MOBİL BANKACILIK KULLANIMLARININ GENİŞLETİLMİŞ BİRLEŞİK KABUL VE TEKNOLOJİ KULLANIMI TEORİSİ ÇERÇEVESİNDE İNCELENMESİ

Yıl 2022, Cilt: 7 Sayı: 4, 689 - 702, 31.12.2022

Hülya Er , İbrahim Karagöz

https://doi.org/10.29106/fesa.1163390

Öz

Mobil bankacılık kullanımı yıllar içerisinde artış göstermiştir. Bu artış ile birlikte mobil bankacılık kullanım niyetini etkileyen faktörlerin belirlenmesi, mobil bankacılık hizmetleri sunan bankaların kârlılıklarını artırabilmelerine ve rekabet avantajı sağlayabilmelerine katkı sağlaması açısından önemlidir. Bu araştırmanın amacı, üniversite öğrencilerinin mobil bankacılığı kullanım niyetlerini etkileyen faktörleri belirlemektir. Araştırma örneklemi, Bolu Abant İzzet Baysal Üniversitesi, Bolu Meslek Yüksekokulunda öğrenim gören öğrencilerden oluşturmaktadır. Araştırma verileri 5 Mayıs-30 Haziran 2022 tarihleri arasında toplanmıştır. Araştırmada, kolayda örnekleme yöntemi ile 206 öğrenciye anket uygulanmıştır. Araştırma sonucuna göre, öğrencilerin mobil bankacılık kullanımında kolaylaştırıcı koşullar, hedonik motivasyon ve alışkanlık düzeylerinin okudukları bölümlere göre farklılık gösterdiği tespit edilmiştir. Ayrıca kolaylaştırıcı koşullar, hedonik motivasyon ve alışkanlık değişkenlerinin, davranışsal niyet değişkeni üzerinde olumlu bir etkisinin olduğu sonucuna ulaşılmıştır. Bankaların özellikle genç tüketicilerin istek ve ihtiyaçlarını karşılayabilmeleri için mobil bankacılık kullanım niyetlerinin bilinmesi faaliyetlerinin sürdürülebilirliği açısından önem arz etmektedir. Genişletilmiş birleşik kabul ve teknoloji kullanım modelinin üniversite öğrencileri üzerinde etkisi olup olmadığını araştıran çalışmaların sınırlı olduğu görülmekte ve bu çalışma ile elde edilen sonuçların literatüre ve bankacılık sektörüne katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Bankacılık, Mobil Bankacılık, Genişletilmiş Teknoloji Kabul Modeli 2 (UTAUT2)

EXAMINATION OF MOBILE BANKING USES WITHIN THE FRAMEWORK OF EXTENDED COMBINED ACCEPTANCE AND USE OF TECHNOLOGY THEORY

Öz

The use of mobile banking has increased over the years. With this increase, determining the factors affecting the mobile banking usage intention is important in terms of contributing to the banks providing mobile banking services to increase their profitability and provide competitive advantage. The aim of this research is to determine the factors affecting the mobile banking usage intentions of university students. The research sample consists of students studying at Bolu Abant İzzet Baysal University, Bolu Vocational School. Research data were collected between 5 May and 30 June 2022. In the research, a questionnaire was applied to 206 students with convenience sampling method. According to the results of the research, it was determined that the facilitating conditions, hedonic motivation and habit levels of the students in the use of mobile banking differ according to the departments they read. In addition, it was concluded that facilitating conditions, hedonic motivation and habit variables had a positive effect on the behavioral intention variable. Knowing the mobile banking usage intentions of banks is important for the sustainability of their activities so that they can meet the demands and needs of especially young consumers. It is seen that the studies investigating whether the extended unified admission and technology use model has an effect on university students are limited and the results obtained from this study are expected to contribute to the literature and the banking sector.

Anahtar Kelimeler

Banking, Mobile Banking, Extended Technology Acceptance Model 2 (UTAUT2)

Kaynakça

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