YENİLİĞİ ERKEN VE GEÇ BENİMSEYENLER İLE BENİMSEMEYENLERİN DEMOGRAFİK ÖZELLİKLERİNİN VE YAŞAM TARZLARININ YAYILMA MODELLERİ YARDIMIYLA TANIMLANMASI

Yıl 2008, Cilt: 2 Sayı: 3, 21 - 43, 01.12.2008

Canan Eryiğit Bahtışen Kavak

Öz

Bu çalışmada internet bankacılığını erken – geç benimseyenler ve benimsemeyenlerin demografik özellikleri ve yaşam tarzları belirlenmeye çalışılmıştır. Bu amaçla, gerekli olan birincil veri anket yöntemiyle 558 hane halkından elde edilmiştir. Benimseyen gruplarının oluşturulması için Bass yayılma modelinin uygunluğu tespit edilmiştir. Ulaşılan sonuçlara göre, erken benimseyenler yüksek öğrenimli, toplum odaklı ve pratik erkeklerdir. Geç benimseyenler yüksek gelir düzeyine sahip erkeklerdir. Benimsemeyenler 1830 yaşları arasında, gelecek odaklı kadınlardır

Anahtar Kelimeler

benimseyen kategorileri, yayılma modelleri, yaşam tarzı, demografik özellikler

IDENTIFICATION OF DEMOGRAPHICS AND LIFESTYLES OF EARLY - LATE ADOPTERS AND NON-ADOPTERS BY MEANS OF DIFFUSION MODELS

Öz

In this study the demographics and lifestyles of early adopters, late adopters and nonadopters for online banking service were identified. For this purpose, primary data was collected from 558 households through questionnaire. A widely known diffusion model of Bass was significantly fitted to data in determining of adopter categories. According to the results, early adopters are high educated, community conscious and practical men. Late adopters are men who have high income. However, non-adopters are women who are in between 18-30 and future oriented

Anahtar Kelimeler

adopter categories, diffusion models, lifestyle, demographics

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