Bireylerin Elektronik Para Tutumlarının Teknoloji Kabul Modeli Çerçevesinde İncelenmesi

Yıl 2022, Cilt: 9 Sayı: 2, 475 - 494, 29.07.2022

Ayşen Bakkaloğlu , Yavuz Toraman

https://doi.org/10.26650/JEPR1099057

Öz

Gelişen teknoloji, hayatın her alanında olduğu gibi ekonomik
faaliyetlerde de kendini göstermektedir. Zamanın artan marjinal
maliyeti, birçok konuda olduğu gibi ekonomik faaliyetlerin de hızlı bir
şekilde tamamlanmasını gerekli kılmaktadır. Tüketicilerin günümüzde
iktisadi faaliyetler sırasında sergiledikleri davranışlarının anlaşılmasında
elektronik para konusundaki tutumlarının da anlaşılması büyük önem
arz etmektedir. Çalışmamızda, Türkiye’de elektronik para uygulamalarının
bireyler nezdindeki durumunun, elektronik parayla ilgili tutumlarının ve
bireylerin elektronik para kullanımına ilişkin yaklaşımlarının Teknoloji
Kabul Modeli (TKM) çerçevesinde incelenmesi amaçlanmıştır. Çalışmanın
örneklemi İstanbul’da yaşayan yüksek lisans ve üstü eğitim düzeyine
sahip, e-para konusunda bilgili ve finans sektöründe faaliyet gösteren
şirketlerde çalışan 165 bireydir. Çalışma korelasyon analizi, yol analizi,
hipotez testleri ve R² analizleri uygulanarak, kurulan hipotezlerin
desteklendiği görülmüştür. Çalışma sonucunda elde edilen bulgularda
TKM çerçevesinde e-para uygulamalarına ilişkin algılanan kullanım
kolaylığının, bireylerin elde edecekleri fayda algılarını ve kullanma
niyetlerini pozitif bir şekilde etkilediği tespit edilmiştir. Bireylerin
kullanma niyetlerini etkileyen bir diğer faktör algıladıkları fayda olarak
belirlenmiştir.

Anahtar Kelimeler

Elektronik para, e-ticaret, planlı davranış teorisi, teknoloji kabul modeli, tüketici davranışı

Destekleyen Kurum

Nişantaşı Üniversitesi

Examining Individuals’ Attitudes Toward Electronic Money in the Framework of the Technology Acceptance Model

Öz

Technological developments manifest themselves in economic activities
as well as in all areas of life. The ever-increasing marginal cost of time
necessitates the rapid completion of economic activities, as with many
other issues. Understanding consumers’ attitudes toward e-money is
greatly important for being able to understand the behaviors exhibited during today’s economic activities because almost every area of life has become digital now, and many transactions
have started being carried out by methods other than physical money. This study aims to examine the status of
e-money applications in Turkey, individuals’ attitudes toward e-money there, and their approaches to using it within
the framework of the technology acceptance model (TAM). Within the framework of the research, a survey study has
been carried out with the participation of 165 people residing in Istanbul who have a master’s degree education level or
higher, who are knowledgeable about e-money, and who work in companies operating in the finance sector. The data
obtained from the surveys revealed results by respectively completing reliability and validity analyses and by applying
correlation and path analyses, forming hypotheses, and conducting R² analyses. The study results have determined
the perceived ease-of-use regarding e-money applications, especially within the framework of TAM, to positively affect
individuals’ perceptions regarding its benefits and their intentions to use it. Perceived benefit is also another factor that
was found to affect individuals’ intentions to use e-money.

Anahtar Kelimeler

Electronic money, e-money, consumer behavior, planned behavior theory, technology acceptance model

Kaynakça

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