Tüketicilerin Mobil Ödemeye Yönelik Tutum ve Kullanma Niyeti Üzerine Bir Araştırma

Year 2021, Volume: 12 Issue: 1, 24 - 39, 30.06.2021

Şirin Gizem Köse , Ece Özer Çizer

https://doi.org/10.34231/iuyd.838066

Cited By: 1

Abstract

Günümüzde pek çok işlemin mobil hale gelmesiyle, mobil ödeme yöntemlerinin kullanımı da önemli düzeyde artmıştır. Bu çalışmada, mobil ödeme yöntemlerine yönelik tutum ve kullanma niyeti ile ilişkili faktörlerin incelenmesi amaçlanmıştır. Bu doğrultuda 363 katılımcıdan anket yöntemiyle toplanan veriler yapısal eşitlik yöntemi ile analiz edilmiştir. Araştırmanın sonuçlarına göre algılanan kullanışlılık, algılanan kullanım kolaylığı ve bireysel hareketlilik, mobil ödeme yöntemlerine yönelik tutum ile pozitif yönlü ilişkiliyken, teknoloji endişesi mobil ödemeye yönelik tutum ile negatif yönlü ilişkilidir. Mobil ödeme yöntemlerine yönelik tutum ile ilişkili en önemli faktör algılanan kullanışlılıktır. Ayrıca algılanan kullanım kolaylığı, algılanan kullanışlılık ile pozitif yönlü ilişkilidir. Mobil ödeme yöntemlerine yönelik tutum ile mobil ödeme yöntemleri kullanım niyeti arasında pozitif yönlü ilişki bulunmaktadır.

Keywords

Mobil Ödeme, Teknoloji Kabul Modeli, Tüketici Tutumu, Kullanma Niyeti, Mobil Teknolojiler

A Research on Consumers’ Attitude and Intention to Use Mobile Payment

Abstract

As many transactions have been transferred to mobile, there has been a significant increase in mobile payment usage. This study aims to investigate the factors related to consumers’ attitude and intention to use mobile payment. In this direction, data was obtained from 363 participants and analyzed using the structural equation modeling technique. According to the results of the research, perceived usefulness, perceived ease of use, and individual mobility are positively related to attitude towards mobile payment, while technology anxiety is negatively related to attitude towards mobile payment. The most important factor related to attitude towards mobile payments is perceived usefulness. Furthermore, there is a positive relationship between perceived ease of use and perceived usefulness. There is a positive relationship between attitude towards mobile payment and the intention to use mobile payment.

Keywords

Mobile Payment, Technology Acceptance Model, Consumer Attitude, Intention to Use, Mobile Technologies

