The Mediator Role Of Sustainable Consumption Behavior In The Effect Of Technology Acceptance And Usage Expectations On Electric Car Purchase Intention

Öz

As digitalization and networking develop, smart technologies have become advanced elements of automotive technology and high-tech cars are now available to consumers. The main purpose of this research is to understand consumers’ technology acceptance and usage expectations in their intention to purchase new and technological electric cars and to investigate the mediator effect of sustainable consumption behavior on these structures. For this purpose, the Sustainable Consumption Behavior scale was used with the preferentially selected structures of The Unified Theory of Acceptance and Use of Technology2 (UTAUT2) which was expanded with new elements from the Technology Acceptance Models. The research surveys were conducted online, and data were collected from a total of 328 participants. Each variable was considered as a separate scale, and their validity and reliability were examined separately. Descriptive statistics, explanatory and confirmatory factor analysis, reliability analysis, correlation analysis, structural equation model analysis and process macro analysis were applied to the data. According to the findings of the research, significant and important effects of performance expectancy, effort expectancy, price value and environmental concern on consumers’ intention to use/purchase electric cars were found. It has been determined that the mediating role of sustainable consumption behavior, with quality of life, care for the natural environment and care for the future generations dimensions, on the determinants of consumers’ intention to use electric cars varies according to each dimension.

Anahtar Kelimeler

• Technology acceptance model
• technology acceptance and the unified theory of acceptance and use of technology2 (UTAUT2)
• purchase intention
• electric cars
• sustainable consumption behavior

Teknoloji Kabul ve Kullanım Beklentilerinin Elektrikli Araba Satın Alma Niyetine Etkisinde Sürdürülebilir Tüketim Davranışının Aracılık Rolü

Öz

Dijitalleşme ve ağ oluşturma geliştikçe, akıllı teknolojiler otomotiv teknolojisinin ileri unsurları haline gelmiş ve artık yüksek teknolojili arabalar, tüketicilerin kullanımına sunulmaya başlanmıştır. Bu araştırmanın temel amacı; tüketicilerin yeni ve teknolojik elektrikli araba satın alma niyetlerinde teknoloji kabul ve kullanım beklentilerini anlamak ve bu yapıların üzerinde sürdürülebilir tüketim davranışı anlayışının aracılık etkisini araştırmaktır. Bunun için, Teknoloji Kabul Modellerinden yeni yapılarla genişletilmiş Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli2 (TKKBM2) tercihli seçilmiş yapılar ile Sürdürülebilir Tüketim Davranışı ölçeği kullanılmıştır. Araştırma anketleri çevrimiçi gerçekleştirilmiş, veriler toplamda 328 katılımcıdan toplanmıştır. Her bir değişken ayrı birer ölçek olarak kabul edilerek ayrı ayrı geçerlilik ve güvenirlilikleri incelenmiştir. Verilere tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizleri, güvenilirlik analizi, korelasyon analizi, yapısal eşitlik modeli analizi ve process makro analizi uygulanmıştır. Araştırmanın bulgularına göre; tüketicilerin elektrikli araba kullanım/satın alma davranış niyetleri üzerinde performans beklentisi, çaba beklentisi, fiyat değeri ve çevre kaygısının anlamlı ve önemli etkileri bulunmuştur. Sürdürülebilir tüketim davranışının, yaşam kalitesi, doğal çevre ve gelecek nesillerin refahı boyutlarının, tüketicilerin elektrikli araba kullanım davranış niyetinin belirleyicileri üzerindeki etkisinde aracılık rolünün her bir boyuta göre değişkenlik gösterdiği tespit edilmiştir.

Anahtar Kelimeler

• Teknoloji kabul modeli
• teknoloji kabul ve kullanım birleştirilmiş modeli2
• satın alma niyeti
• elektrikli arabalar
• sürdürülebilir tüketim davranışı

Kaynakça

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