FACTORS INFLUENCING THE USAGE OF MOBILE SHOPPING APPLICATIONS AND THE IMPACT OF THESE FACTORS ON SATISFACTION AND INTENTION TO USE

Abstract

Purpose- The purpose of this study is to determine the impact of perceived risk, perceived enjoyment, perceived usefulness, perceived ease of use on satisfaction and intention to use in mobile shopping applications.

Methodology- For testing the proposed hypotheses, a survey instrument is designed to measure different constructs. Convenience sampling method was used in this study. Data collected from Erzurum in Turkey. After the validation and cleaning of data by removal missing entries, a total of 389 respondet data points is available for carrying out further analysis.

Findings- The multiple regression results show that satisfaction and intention to use are influenced by perceived usefulness, perceived ease of use and perceived enjoyment. Also, perceived risk have a significant effect on satisfaction whereas the effect of perceived risk is non-significant on intention to use.

Conclusion- The seven of eight hypotheses are accepted in our model. The results show that participants have hihger perceived risk when they use to mobile shopping applications.

Keywords

• Technology acceptance model,perceived risk,perceived enjoyment,satisfaction,mobile shopping applications

MOBİL ALIŞVERİŞ UYGULAMALARININ KULLANIMINI ETKİLEYEN FAKTÖRLER VE BU FAKTÖRLERİN MEMNUNİYET VE KULLANMA NİYETİ ÜZERİNDEKİ ETKİSİ

Abstract

Amaç- Araştırmanın amacı, tüketicilerin mobil alışveriş uygulamaları kullanımında algıladıkları risk, kullanışlılık, kullanım kolaylığı ve keyifin, memnuniyet ve kullanma niyeti üzerindeki etkisini belirlemektir.

Yöntem- Veri toplama metodu olarak anket yöntemi seçilmiştir. Anket çalışması kolayda örnekleme yöntemi kullanılarak yapılmıştır. Araştırmanın ana kütlesini Erzurum il sınırlarında yaşayan 18 yaş ve üzeri katılımcılar oluşturmaktadır. 412 kişiye uygulanan anketin hatalı ve eksik cevapları elendikten sonra 389 adet anket formu değerlendirmeye tabi tutulmuştur.

Bulgular- Yapılan çoklu regresyon analizi sonucunda, algılanan kullanışlılık, algılanan kullanım kolaylığı ve algılanan keyif kullanma niyeti ve memnuniyet üzerinde etkili olduğu görülmüştür. Ayrıca algılanan riskin memnuniyet üzerinde etkisi olmasına rağmen kullanma niyeti üzerinde etkisinin olmadığı sonucuna ulaşılmıştır.

Sonuç- Araştırma için belirlenen 8 hipotezden 7’si kabul 1’i red edilmiştir. Katılımcıların mobil alışveriş uygulamalarını kullanırken algıladıkları riskin yüksek olduğu tespit edilmiştir.

Keywords

• Teknoloji kabul modeli,algılanan risk,algılanan keyif,memnuniyet,mobil alışveriş uygulamaları

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