References

• Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the Influence of The Most Commonly Used External Variables of TAM on Students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of E-Portfolios. Computers in Human Behavior, 63, 75-90.
• Ajzen, I. (2005). Attitudes, Personality and Behavior. New York: McGraw Hill.
• Akgül, D. ve Güneş, V. (2019). Teknoloji Kullanım Endişesi Tüketicinin Teknoloji Kabulünü Etkiler mi? Turkish Journal of Marketing, 4(2), 131-149.
• Akturan, U., & Tezcan, N. (2012). Mobile Banking Adoption of The Youth Market. Marketing Intelligence & Planning, 30(4), 444-459.
• Alfany, Z., Saufi, A., & Mulyono, L. E. H. (2019). The Impact of Social Influence, Self-Efficacy, Perceived Enjoyment, And Individual Mobility on Attitude Toward Use and Intention to Use Mobile Payment of Ovo. Global Journal of Management and Business Research, 19(7), 1-9.
• Aydin, G., & Burnaz, S. (2016). Adoption of Mobile Payment Systems: A Study on Mobile Wallets. Journal of Business Economics and Finance, 5(1), 73-92.
• Bailey, A. A., Pentina, I., Mishra, A. S., & Mimoun, M. S. B. (2017). Mobile Payments Adoption by US Consumers: An Extended TAM. International Journal of Retail & Distribution Management, 45(6). 626-640.
• Bozpolat, C. ve Seyhan, H. (2020). Mobil Ödeme Teknolojisi Kabulünün Teknoloji Kabul Modeli ile İncelenmesi: Ampirik Bir Araştırma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(1), 119-145.
• Chen, M. Y., & Ching, I. T. (2013). A Comprehensive Model of The Effects of Online Store Image on Purchase Intention in An E-Commerce Environment. Electronic Commerce Research, 13(1), 1-23.
• Cortina, J. M. (1993). What Is Coefficient Alpha? An Examination of Theory and Applications. Journal of Applied Psychology, 78(1), 98-104.
• Cronbach, L. J. (1951). Coefficient Alpha and The Internal Structure of Tests. Psychometrika, 16(3), 297-334. Çelik, H. (2008). What Determines Turkish Customers' Acceptance Of Internet Banking? International Journal of Bank Marketing, 26(5), 353-370.
• Çelik, H. ve İpçioğlu, İ. (2006). Gönüllü Teknoloji Kabulü: İnternet Kullanımını Benimseme Davranışı Üzerine Bir Araştırma. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(1), 111-159.
• Daştan, İ., & Gürler, C. (2016). Factors Affecting the Adoption of Mobile Payment Systems: An Empirical Analysis. EMAJ: Emerging Markets Journal, 6(1), 17-24.
• Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in The Workplace 1. Journal of Applied Social Psychology, 22(14), 1111-1132.
• De Luna, I. R., Liébana-Cabanillas, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2019). Mobile Payment Is Not All the Same: The Adoption of Mobile Payment Systems Depending on The Technology Applied. Technological Forecasting and Social Change, 146, 931-944.
• Demoulin, N. T. M., & Djelassi, S. (2016). An Integrated Model of Self-Service Technology (SST) Usage in a Retail Context. International Journal of Retail & Distribution Management, 44(5), 540-559.
• Fishbein, M., & Ajzen I. (1975) Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading: Addison-Wesley.
• Fornell, C., & Larcker F. D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
• Gao, L., & Waechter, K. A. (2017). Examining the Role of Initial Trust in User Adoption of Mobile Payment Services: An Empirical Investigation. Information Systems Frontiers, 19(3), 525-548.
• Gelbrich, K., & Sattler, B. (2014). Anxiety, Crowding, And Time Pressure in Public Self-Service Technology Acceptance”, Journal of Services Marketing, 28(1), 82-94.
• Güngör, A. S. (2017). Are You Ready to Take the Risks of Mobile Payment App? Early Adopters vs Laggards. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19(3), 952-974.
• Gürbüz, S. ve Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
• Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective. 7th Edition, Upper Saddle River, NJ: Pearson.
• Hanafizadeh, P., Behboudi, M., Koshksaray, A. A., & Tabar, M. J. S. (2014). Mobile-Banking Adoption by Iranian Bank Clients. Telematics and Informatics, 31(1), 62-78.
• Kalaycı, Ş. (2014). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
• Karimi, S., & Liu, Y. L. (2020). The Differential Impact of “Mood” on Consumers’ Decisions, A Case of Mobile Payment Adoption. Computers in Human Behavior, 102, 132-143.
• Kavitha, K., & Kannan, D. D. (2020). Factors Influencing Consumers Attitude Towards Mobile Payment Applications. International Journal of Management, 11(4),140-150.
• Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-Related Factors in Extended UTAUT Model for NFC Based Mobile Payment in The Restaurant Industry. Computers in Human Behavior, 70, 460-474.
• Khrais, L. T., & Azizi, T. A. (2020). Analyzing Consumer Attitude Toward Mobile Payment Technology and Its Role in Booming the E-Commerce Business. Talent Development & Excellence, 12(3), 1069-1076
• Kim, C., Mirusmonov, M., & Lee, I. (2010). An Empirical Examination of Factors Influencing the Intention to Use Mobile Payment. Computers in Human Behavior, 26(3), 310-322.
• Kim, H. Y., Lee, J. Y., Mun, J. M., & Johnson, K. K. P. (2017). Consumer Adoption of Smart In-Store Technology: Assessing the Predictive Value of Attitude Versus Beliefs in The Technology Acceptance Model. International Journal of Fashion Design, Technology and Education, 10(1), 26-36.
• Kjerulff, K. H., Pillar, B., Mills, M. E., & Lanigan, J. (1992). Technology Anxiety as A Potential Mediating Factor in Response to Medical Technology. Journal of Medical Systems, 16(1), 7-13.
