Examination of Functional, Psychological and Emotional Barriers and Use of Mobile Grocery Shopping Services within the Perspective of Innovation Resistance Theory

Year 2023, Volume: 18 Issue: 3, 792 - 810, 01.12.2023

Görkem Erdoğan

https://doi.org/10.17153/oguiibf.1300989

Abstract

The study aims to examine the effect of consumers' functional, psychological and emotional barriers on the use of mobile grocery shopping (MGS) services. The research model used the variables of usage barrier, value barrier, risk barrier, tradition barrier, image barrier from Innovation Resistance Theory and pleasure barrier, arousal barrier, and dominance barrier from emotional barrier to investigate the antecedents of MGS services. The data collected by the survey from 399 participants in Ankara were analyzed with the structural equation model. In the results of the analysis, it was concluded that the Innovation Resistance Theory factors other than the image barrier had a negative had a negative effect on the intention to use MMA services. In addition, it was determined that the dominance barrier, one of the emotional barriers, did not have a significant effect on the intention to use.

Keywords

Innovation Resistance Theory, Emotional Barriers, Intention to Use, Mobile Grocery Shopping

Fonksiyonel, Psikolojik ve Duygusal Engeller ve Mobil Market Alışverişi Hizmetlerinin Kullanımının İnovasyon Direnç Teorisi Çerçevesinde İncelenmesi

Abstract

Çalışma, tüketicilerin fonksiyonel, psikolojik ve duygusal engellerinin mobil market alışverişi (MMA) hizmetlerinin kullanımı üzerindeki etkisini incelemeyi amaçlamaktadır. MMA hizmetlerinin öncüllerini araştırmak için araştırma modelinde, İnovasyon Direnç Teorisinden kullanım engeli, değer engeli, risk engeli, gelenek engeli, imaj engeli değişkenleri kullanılmış ayrıca duygusal engellerden zevk engeli, uyarılma engeli, hakimiyet engeli değişkenleri kullanmıştır. Ankara’da yaşayan 399 katılımcıdan anket uygulaması ile toplanan veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analiz sonuçlarında imaj engeli dışındaki İnovasyon Direnç Teorisi faktörlerinin MMA hizmetlerini kullanım niyeti üzerinde negatif etkiye sahip olduğu bulunmuştur. Ayrıca duygusal engeller faktörlerinden hakimiyet engelinin kullanım niyeti üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir.

Keywords

İnovasyon Direnç Teorisi, Duygusal Engeller, Kullanım Niyeti, Mobil Market Alışverişi

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