Planlı Davranış Teorisi Çerçevesinde Kargo Otomat (Kargomat) Sisteminin İncelenmesi: Elektronik Son Adım Teslimat Süreçlerinin E-Ticaret Platformları Özelinde Araştırılması

Yıl 2022, Cilt: 7 Sayı: 2, 303 - 320, 16.01.2023

Yavuz Toraman

https://doi.org/10.26650/JTL.2022.1006593

Öz

Dijitalleşmenin insan hayatına çok farklı noktalarda temas etmesiyle yeniliklerin tüketiciler tarafından algılanması uzmanlar tarafından süreç içerisinde merak konusu olmuştur. Bu bağlamda tüketicilerin yeni teknolojileri kabulünü etkileyen faktörlerin incelenmesi araştırmanın temel problemini oluşturmaktadır. Çalışmada araştırmanın amacına uygun ve literatürde de sıkça değinilen Planlı Davranış Teorisi (PDT) kullanılmıştır. PDT modelinde birden çok ilişki söz konusu olduğundan çalışmada literatüre uygun olarak yapısal eşitlik modellemesi kullanılmıştır. Ayrıca yapısal eşitlik modellemelerinde sıkça kullanılan Smart PLS 3 programı kullanılmıştır. Çalışma verilerinin güvenilirlik ve geçerlilik analizleri sonuçları kabul edilen değerler aralıklarda bulunmasıyla Smart PLS 3 programı yol analizi yapılmıştır. Çalışmaya ait H4 hipotezi reddedilirken diğerleri kabul edilmiştir. H8 hipotezinde ise negatif diğerlerinde ise pozitif bir etki tespit edilmiştir. Çalışmaya dahil edilen ek sorularda katılımcıların %30’undan azı kargomat teknolojisini kullanmadığından dolayı Algılanan Davranışsal Kontrol (ADK) değişkeni sağlıklı bir şekilde veri sağlayamamıştır. Yeterli sayıda aktif kargomat kullanıcısına ulaşılamadığı ve R² değeri 0.122 olarak elde edildiği için araştırmada davranıştan ziyade kullanıcı niyetinin açıklanmasına odaklanılmıştır. ADK’nın niyeti dolaylı olarak hem niyeti hem de davranışı etkilemesi literatüre paralel bir sonuç elde edildiğini göstermektedir. Fakat teknoloji kullanımının tabana yayılımının hızlanmasıyla birlikte kargomatlar fiziksel olarak geniş bir alana yayılmasıyla kargomat teknolojisi son adım teslimatındaki kullanım oranı artacaktır. Kargomatlar son adım teslimatı sürecinde elektronik son adım teslimatı adıyla alt başlık açabileceği öngörülmektedir.

Anahtar Kelimeler

Planlı Davranış Teorisi, Lojistik, Tüketici Davranışı, Son Adım Teslimat, E-Ticaret

Investigating Smart Parcel Locker System s in the Framework of Planned Behavior Theory: A Study of Electronic Last Mile Delivery Processes on E-Commerce Platforms

Öz

As digitalization touches human life at many different points, consumers’ perceptions toward innovations have been a matter of curiosity for experts. In this context, examining the factors affecting consumer acceptance of new technologies constitute the main problem of the research. The study uses planned behavior theory (PBT), which is suitable for the purpose of the research and has been frequently mentioned in the literature. The study also uses structural equation modeling due to the presence of more than one relationship in the PBT model. The study uses the program SmartPLS 3, which has also been frequently used for structural equation modeling in the literature. The results from the reliability and validity analyses of the study data were found to be within accepted values, and thus the SmartPLS 3 path analysis was conducted. The study accepted all its hypotheses except for the H4. Perceived behavioral control (PBC) variable could not provide reliable data regarding the additional questions included in the study because less than 30% of the participants used locker technology. Because a sufficient number of smart parcel locker users could not be reached and the obtained R² value was 0.122, the research focused on explaining user intent rather than behavior. The fact that PBC affects both intention and behavior indirectly reveal a result to have been obtained that is parallel to the literature. However, with the accelerated use of technology and the spread of parcel lockers to a wider area, the rate of smart parcel locker technology usage in last mile delivery will increase. By benefitting from technology, this study predicts that the last mile delivery process with parcel lockers will be called electronic last mile delivery. 

Anahtar Kelimeler

Theory of Planned Behavior, Logistics, Consumer Behavior, Last Mile Delivery, E-Commerce, Planlı Davranış Teorisi, Lojistik, Tüketici Davranışı, Son Adım Teslimat, E-Ticaret

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