of the users who use mobile shopping. The Extended Integrated Technology Usage and Behavior Model (UTAUT2) model was used to investigate the factors that affect individuals' adoption of mobile shopping. Based on customers' understanding of their perceptions of mobile shopping capabilities, one of their new shopping channels, businesses will be presented with their premises in designing mobile shopping services. The research includes a questionnaire design and data were collected from a questionnaire form from 301 samples. LISREL program was used for data analysis. The performance expectation of the most effective factor in adopting customers' mobile shopping services is the result that the least effective factor is social impact and the perceived risk factor has a meaningless effect.

Anahtar Kelimeler

Mobile Shopping, Mobile CRM, UTAUT2 Modeling

Kaynakça

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