Tüketicilerin Çevrimiçi Şikâyet Kanallarını Kullanımına Yönelik Davranışlarının: Teknoloji Kabul Modeli ve Planlı Davranış Teorisi Bütünleşik Modeli Bakış Açısı ile İncelenmesi

Year 2017, Volume: 3 Issue: 4, 87 - 103, 01.12.2017

Fatih Şahin , Alkan Alkaya

Abstract

Bu araştırmada, kamu hizmetlerini kullanan tüketicilerin Başbakanlık İletişim Merkezi (BİMER) çevrimiçi şikâyet kanalını kullanımını etkileyen faktörler planlı davranış teorisi (PDT) ve teknoloji kabul modeli (TKM) kullanılarak oluşturulan bütünleşik model ile nicel olarak incelenmiştir. Araştırmada kullanılan birincil veriler Uşak Üniversitesi personel ve öğrencileri ile gerçekleştirilen yüz yüze anket yöntemi ile elde edilmiştir. Oluşturulan bütünleşik modelin analizinde yapısal eşitlik modellemesi kullanılmıştır. Araştırma modeli çerçevesinde, algılanan kullanım kolaylığının, algılanan fayda ve tutum üzerine olan etkisi; algılanan faydanın, tutum ve niyet üzerindeki etkisi, bununla birlikte tutumun, niyet üzerindeki etkisi TKM çerçevesinde ele alınmış diğer taraftan algılanan davranışsal kontrol ve sübjektif normun niyet üzerindeki etkisi PDT çerçevesinde ele alınmış olup her iki model, tek bir bütünleşik yapısal model üzerinde incelenmiştir. Elde edilen sonuçlara göre BİMER i kullanma niyetini etkileyen faktörler etki derecelerine göre sübjektif norm, tutum, algılanan davranışsal kontrol ve algılanan fayda olarak sıralandığı görülmüştür. Bununla birlikte sonuçlar araştırma modelinde sınanan hipotezlerin desteklendiğini göstermiştir.

Keywords

Çevrimiçi Şikâyet Kanalları, Şikâyet Yönetimi, Teknoloji Kabul Modeli, Planlı Davranış Teorisi, Yapısal Eşitlik Modellemesi (YEM)

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