Araştırma Makalesi
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GÜVEN KAYNAKLARININ MOBİL ALIŞVERİŞE YÖNELİK TUTUM VE DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Yıl 2021, Cilt: 17 Sayı: 1, 278 - 296, 31.03.2021
https://doi.org/10.17130/ijmeb.902228

Öz

Mobil alışveriş, son zamanlarda oldukça popüler hale gelmiştir. Bunun temel sebeplerinden biri
akıllı telefon kullanımına paralel olarak mobil uygulamaların sayısının da artması olarak gösterilebilir.
Ancak, yine de tüketiciler mobil alışverişe yönelik güven sorunu yaşamaktadır. Bu çalışmanın amacı, güven
öncüllerinin mobil alışverişe yönelik tutumlar üzerindeki etkisini, mobil alışverişe yönelik tutumların
da mobil alışverişe yönelik davranışsal niyet üzerindeki etkisini araştırmaktır. Araştırmada değişkenler
arasındaki ilişkilere odaklandığından açıklayıcı bir araştırma türündedir. Kolayda örnekleme yöntemiyle
20 Eylül- 30 Kasım 2019 tarihleri arasında çevrimiçi ortamda anket uygulanarak veri toplanmıştır.
Önerilen teorik modelin yapısal geçerliliği yapısal eşitlik modellemesi tekniği kullanılarak AMOS paket
programı ile test edilmiştir. Elde edilen bulgulara göre, güven kaynaklarından olan firmayla yaşanmış
geçmiş deneyimler, sosyal etki ve kurumsal düzenlemeler mobil alışverişe yönelik tutum üzerinde etkili
iken; medyada var olmanın ise mobil alışverişe yönelik tutum üzerinde etkisine rastlanamamıştır.
Tüketicilerin mobil alışverişe yönelik tutumları ise mobil alışverişe yönelik davranışsal niyetleri üzerinde
etkilidir.

