An Investigation of the Differences of Intention and Perceptions Toward Mobile Payment Usage in Terms of Socio-Demographic Characteristics

Öz

The aim of this study is to determine how users’ intention regarding the use of technology, and how their perceptions toward technology, differ according to socio-demographics characteristics. In this respect, another aim of this study is to try to explain what might be taken into consideration in order to expand the use of mobile payment systems. The essential motivation of this study is that the number of studies in the marketing field on mobile payment systems using QR code, which has become common in Turkey, is limited. In this study, a sample of 485 participants was included using an online survey method. Validity and reliability analyses were conducted for intention and perceptions in the mobile payment scale. Independent sample t test and one-way ANOVA were applied to determine how the dimensions of the mobile payment scale, which is composed of intention to use and perceptions obtained from exploratory factor analyses, differ according to socio-demographic characteristics. As a result of these analyses, it was found that the intention to use of mobile payments, perceived usefulness, perceived ease of use, perceived trust, perceived compatibility and perceived security variables showed significant differences according to socio-demographic characteristics. It was determined that participants differ in terms of intention to use and all the perceptions toward mobile payment addressed in this research regardless of whether they had made mobile payments before or not. Accordingly, specifying the differences in perceptions and intention to use of mobile payments according to socio-demographic factors, this study provides valuable data for practitioners in terms of managing marketing activities and strategies for various user segments in order to ensure that mobile payment systems using QR code become widespread in Turkey.

Anahtar Kelimeler

• Technology Acceptance Model,Technology Adoption,Mobile Payment Scale,Online Consumer Behavior

Mobil Ödeme Kullanımına Yönelik Niyet ve Algıların SosyoDemografik Özelliklere Göre Farklılıklarının İncelenmesi*

Öz

Araştırmanın temel amacı, bireylerin QR kodlu mobil ödeme sistemlerinin kullanımına yönelik niyet ve algılarının sosyo-demografik özelliklere göre nasıl farklılaştığının belirlenmesidir. Bu doğrultuda, mobil ödeme sistemlerinin kullanımının yaygınlaşması için hangi hususlara dikkat edilmesi gerektiğini açıklamaya çalışmak bu çalışmanın bir diğer amacını oluşturmaktadır. Türkiye’de yaygınlaşmaya başlayan QR kodlu mobil ödeme sistemlerine yönelik pazarlama alanında yapılmış çalışmaların azlığı dikkat çekmekte ve bu durum araştırmanın temel motivasyonunu oluşturmaktadır. Araştırmada, çevrimiçi anket yöntemiyle 485 katılımcıdan oluşan bir örneklemden veri elde edilmiştir. Kullanılan mobil ödeme ölçeğinde yer alan niyet ve algılara yönelik geçerlilik ve güvenilirlik analizleri yapılmıştır. Keşfedici faktör analizleri sonucunda elde edilen kullanma niyeti ve algılardan oluşan mobil ödeme ölçeği boyutlarının sosyo-demografik özelliklere göre nasıl bir farklılaşma gösterdiğini belirlemek amacıyla bağımsız örneklem t testi ve tek yönlü ANOVA uygulanmıştır. Analizler sonucunda, kullanma niyeti, algılanan fayda, algılanan kullanım kolaylığı, algılanan güven, algılanan uyumluluk ve algılanan güvenlik değişkenlerinin, sosyo-demografik özelliklere göre önemli farklılıklar gösterdiği belirlenmiştir. Katılımcıların daha önceden mobil ödeme kullanmış veya kullanmamış olmalarının, kullanma niyeti ve mobil ödemeye yönelik algıları açısından farklılıklara neden olduğu tespit edilmiştir. Bu doğrultuda, bireylerin mobil ödemelere yönelik kullanma niyeti ve algılarının, sosyo-demografik faktörlere göre farklılıklarının belirlenmiş olması, uygulayıcılar için QR kodlu mobil ödeme sistemlerinin yaygınlaştırılmasının sağlanması adına çeşitli kullanıcı segmentlerine ilişkin pazarlama faaliyetlerini ve stratejilerini yönetmeleri açısından önemli veriler içermektedir.

Anahtar Kelimeler

• Teknoloji Kabul Modeli,Teknoloji Kabulü,Mobil Ödeme,Mobil Ödeme Ölçeği,Online Tüketici Davranışı

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