FİNANSAL ROBO-DANIŞMANLARIN BENİMSENME NİYETİ ÜZERİNDE SOSYAL ETKİ VE GÜVENİN ARACILIK ETKİSİ

Yıl 2024, Cilt: 46 Sayı: 3, 668 - 691, 31.12.2024

Taner Öz , Arzu Özsözgün Çalışkan , Selim Aren , Hatice Nayman Hamamcı

https://doi.org/10.14780/muiibd.1525916

Öz

Bu çalışmanın temel amacı, algılanan fayda, algılanan kullanım kolaylığı ve kullanıma yönelik tutumun finansal robo-danışmanları benimseme niyeti üzerindeki etkisini sosyal etki ve güven aracılığıyla incelemektir. Bu kapsamda çalışmada iki farklı model geliştirilmiştir. Türkiye’de gerçekleştirilen araştırmada veriler çevrim içi anket yöntemiyle toplanmıştır. Araştırmanın örneklem yöntemi olarak kolayda örnekleme seçilmiştir. Araştırma bulguları SPSS 25 ve AMOS 21 programları kullanılarak analiz edilmiştir. Çalışmanın verilerinin analiz edilmesinde, tanımlayıcı istatistik analizleri, korelasyon analizi, tek yönlü ANOVA, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi kullanılmıştır. Sonuçlar, doğrudan etkiler söz konusu olduğunda algılanan fayda, algılanan kullanım kolaylığı ve kullanıma yönelik tutumun hem sosyal etkiyle hem de güvenle anlamlı sonuçlar verdiğini ve bunların da finansal robo-danışmanları benimseme niyeti üzerinde doğrudan etkisinin olduğunu göstermiştir. Dolaylı etkiler söz konusu olduğunda ise algılanan faydanın güven aracılığıyla benimseme niyeti üzerindeki etkisinin anlamsız olduğu ancak kalan tüm hipotezlerin anlamlı olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Finansal İnovasyon, Fintek, Robo-Danışmanlar, Yatırım Danışmanlığı, Portföy Yönetimi

Kaynakça

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