Kaynakça

  • Alan, A. K., Kabadayı, E. T. & Topaloğlu, A. K. (2018). Tüketicileri mobil alışverişe yönlendiren faktörlerin incelenmesi. Doğuş Üniversitesi Dergisi, 19(2), 75-94.
  • Bayram, N. (2010). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. İstanbul: Ezgi Kitabevi. Compeau, D. R. & Higgins, C. A. (1995). Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2): 189-211.
  • Çelik, H. & Kocaman, R. (2017). Roles of self-monitoring, fashion involvement and technology readiness in an individual’s propensity to use mobile shopping. Journal of Systems and Information Technology, 19(3/4), 166-182.
  • Davis, F.D. (1986). A technology acceptance model for empirically testing New End-User Information Systems: Theory and results. Sloan School of Management, Massachusetts Institute of Technology.
  • Davis, F. D., Bagozzi, R. & Warshaw, P. R. (1989). User acceptance of user technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Dommeyer, C. J. & Gross, B. L. (2003). What consumers know and what they do: An investigation of consumer knowledge, awareness, and use of privacy protection strategies. Journal of Interactive Marketing, 17(2), 34-51.
  • Fan, Y., Saliba, A., Kendall, E. A. & Newmarch, J. (2005). Speech interface: An enhancer to the acceptance of m-commerce applications. International Conference on IEEE, 445-451.
  • Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An Introduction to theory and research. Addison-Wesley, Reading, MA.
  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. J Mark Res, 18(1), 39–50.
  • Foxall, G. R. (2003). The behaviour analysis of consumer choice: an introduction to the special issue. Journal of Economic Psychology, 24(5), 581-88.
  • Gefen, D., Straub, D.W. & Boudreau, M.C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(7), 1–70.
  • Gefen D., Karahanna E. & Straub D. W., (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
  • Grazioli, S. & Jarvenpaa, S. L. (2000). Perils of internet fraud: An emprical investigation of deception and trust with experienced internet consumers. IEEE Transactions of Systems, Man and Cybernetics- Part A: Systems and Human, 39(4), 395-410.
  • Groß, M. (2016). Impediments to mobile shopping continued usage intention: A trust-risk-relationship. Journal of Retailing and Consumer Services, 33, 109-119.
  • Groß, M. (2018). Heterogeneity in consumers mobile shopping acceptance: A finite ixture partial least squares modelling approach for exploring and characterising different shopper segments. Journal of Retailing and Consumer Services, 40, 8-18.
  • Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2014). Multivariate data analysis. Seventh Edition, Edinburg: Pearson Education Limited.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2 nd Edition, CA: Sage: Thousand Oaks. http://blog.ticimax.com/2019un-4-e-ticaret-trendi/, Erişim Tarihi: 01.10.2019.
  • https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6698.pdf, Erişim Tarihi: 04.10,2019.
  • https://oplog.com.tr/2019-e-ticaret-istatistikleri/, Erişim Tarihi: 01.10.2019.
  • https://pazarlamasyon.com/rakamlarla-mobil-ticaretin-yukselisi/, Erişim Tarihi: 01.10.2019.
  • https://www.ahaber.com.tr/teknoloji/2019/03/25/e-ticaret-raporu-yayinlandi-en-cok-siparis-mobilcihazlardan- veriliyor, Erişim Tarihi: 30.09.2019.
  • Jayawardhena, C., Kuckertz, A., Karjaluoto, H. & Kautonen, T. (2009). Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing, 43(¾), 473-499.
  • Kautonen, T. & Kohtamaki, M. (2006). Endogenous and exogenous determinants of trust in inter-firm relations: A conceptual analysis based on institutional economics. Finnish Journal of Business Economics, 55(3), 59-82.
  • Kautonen, T., Heikki, K., Chanaka J. & Andreas, K. (2007). Permission based mobile marketing and sources of trust in selected European markets. Journal of Systems and Information Technology, 9 (2), 104-123.
  • Klein, R. B. (1998). Principles and practice of structional equation modelling. The Guildford Press. Ko, E., Kim, E. Y. & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687.
  • Kuo, Y. F. & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value- added services. Computers in Human Behavior, 25, 103-110.
  • Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165-180.
  • Li, N. & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74.
  • Li, F. & Miniard, P. W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 35(4), 101-112.
  • Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.
  • Marangoz, M. (2014). İnternette Pazarlama. İstanbul: Beta Yayıncılık.
  • Mukherjee, A. & Nath, P. (2003). A modal of trust in online relationship banking. International Journal of Bank Marketing. 21(1), 5-15.
  • Pantano, E. & Priporas, C. V. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61(1), 548–555.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
  • Schiffman, L. G. & Kanuk, L. L. (2004). Consumer behavior. International Edition, New Jersey: Pearson Prentice Hill.
  • Suh, B. & Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research and Applications, 1(3-4), 247-263.
  • Suh, B. & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135-161.
  • Sütütemiz, N. (2005). Müşteri sadakati belirleyicileri ve modellerinin karşılaştırılması: Bankacılık ve sağlık sektöründe bir araştırma ( Doktora Tezi). Sakarya Üniversitesi.
  • Sztompka, P. (1999). Trust: A sociological theory. Cambridge: Cambridge University Press.
  • Tabachnick, B.G. & Fidell, L.S. (2001). Using multivariate statistics. 4th Edition, Boston: Allyn & Bacon. Venkatesh, V., Thong, J. Y. & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
  • Welter, F. & Kautonen, T. (2005). Trust, social networks and enterprise development: Exploring evidence from east and west Germany. International Entrepreneurship & Management Journal, 1(3), 367- 379.
  • Ye, C. (2013). Toward an integrated understanding of online trust (PhD Thesis). Florida State University.
  • Yamagishi, T. & Yamagishi, M. (1994). Trust and commitment in the United States and Japan. Motivation and Emotion, 8(2), 129-166.
  • Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: Implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270.
  • Yang, K. & Forney, J. C. (2013). The moderating role of consumer technology anxiety in mobile shopping adoption: Differential effects of facilitating conditions and social influences. Journal of Electronic Commerce Research, 14(4), 334- 347.
  • Zhou, T. (2013). An empirical examination of the determinants of mobile purchase. Personal and Ubiquitous Computing, 17(1), 187–195.
  • Zucker, L.G. (1986). Production of trust: institutional sources of economic structure. Research in Organizational Behaviour, 8, 53-111.
Yıl 2021, Cilt: 17 Sayı: 1, 278 - 296, 31.03.2021
https://doi.org/10.17130/ijmeb.902228

