Bireylerin Mobil Bankacılığı Benimsemesini Etkileyen Faktörler: Genişletilmiş Birleşik Teknoloji Kabulü ve Kullanımı Teorisi (UTAUT) Modeli Çerçevesinde Bir Araştırma

Yıl 2023, Cilt: 25 Sayı: 1, 121 - 142, 11.04.2023

Görkem Erdoğan

https://doi.org/10.26745/ahbvuibfd.1170050

Cited By: 2

Öz

Bu çalışmanın amacı mobil bankacılık hizmetlerini benimsemeye ve kullanmaya yönelik davranışsal niyeti etkileyen faktörleri araştırmaktadır. Araştırma modeli algılanan güvenilirlik, yenilikçilik ve Birleşik Teknoloji Kabulü ve Kullanımı Teorisi (UTAUT) değişkenlerinden oluşmaktadır. Araştırma kapsamında mobil bankacılık kullanan 438 katılımcı ile veri toplamı yöntemi olarak anket uygulaması gerçekleştirilmiştir. Anket sonucunda elde edilen veriler SPSS 26 ve AMOS 24 programları ile analiz edilmiştir. Verilerin analizi için yapısal eşitlik modeli kullanılmıştır. Çalışmada elde edilen bulgulara göre mobil bankacılık hizmetleri için performans beklentisi, çaba beklentisi, sosyal etki, kolaylaştırıcı koşullar, algılanan güvenilirlik ve yenilikçilik değişkenlerinin davranışsal niyet değişkeni üzerinde pozitif ve anlamlı etkisi olduğu tespit edilmiştir. Ayrıca davranışsal niyet değişkeninin kullanım davranışı üzerinde pozitif ve anlamlı etkisi olduğu sonucuna ulaşılmıştır. Bu araştırma, mobil bankacılık kapsamında UTAUT modelini genişleterek literatüre katkıda bulunmuştur. Ayrıca bireylerin mobil bankacılığı benimsemesi hakkında elde edilen sonuçların bankalara fayda sağlayacağı düşünülmektedir.

Anahtar Kelimeler

Teknoloji Kabulü ve Kullanımı, UTAUT, Mobil Bankacılık

Factors Affecting Individuals' Mobile Banking Adoption: A Study in the Framework of the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) Model

Öz

The aim of this study is to investigate the factors affecting behavioral intention to adopt and use mobile banking services. The research model consists of perceived credibility, innovativeness and Unified Theory of Acceptance and Use of Technology (UTAUT) variables. Within the scope of the research, a survey was conducted as a data collection method with 438 participants using mobile banking. The data obtained as a result of the survey were analyzed with SPSS 26 and AMOS 24 programs. Structural equation modeling was used for the analysis of the data. According to the findings obtained in the study, it has been determined that the variables of performance expectation, effort expectancy, social influence, facilitating conditions, perceived credibility and innovativeness for mobile banking services have a positive and significant effect on the behavioral intention variable. In addition, it was concluded that the behavioral intention variable had a positive and significant effect on the usage behavior. This research contributed to the literature by expanding the UTAUT model within the context of mobile banking. In addition, it is thought that the results obtained about the adoption of mobile banking by individuals will benefit banks.

Anahtar Kelimeler

Technology Acceptance and Use, UTAUT, Mobile Banking

Kaynakça

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