THE EFFECTS OF NETWORK EXTERNALITIES ON INDIVIDUALS' USAGE INTENTION IN MOBILE INSTANT MESSAGING APPLICATIONS

Öz

In this study, it is aimed to examine the factors affecting the usage intentions of individuals who use mobile instant messaging applications in Turkey. Questionnaire technique is used to examine the relationships between the variables covering the research model. Data obtained from 401 participants were analyzed using AMOS 24 and SPSS 26 program. The results of the structural equation modeling analysis indicate that perceived network size in mobile instant messaging applications has a positive effect on perceived enjoyment and connectedness, whereas it does not have a significant effect on user satisfaction. In addition, perceived complementarity is found to have significant and positive effects on perceived enjoyment, connectedness, and user satisfaction. The findings further reveal that perceived enjoyment and connectedness are positively associated with user satisfaction and intention to use. Finally, it is concluded that there is a positive and significant relationship between user satisfaction and intention to use. The results obtained are important in terms of contributing to the literature as well as pointing to new perspectives on the relations of network externalities and usage intentions in mobile instant messaging applications.

Anahtar Kelimeler

• Mobile Instant Messaging Applications
• Network Externalities
• Intention to Use

MOBİL ANLIK MESAJLAŞMA UYGULAMALARINDA AĞ DIŞSALLIKLARININ BİREYLERİN KULLANIM NİYETLERİ ÜZERİNDEKİ ETKİLERİ

Öz

Çalışmada Türkiye’de mobil anlık mesajlaşma uygulamalarını kullanan bireylerin kullanım niyetlerini etkileyen faktörlerin incelenmesi amaçlanmaktadır. Araştırma modelini kapsayan değişkenler arasındaki ilişkileri incelemek için anket tekniği kullanılmıştır. 401 adet katılımcıdan elde edilen veriler AMOS 24 ve SPSS 26 programları kullanılarak analiz edilmiştir. Yapısal eşitlik modeli analizi sonucunda mobil anlık mesajlaşma uygulamalarında algılanan ağ boyutunun algılanan keyif ve sosyal bağlılık üzerinde pozitif yönde etkili olduğu, ancak kullanıcı tatmini üzerinde anlamlı bir etkisinin bulunmadığı saptanmıştır. Ayrıca algılanan tamamlayıcılığın algılanan keyif, sosyal bağlılık ve kullanıcı tatmini üzerinde anlamlı ve pozitif etkilere sahip olduğu görülmüştür. Algılanan keyif ve sosyal bağlılığın kullanıcı tatmini ve kullanım niyeti ile pozitif ilişkili olduğu bulgusuna ulaşılmıştır. Son olarak kullanıcı tatmini ile kullanım niyeti arasında pozitif yönlü ve anlamlı ilişkiler olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlar mobil anlık mesajlaşma uygulamalarında ağ dışsallıkları ve kullanım niyetleri ilişkileri bağlamında yeni kavramsal açılımlar ortaya koyma potansiyeli taşıması ve ilgili akademik literatüre bilgi temelli bir katkı sunması açısından çalışma kayda değer bir öneme sahiptir.

Anahtar Kelimeler

• Mobil Anlık Mesajlaşma Uygulamaları
• Ağ Dışsallıkları
• Kullanım Niyeti

Kaynakça

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