Algılanan itibar ve Gizlilik İhlali Endişesinin Çevrim İçi Satın Alma Niyeti Üzerindeki Etkisi: Birleşik Teknolojik Kabul ve Kullanım Teorisi Kapsamında Bir İnceleme

Yıl 2022, Cilt: 10 Sayı: 3, 1359 - 1378, 30.12.2022

Mehmet Ozan Karahan

https://doi.org/10.18506/anemon.960610

Öz

Çalışmanın temel amacı, Birleşik Teknolojik Kabul ve Kullanım Teorisi unsurlarının (Performans beklentisi, efor beklentisi, sosyal etki, kolaylaştırıcı koşullar) bireylerde gizlilik ihlali endişesi ve algılanan itibar faktörleri ile birlikte çevrim içi satın alma niyeti üzerindeki etkilerini incelemektir. Çalışma evreni, ülkemizdeki 18 yaşından büyük, çevrim içi alışveriş yapma deneyimine sahip bireylerdir. Araştırmanın örnek kütlesini oluşturan farklı demografik özelliklere sahip toplam 324 kişinin çevrim içi ortamda doldurdukları anket formlarından elde edilen verilere faktör, korelasyon ve çoklu regresyon analizleri uygulanmıştır. Gerçekleştirilen analizler sonucunda, Birleşik Teknolojik Kabul ve Kullanım Teorisi (UTAUT) unsurlarının tümü ile birlikte algılanan itibarın bireylerin çevrim içi satın alma niyeti üzerinde anlamlı ve olumlu yönde etkiye sahip olduğu görülerken; gizlilik ihlali endişesinin ise çevrim içi satın alma niyeti üzerinde anlamlı ve olumsuz yönde etkisinin olduğu gözlemlenmiştir.

Anahtar Kelimeler

Birleşik Teknolojik Kabul ve Kullanım Teorisi (UTAUT), Algılanan İtibar, Gizlilik İhlali Endişesi, Çevrim İçi Satın Alma Niyeti.

The Impact of Perceived Reputation and Privacy Concern on Online Purchase Intention: A Study in the Context of UTAUT

Öz

The aim of the study is to examine the effects of Unified Theory of Acceptance and Use of Technology elements (performance expectation, effort expectation, social impact, facilitating conditions) as well as privacy concern and perceived reputation factors on online purchasing intention. The population of the research is the consumers older than 18 years in Turkey who have online purchase experience. As a result of the multiple regression analysis of the data set obtained from the questionnaire forms filled in online by 324 people with different demographic characteristics; all the elements of Unified Theory of Acceptance and Use of Technology and the perceived reputation have a significant and positive effect on the online purchase intention of individuals, while privacy concern has a significant and negative effect on online purchasing intention.

Anahtar Kelimeler

Unified Theory of Acceptance and Use of Technology (UTAUT), Perceived Reputation, Privacy Concern, Online purchase Intention.

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