Öz

Kaynakça

  • Alan, A. K., Kabadayı, E. T. & Topaloğlu, A. K. (2018). Tüketicileri mobil alışverişe yönlendiren faktörlerin incelenmesi. Doğuş Üniversitesi Dergisi, 19(2), 75-94.
  • Bayram, N. (2010). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. İstanbul: Ezgi Kitabevi. Compeau, D. R. & Higgins, C. A. (1995). Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2): 189-211.
  • Çelik, H. & Kocaman, R. (2017). Roles of self-monitoring, fashion involvement and technology readiness in an individual’s propensity to use mobile shopping. Journal of Systems and Information Technology, 19(3/4), 166-182.
  • Davis, F.D. (1986). A technology acceptance model for empirically testing New End-User Information Systems: Theory and results. Sloan School of Management, Massachusetts Institute of Technology.
  • Davis, F. D., Bagozzi, R. & Warshaw, P. R. (1989). User acceptance of user technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Dommeyer, C. J. & Gross, B. L. (2003). What consumers know and what they do: An investigation of consumer knowledge, awareness, and use of privacy protection strategies. Journal of Interactive Marketing, 17(2), 34-51.
  • Fan, Y., Saliba, A., Kendall, E. A. & Newmarch, J. (2005). Speech interface: An enhancer to the acceptance of m-commerce applications. International Conference on IEEE, 445-451.
  • Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An Introduction to theory and research. Addison-Wesley, Reading, MA.
  • Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. J Mark Res, 18(1), 39–50.
  • Foxall, G. R. (2003). The behaviour analysis of consumer choice: an introduction to the special issue. Journal of Economic Psychology, 24(5), 581-88.
  • Gefen, D., Straub, D.W. & Boudreau, M.C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(7), 1–70.
  • Gefen D., Karahanna E. & Straub D. W., (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
  • Grazioli, S. & Jarvenpaa, S. L. (2000). Perils of internet fraud: An emprical investigation of deception and trust with experienced internet consumers. IEEE Transactions of Systems, Man and Cybernetics- Part A: Systems and Human, 39(4), 395-410.
  • Groß, M. (2016). Impediments to mobile shopping continued usage intention: A trust-risk-relationship. Journal of Retailing and Consumer Services, 33, 109-119.
  • Groß, M. (2018). Heterogeneity in consumers mobile shopping acceptance: A finite ixture partial least squares modelling approach for exploring and characterising different shopper segments. Journal of Retailing and Consumer Services, 40, 8-18.
  • Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2014). Multivariate data analysis. Seventh Edition, Edinburg: Pearson Education Limited.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2 nd Edition, CA: Sage: Thousand Oaks. http://blog.ticimax.com/2019un-4-e-ticaret-trendi/, Erişim Tarihi: 01.10.2019.
  • https://www.mevzuat.gov.tr/MevzuatMetin/1.5.6698.pdf, Erişim Tarihi: 04.10,2019.
  • https://oplog.com.tr/2019-e-ticaret-istatistikleri/, Erişim Tarihi: 01.10.2019.
  • https://pazarlamasyon.com/rakamlarla-mobil-ticaretin-yukselisi/, Erişim Tarihi: 01.10.2019.
  • https://www.ahaber.com.tr/teknoloji/2019/03/25/e-ticaret-raporu-yayinlandi-en-cok-siparis-mobilcihazlardan- veriliyor, Erişim Tarihi: 30.09.2019.
  • Jayawardhena, C., Kuckertz, A., Karjaluoto, H. & Kautonen, T. (2009). Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing, 43(¾), 473-499.
  • Kautonen, T. & Kohtamaki, M. (2006). Endogenous and exogenous determinants of trust in inter-firm relations: A conceptual analysis based on institutional economics. Finnish Journal of Business Economics, 55(3), 59-82.
