PERAKENDECİLİK SEKTÖRÜNDE TÜKETİCİLERİN KASİYERSİZ KASALARA ADAPTASYONUNU ETKİLEYEN FAKTÖRLERİN İNCELENMESİ ÜZERİNE AMPİRİK BİR ÇALIŞMA

Yıl 2017, 16. Ulusal İşletmecilik Kongresi, 101 - 116, 15.09.2017

Ümit Doğrul Alaiddin Koşar

https://doi.org/10.18092/ulikidince.323098

Öz

Kasiyersiz
kasaları kullanmaya karşı birçok müşteri direnç göstermekte ve geleneksel ödeme
yöntemlerini terk etmemektedir. Bu durum yeni teknolojilerin iş süreçlerine
adaptasyonunu engellemekte ve yeni teknolojik yatırımların atıl kalmasına neden
olmaktadır. Bu çalışmanın amacı, tüketicilerin kasiyersiz kasaları kullanımına
ilişkin adaptasyonlarını etkileyen faktörleri, teknoloji kabul modeli temel
alınarak incelemek ve açıklamaktır. Bu kapsamda, oluşturulan anketler 346
kişiye uygulanmış ve çalışma hipotezleri yapısal eşitlik modeli ile test
edilmiştir. Ayrıca aracılık hipotezlerini test etmek amacıyla sobel testi
kullanılmıştır. Analiz sonuçlarına göre, kasiyersiz kasanın kullanım kolaylığı
algısı, kullanım sonrası algılanan faydası ve kullanım keyfi, kasiyersiz kasa
kullanımı sonrası elde edilen tatmini olumlu yönde etkilemektedir. Kasiyersiz
kasa kullanımına ilişkin tatmin, tekrar kullanma niyetini olumlu yönde
etkilemektedir. Sobel testi analiz sonuçlarına göre ise, tüketicilerin
kasiyersiz kasalardan elde ettikleri kullanım kolaylığı, kullanım faydası ve
kullanım keyfi algısı ile niyet arasındaki ilişkide, tatmin, aracılık etkisine
sahiptir.

Anahtar Kelimeler

Kasiyersiz Kasa, Teknoloji Kabul Modeli, Tüketici Davranışları, Yapısal Eşitlik Modellemesi, Aracılık Etkisi

Kaynakça

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