Güvenin, Akışın ve Kritik Yoğunluğun Mobil Sosyal Ağ Uygulamaları Sürekli Kullanım Niyetine Etkisi

Yıl 2023, Cilt: 3 Sayı: 2, 31 - 52, 18.10.2023

Görkem Erdoğan

https://doi.org/10.59597/akademikaci.1342819

Öz

Türkiye’de mobil sosyal ağ uygulamalarının sürekli kullanım niyetleri öncüllerinin incelenmesi hakkındaki araştırmalara çok az ilgi gösterilmiştir. Bu nedenle, bu çalışmanın temel amacı, güven, akış deneyimi ve kritik yoğunluğu değişkenlerinin sürekli kullanım niyeti üzerindeki etkisini inceleyerek bu boşluğu doldurmaktır. Çalışmada anket yöntemiyle 424 katılımcıdan toplanan veriler analiz edilmiştir. Sonuçlar hem yaygınlığın hem de güvenin, kullanıcıların sürekli kullanım niyetlerini belirleyen akış deneyimlerini etkilediğini göstermektedir. Ayrıca araştırma bulguları, güven ve kritik yoğunluğun sürekli kullanım niyeti üzerinde önemli etkileri olduğunu göstermiştir. Bu çalışmanın sonuçları mobil sosyal ağ uygulamalarının yöneticilerine ve pazarlamacılarına kullanıcıların sürekli kullanım niyetini anlamak için güven, akış deneyimi ve kritik yoğunluk hakkında güçlü bilgiler sağlayabilmektedir.

Anahtar Kelimeler

Mobil Sosyal Ağ Uygulamaları, Sürekli Kullanım Niyeti, Akış

The Effects of Trust, Flow, and Critical Mass on Continuous Usage Intention of Mobile Social Networking Applications

Öz

Little attention has been paid to research on the antecedents of continued use intentions of mobile social networking applications in Turkey. Therefore, the main aim of this study is to fill this gap by examining the effect of trust, flow experience and critical mass variables on continuous usage intention. In the study, data collected from 424 participants by questionnaire method were analyzed. The results show that both ubiquity and trust significantly affect users’ flow experiences, which further determine their continous usage intention. In addition, research findings show that trust and critical mass have significant effects on continuous intention to use. The results of this study can provide managers and marketers of mobile social networking applications with powerful information about trust, flow experience and critical mass to understand users' continuous usage intention.

Anahtar Kelimeler

Mobile Social Networking Applications, Continuous Usage Intention, Flow

Kaynakça

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