Mobil Ödeme Teknolojisi Kabulünün Teknoloji Kabul Modeli ile İncelenmesi: Ampirik Bir Araştırma

Yıl 2020, Cilt: 10 Sayı: 1, 119 - 145, 30.06.2020

Ceylan Bozpolat , Hülya Seyhan

https://doi.org/10.18074/ckuiibfd.619852

Cited By: 6

Öz

Bu çalışma banka
müşterilerinin mobil ödeme teknolojisini kabul etme süreçlerinde etkili olan
faktörleri belirlemek amacıyla yapılmıştır. Bu bağlamda Davis (1989) tarafından
geliştirilen Teknoloji Kabul Modeli (TAM) referans alınmıştır. Çalışmaya
ilişkin verileri toplamak amacıyla Nevşehir ilinde kolayda örnekleme metodu ile
belirlenen 500 mobil ödeme kullanıcısına anket uygulanmıştır. Elde edilen
veriler ile öncelikle Açıklayıcı ve Doğrulayıcı Faktör Analizi, sonrasında ise
Path Analizi yapılmıştır. Açıklayıcı faktör analizi sonucunda Davis (1989)
TAM’ın alt değişkenlerini destekleyen faktörler ortaya çıkmıştır. Doğrulayıcı
faktör analizinin uyum değerleri ise kabul edilebilir uyum göstermiştir. Path
analizi sonucunda doğrudan etki bakımından algılanan kullanım kolaylığının
algılanan fayda; algılanan faydanın tutum; tutumun ise niyet üzerinde pozitif
yönde etkisi olduğu görülmüştür. Sonuçlar dolaylı etki bakımından
incelendiğinde ise algılanan kullanım kolaylığının, tutumu ve niyeti şekillendiren
en güçlü değişken olduğu tespit edilmiştir. Mobil ödeme teknolojisinin kabulünü
öngörmek için TAM’ın sınandığı bu çalışma, literatüre katkı sağlamakta ve
sonuçları çözüm sağlayıcılara faydalı bilgiler sunmaktadır.

Anahtar Kelimeler

Mobil Ödeme, Teknoloji Kabul Modeli, Path Analizi

Investigation of Mobile Payment Technology Acceptance with Technology Acceptance Model: An Empirical Research

Öz

This
study was carried out to determine the factors that affect the process of
accepting mobile payment technology of bank customers. In this context, the
Technology Acceptance Model (TAM) developed by Davis (1989) is taken as
reference. In order to collect the data related to the study, a questionnaire
was applied to 500 mobile payment users determined by easy sampling method in
Nevsehir. Explanatory and Confirmatory Factor Analysis and then Path Analysis
were performed with the obtained data. As a result of the explanatory factor
analysis, Davis (1989) revealed the factors that support the sub-variables of
TAM. The agreement values of the confirmatory factor analysis showed acceptable
agreement. As a result of path analysis, perceived usefulness of perceived ease
of use in terms of direct effect; attitude of perceived usefulness; attitude
has a positive effect on intention. When the results were examined in terms of
indirect effect, perceived ease of use was found to be the most powerful
variable shaping attitude and intention. This study, in which TAM is tested to
predict the acceptance of mobile payment technology, contributes to the
literature and the results provide useful information to solution providers.

Anahtar Kelimeler

Mobile Payment, Technology Acceptance Model, Path Analysis

Kaynakça

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