ONLİNE ALIŞVERİŞTE KRİPTO PARA KULLANIMI İLE İLGİLİ TÜKETİCİ GÖRÜŞLERİNİN ARAŞTIRILMASI

Öz

İnternet teknolojileri alanındaki gelişmeler, geleneksel alışveriş davranışlarını değiştirmiş ve tüketicileri elektronik ticaret sitelerinden online alışveriş yapmaya yöneltmiştir. Elektronik ticaret alanındaki gelişmeler de ödeme sistemlerini çeşitlendirmiş ve ödemelerde sanal para birimleri kullanılmaya başlanmıştır. Sanal para denilince son zamanlarda akla gelen ilk kavram kripto paralardır. Yatırım aracı olarak görülen kripto paralar küresel pazarda birçok marka tarafından ödeme yöntemi olarak kullanılmaya başlandı. Bu aşamada araştırmanın temeli, Türkiye'deki tüketicilerin online alışverişte kripto para kullanma niyetlerini ortaya çıkarmaktır. Teknoloji Kabul Modeli çerçevesinde gerçekleştirilen çalışmanın amacı, tüketicilerin kripto para birimlerinin kullanım kolaylığı, risk ve güven faktörlerine ilişkin algılarının, algılanan fayda ve kripto para birimlerini çevrimiçi ortamda kullanma niyetleri üzerindeki etkilerini keşfetmektir. Bu amaçla, çevrimiçi anket tekniği ile 391 müşteriden elde edilen verilerin analizine dayalı olarak, algılanan kullanım kolaylığı ve güvenin algılanan fayda üzerinde anlamlı bir pozitif etkiye sahip olduğu, algılanan riskin ise anlamlı bir olumsuz etkiye sahip olduğu belirlenmiştir. Algılanan kullanım kolaylığı, güven ve fayda da online alışverişte kripto para kullanma niyetini olumlu yönde etkilemektedir. Ayrıca algılanan risk faktörünün online alışverişte kripto para kullanma niyetini etkilemediği sonucuna da varılmıştır. Bulgular, kripto para ve elektronik ticaret alanlarına önemli teorik ve pratik katkılar sağlamaktadır.

Anahtar Kelimeler

• Kripto para birimi
• Online Alışveriş
• Tüketici
• İnternet
• TAM

RESEARCH ON CONSUMER OPINIONS ON THE USE OF CRYPTOCURRENCY IN ONLINE SHOPPING

Abstract

Developments in the field of internet technologies have changed traditional shopping behaviors and led consumers to shop online on electronic commerce sites. Developments in the field of electronic commerce have also diversified payment systems and virtual currencies have started to be used in payments. When it comes to virtual currencies, the first concept that comes to mind recently is cryptocurrencies. Cryptocurrencies, which are seen as investment instruments, have started to be used as payment methods by many brands in the global market. At this stage, the basis of the research is to reveal the intention of consumers in Turkey to use cryptocurrencies in online shopping. The goal of the study, which was conducted within the framework of the Technology Acceptance Model, was to discover the implications of consumers' perceptions of cryptocurrencies' ease of use, risk, and trust factors on their perceived benefit and intention to use cryptocurrencies in online purchasing. For this aim, it was discovered that perceived ease of use and trust have a significant positive effect on perceived benefit, while perceived risk has a significant negative effect, based on the analysis of data obtained from 391 customers via the online survey technique. In addition, perceived ease of use, trust and benefit also positively affect the intention to use cryptocurrency in online shopping. It is concluded that the perceived risk factor does not affect the intention to use cryptocurrency in online shopping. The findings provide significant theoretical and practical contributions to the fields of cryptocurrency and electronic commerce.

Keywords

• Cryptocurrency
• Online Shopping
• Consumer
• Internet
• TAM

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