Tıkla, İzle, Keyif Al! Ama Hangi Platform Daha Kullanıcı Dostu?

Öz

Mobil uygulamaların yaygınlaşmasına rağmen, kullanılabilirliğin kullanıcı sadakatini etkileyen mekanizmaların anlaşılması, özellikle Batı dışı bağlamlarda, yeterince araştırılmamıştır. Bu çalışma, Mobil Uygulama Kullanılabilirlik Ölçeği (MAUS) kullanarak mobil uygulama kullanılabilirliği, devam etme niyeti ve kullanıcı sadakati arasındaki ilişkileri inceleyerek bu boşluğu ele almaktadır. Veriler, Türkiye genelinde 477 dijital platform kullanıcısından kesitsel bir anket yoluyla toplanmıştır. Doğrulayıcı faktör analizi, ANOVA, çoklu regresyon ve yapısal eşitlik modellemesi (SEM) gibi ileri istatistiksel analizler kullanılmıştır. MAUS ölçeği mükemmel güvenilirlik göstermiş (α = 0,993) ve on boyutta varyansın %93'ünü açıklamıştır. SEM sonuçları, kullanılabilirliğin devam niyetini önemli ölçüde öngördüğünü (β = 0,927, R² = 0,859, p < 0,001) ve bunun da kullanıcı sadakatini güçlü bir şekilde etkilediğini (β = 0,880, R² = 0,774, p < 0,001) ortaya koymuştur. Çoklu regresyon, devam etme niyetini (β = 0,467), Gestalt ilkelerini (β = 0,428) ve geçiş tasarımını (β = -0,266) sadakatin önemli belirleyicileri olarak tanımladı (R² = 0,844). Kadın kullanıcılar, estetik ve kontrol boyutlarını erkeklerden önemli ölçüde daha yüksek puanladı (p < .001), lisansüstü eğitim almış kullanıcılar ise tasarım bilincinin daha yüksek olduğunu gösterdi. BT uzmanları, diğer meslek gruplarına kıyasla önemli ölçüde daha yüksek kullanılabilirlik değerlendirmeleri sergiledi. Günlük platform kullanıcıları, daha az sıklıkta kullananlara kıyasla daha yüksek sadakat seviyeleri gösterdi. Bu bulgular, doğrulanmış bir nedensel yol (kullanılabilirlik → niyet → sadakat) oluşturur ve mobil uygulamaların başarısında insan merkezli tasarımın kritik rolünü vurgular. Bu çalışma, MAUS'u Batı dışı bir bağlamda doğrulayarak kullanılabilirlik teorisine katkıda bulunmakta ve geliştiricilere tasarım optimizasyonu yoluyla kullanıcı tutma oranını artırmak için uygulanabilir içgörüler sağlamaktadır.

Anahtar Kelimeler

• Mobil Uygulama Kullanılabilirliği
• Devam Etme Niyeti
• Kullanıcı Sadakati
• İnsan Merkezli Tasarım
• Dijital Platformlar
• Kullanıcı Deneyimi

Click, Watch, Enjoy! But Which Platform Is More User-Friendly

Öz

Despite the proliferation of mobile applications, understanding the mechanisms through which usability influences user loyalty remains inadequately explored, particularly in non-Western contexts. This study addresses this gap by examining the relationships among mobile application usability, continuance intention, and user loyalty using the Mobile Application Usability Scale (MAUS). Data were collected from 477 digital platform users across Turkey through a cross-sectional survey. Advanced statistical analyses including confirmatory factor analysis, ANOVA, multiple regression, and structural equation modeling (SEM) were employed. The MAUS scale demonstrated excellent reliability (α = 0.993) and explained 93% of variance across ten dimensions. SEM results revealed that usability significantly predicts continuance intention (β = 0.927, R² = 0.859, p < .001), which in turn strongly influences user loyalty (β = 0.880, R² = 0.774, p < .001). Multiple regression identified continuance intention (β = 0.467), Gestalt principles (β = 0.428), and transition design (β = -0.266) as significant predictors of loyalty (R² = 0.844). Female users rated aesthetic and control dimensions significantly higher than males (p < .001), while postgraduate-educated users showed greater design awareness. IT professionals exhibited significantly higher usability evaluations compared to other occupational groups. Daily platform users demonstrated elevated loyalty levels compared to less frequent users. These findings establish a validated causal pathway (usability → intention → loyalty) and underscore the critical role of human-centered design in mobile application success. The study contributes to usability theory by validating MAUS in a non-Western context and provides actionable insights for developers to enhance user retention through design optimization.

Anahtar Kelimeler

• Mobile Application Usability
• Intent to Continue
• User Loyalty
• Human-Centered Design
• Digital Platforms
• User Experience

Kaynakça

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