  • Kautonen, T., Heikki, K., Chanaka J. & Andreas, K. (2007). Permission based mobile marketing and sources of trust in selected European markets. Journal of Systems and Information Technology, 9 (2), 104-123.
  • Klein, R. B. (1998). Principles and practice of structional equation modelling. The Guildford Press. Ko, E., Kim, E. Y. & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687.
  • Kuo, Y. F. & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value- added services. Computers in Human Behavior, 25, 103-110.
  • Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165-180.
  • Li, N. & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74.
  • Li, F. & Miniard, P. W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 35(4), 101-112.
  • Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.
  • Marangoz, M. (2014). İnternette Pazarlama. İstanbul: Beta Yayıncılık.
  • Mukherjee, A. & Nath, P. (2003). A modal of trust in online relationship banking. International Journal of Bank Marketing. 21(1), 5-15.
  • Pantano, E. & Priporas, C. V. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61(1), 548–555.
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
  • Schiffman, L. G. & Kanuk, L. L. (2004). Consumer behavior. International Edition, New Jersey: Pearson Prentice Hill.
  • Suh, B. & Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research and Applications, 1(3-4), 247-263.
  • Suh, B. & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135-161.
  • Sütütemiz, N. (2005). Müşteri sadakati belirleyicileri ve modellerinin karşılaştırılması: Bankacılık ve sağlık sektöründe bir araştırma ( Doktora Tezi). Sakarya Üniversitesi.
  • Sztompka, P. (1999). Trust: A sociological theory. Cambridge: Cambridge University Press.
  • Tabachnick, B.G. & Fidell, L.S. (2001). Using multivariate statistics. 4th Edition, Boston: Allyn & Bacon. Venkatesh, V., Thong, J. Y. & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
  • Welter, F. & Kautonen, T. (2005). Trust, social networks and enterprise development: Exploring evidence from east and west Germany. International Entrepreneurship & Management Journal, 1(3), 367- 379.
  • Ye, C. (2013). Toward an integrated understanding of online trust (PhD Thesis). Florida State University.
  • Yamagishi, T. & Yamagishi, M. (1994). Trust and commitment in the United States and Japan. Motivation and Emotion, 8(2), 129-166.
  • Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: Implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270.
  • Yang, K. & Forney, J. C. (2013). The moderating role of consumer technology anxiety in mobile shopping adoption: Differential effects of facilitating conditions and social influences. Journal of Electronic Commerce Research, 14(4), 334- 347.
  • Zhou, T. (2013). An empirical examination of the determinants of mobile purchase. Personal and Ubiquitous Computing, 17(1), 187–195.
  • Zucker, L.G. (1986). Production of trust: institutional sources of economic structure. Research in Organizational Behaviour, 8, 53-111.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Buket Bora Semiz 0000-0002-5440-8496

Yayımlanma Tarihi 31 Mart 2021
Gönderilme Tarihi 24 Ocak 2020
Kabul Tarihi 23 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 17 Sayı: 1

Kaynak Göster

APA Bora Semiz, B. (2021). GÜVEN KAYNAKLARININ MOBİL ALIŞVERİŞE YÖNELİK TUTUM VE DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 17(1), 278-296. https://doi.org/10.17130/ijmeb.902228