• Laukkanen, T. (2016). Consumer Adoption Versus Rejection Decisions in Seemingly Similar Service Innovations: The Case of The Internet and Mobile Banking. Journal of Business Research, 69(7), 2432-2439.
• Lee, J., Ryu, M. H., & Lee, D. (2019). A Study on The Reciprocal Relationship Between User Perception and Retailer Perception on Platform-Based Mobile Payment Service. Journal of Retailing and Consumer Services, 48, 7-15.
• Liébana-Cabanillas, F., Ramos de Luna, I., & Montoro-Ríos, F. J. (2015). User Behaviour in QR Mobile Payment System: The QR Payment Acceptance Model. Technology Analysis & Strategic Management, 27(9), 1031-1049.
• Liébana-Cabanillas, F., Ramos De Luna, I., & Montoro-Ríos, F. (2017). Intention to Use New Mobile Payment Systems: A Comparative Analysis of SMS and NFC Payments. Economic Research-Ekonomska Istraživanja, 30(1), 892-910.
• Liébana-Cabanillas, F., Marinkovic, V., De Luna, I. R., & Kalinic, Z. (2018). Predicting the Determinants of Mobile Payment Acceptance: A Hybrid SEM-Neural Network Approach. Technological Forecasting and Social Change, 129, 117-130.
• Liébana-Cabanillas, F., Japutra, A., Molinillo, S., Singh, N., & Sinha, N. (2020). Assessment of Mobile Technology Use in The Emerging Market: Analyzing Intention to Use M-Payment Services in India. Telecommunications Policy, 44(9), 102009.
• Liébana-Cabanillas, F., Molinillo, S., & Japutra, A. (2020). Exploring the Determinants of Intention to Use P2P Mobile Payment in Spain. Information Systems Management, 38(2), 165-180.
• Lin, W. R., Lin, C. Y., & Ding, Y. H. (2020). Factors Affecting the Behavioral Intention to Adopt Mobile Payment: An Empirical Study in Taiwan. Mathematics, 8(10), 1851.
• Lin, H. F. (2008). Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors. Information & Management, 45(8), 522-527.
• Lu, J., Wei, J., Yu, C. S., & Liu, C. (2017). How Do Post-Usage Factors and Espoused Cultural Values Impact Mobile Payment Continuation? Behaviour & Information Technology, 36(2), 140-164.
• Mckechnie, S. (1992). Consumer Buyer Behavior in Financial Services: An Overview. International Journal of Bank Marketing, 10(5), 4-12.
• Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The Influence of Technology Anxiety on Consumer Use and Experiences with Self-Service Technologies. Journal of Business Research, 56(11), 899-906.
• Miranda, N. G., & Balqiah, T. E. (2020). Role of Network Externalities and Innovation Characteristics in Influencıng Intentions to Use an Online Bank: Moderating Technological Anxiety. International Journal of Business & Society, 21(3), 1352-1365.
• Nunnally, J. C. (1978). Psychometric Theory. New York, London: Mcgraw-Hill
• Özcan, H. P., Çelik, Ş. S., & Özer, A. (2019). Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 475-506.
• Park, J., Ahn, J., Thavisay, T., & Ren, T. (2019). Examining the Role of Anxiety and Social Influence in Multi-Benefits of Mobile Payment Service. Journal of Retailing and Consumer Services, 47, 140-149.
• Patil, P., Tamilmani, K., Rana, N. P., & Raghavan, V. (2020). Understanding Consumer Adoption of Mobile Payment in India: Extending Meta-UTAUT Model with Personal Innovativeness, Anxiety, Trust, And Grievance Redressal. International Journal of Information Management, 54, 102144.
• Rana, N. P., Dwivedi, Y. K., Williams, M. D., & Weerakkody, V. (2016). Adoption of Online Public Grievance Redressal System in India: Toward Developing a Unified View. Computers in Human Behavior, 59, 265-282.
• Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding Consumer Intention to Use Mobile Services. Australasian Marketing Journal (AMJ), 18(2), 74-80.
• Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding Consumer Acceptance of Mobile Payment Services: An Empirical Analysis. Electronic Commerce Research and Applications, 9(3), 209-216.
• Shankar, A., & Datta, B. (2018). Factors Affecting Mobile Payment Adoption Intention: An Indian Perspective. Global Business Review, 19(3), 72-89.
• Shen, Y. C., Huang, C. Y., Chu, C. H., & Hsu, C. T. (2010). A Benefit–Cost Perspective of The Consumer Adoption of The Mobile Banking System. Behaviour & Information Technology, 29(5), 497-511.
• Shin, D. H. (2009). Towards an Understanding of The Consumer Acceptance of Mobile Wallet. Computers in Human Behavior, 25(6), 1343-1354.
• Suseno, Y., Hudik, M., Fang, E. S., & Guo, Z. (2020). Employee Attitudes, Technological Anxiety, and Change Readiness for Artificial Intelligence Adoption. In Academy of Management Proceedings (Vol. 2020, No. 1, p. 20045). Briarcliff Manor, NY 10510: Academy of Management.
• Talwar, S., Dhir, A., Khalil, A., Mohan, G., & Islam, A. N. (2020). Point of Adoption and Beyond. Initial Trust and Mobile-Payment Continuation Intention. Journal of Retailing and Consumer Services, 55, 1-12.
• Tong, X., & Hawley, J. M. (2009). Measuring Customer‐Based Brand Equity: Empirical Evidence from The Sportswear Market in China. Journal of Product & Brand Management, 18(4), 262-271.
• Uğur, N. G., & Turan, A. H. (2016). Mobil Uygulama Kabul Modeli: Bir Ölçek Geliştirme Çalişmasi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 34(4), 97-126.
• Wang, Y. S., Lin, H. H., & Luarn, P. (2006). Predicting Consumer Intention to Use Mobile Service. Information Systems Journal, 16(2), 157-179.
• Yang, K., & Forney, J. C. (2013). The Moderating Role of Consumer Technology Anxiety in Mobile Shopping Adoption: Differential Effects of Facilitating Conditions and Social Influences. Journal of Electronic Commerce Research, 14(4), 334-347.
• Zeren, D. (2014). Teknoloji Kabul Modeli. Yağcı, M. İ., & Çabuk, S. (Ed.) Pazarlama Teorileri. İstanbul: MediaCat.