ONLİNE ALIŞVERİŞTE KRİPTO PARA KULLANIMI İLE İLGİLİ TÜKETİCİ GÖRÜŞLERİNİN ARAŞTIRILMASI

Yıl 2023, Cilt: 19 Sayı: 2, 311 - 327, 22.06.2023

İbrahim Avcı , Ezgi Özmen , Merve Ozhan

https://doi.org/10.17130/ijmeb.1184387

Cited By: 1

Öz

İnternet teknolojileri alanındaki gelişmeler, geleneksel alışveriş davranışlarını değiştirmiş ve tüketicileri elektronik ticaret sitelerinden online alışveriş yapmaya yöneltmiştir. Elektronik ticaret alanındaki gelişmeler de ödeme sistemlerini çeşitlendirmiş ve ödemelerde sanal para birimleri kullanılmaya başlanmıştır. Sanal para denilince son zamanlarda akla gelen ilk kavram kripto paralardır. Yatırım aracı olarak görülen kripto paralar küresel pazarda birçok marka tarafından ödeme yöntemi olarak kullanılmaya başlandı. Bu aşamada araştırmanın temeli, Türkiye'deki tüketicilerin online alışverişte kripto para kullanma niyetlerini ortaya çıkarmaktır. Teknoloji Kabul Modeli çerçevesinde gerçekleştirilen çalışmanın amacı, tüketicilerin kripto para birimlerinin kullanım kolaylığı, risk ve güven faktörlerine ilişkin algılarının, algılanan fayda ve kripto para birimlerini çevrimiçi ortamda kullanma niyetleri üzerindeki etkilerini keşfetmektir. Bu amaçla, çevrimiçi anket tekniği ile 391 müşteriden elde edilen verilerin analizine dayalı olarak, algılanan kullanım kolaylığı ve güvenin algılanan fayda üzerinde anlamlı bir pozitif etkiye sahip olduğu, algılanan riskin ise anlamlı bir olumsuz etkiye sahip olduğu belirlenmiştir. Algılanan kullanım kolaylığı, güven ve fayda da online alışverişte kripto para kullanma niyetini olumlu yönde etkilemektedir. Ayrıca algılanan risk faktörünün online alışverişte kripto para kullanma niyetini etkilemediği sonucuna da varılmıştır. Bulgular, kripto para ve elektronik ticaret alanlarına önemli teorik ve pratik katkılar sağlamaktadır.

Anahtar Kelimeler

Kripto para birimi, Online Alışveriş, Tüketici, İnternet, TAM

RESEARCH ON CONSUMER OPINIONS ON THE USE OF CRYPTOCURRENCY IN ONLINE SHOPPING

Öz

Developments in the field of internet technologies have changed traditional shopping behaviors and led consumers to shop online on electronic commerce sites. Developments in the field of electronic commerce have also diversified payment systems and virtual currencies have started to be used in payments. When it comes to virtual currencies, the first concept that comes to mind recently is cryptocurrencies. Cryptocurrencies, which are seen as investment instruments, have started to be used as payment methods by many brands in the global market. At this stage, the basis of the research is to reveal the intention of consumers in Turkey to use cryptocurrencies in online shopping. The goal of the study, which was conducted within the framework of the Technology Acceptance Model, was to discover the implications of consumers' perceptions of cryptocurrencies' ease of use, risk, and trust factors on their perceived benefit and intention to use cryptocurrencies in online purchasing. For this aim, it was discovered that perceived ease of use and trust have a significant positive effect on perceived benefit, while perceived risk has a significant negative effect, based on the analysis of data obtained from 391 customers via the online survey technique. In addition, perceived ease of use, trust and benefit also positively affect the intention to use cryptocurrency in online shopping. It is concluded that the perceived risk factor does not affect the intention to use cryptocurrency in online shopping. The findings provide significant theoretical and practical contributions to the fields of cryptocurrency and electronic commerce.

Anahtar Kelimeler

Cryptocurrency, Online Shopping, Consumer, Internet, TAM

Kaynakça

• Abramova, S., & Böhme, R. (2016). Perceived benefit and risk as multidimensional determinants of bitcoin use: A quantitative exploratory study. Paper presented at the ICIS.
• Aijan, H., & Hartshorne, R. (2008). Investigating faculty decisions to adopt web 2.0 technologies: Theory and empirical tests. The internet and higher education, 11(2), 71-80.
• Akçacı, T., & Kurt, F. B. (2020). Online süpermarket alışverişinde tüketici güven faktörü. Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(20), 414-433.
• Aksoy, R. (2018). E-pazarlama geleneksel ve dijital pazarlama bakış açısı birlikte. Ankara: Seçkin Yayıncılık.
• Alaklabi, S., & Kang, K. (2021). Perceptions towards cryptocurrency adoption: a case of Saudi Arabian citizens. Journal of Electronic Banking Systems.
• Alqaryouti, O., Siyam, N., Alkashri, Z., & Shaalan, K. (2019). Cryptocurrency usage impact on perceived benefits and users' behaviour. Dubai, United Arab Emirates: EMCIS.
• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri. Sakarya: Sakarya Yayıncılık.
• Arias-Oliva, M., Pelegrín-B., J., & Matías-Clavero, G. (2019). Variables influencing cryptocurrency use: A technology acceptance use: A technology acceptance. Frontiers in Psychology, 1-13.
• Belanche, D., Casalo, L. V., & Guinaliu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19, 124-132.
• Büyükerişler, D., Yarangümelioğlu, D., & Gümülü, E. (2014). Online tüketici satın alma davranışlarını etkileyen faktörlere yönelik bir durum değerlendirmesi: Isparta ilinde bir uygulama. Uluslararası Alanya İşletme Fakültesi Dergisi, 6(3), 5-7.
• Chen, R., & He, F. (2003). Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management and Business Excellence, 14(6), 677-693.
• Cheng, T. C., Lam, D. Y., & Yeung, A. C. (2006). Adoption of ınternet banking: an emprical study in Hong Kong. Decision Support Systems, 42(3), 1558-1572.
• Chong, A. Y., Keng-Boon, O., Binshan, L., & Boon-In, T. (2010). Online banking adoption: An empirical analysis. International Journal of Bank Marketing, 28(4), 267-287.
• Cruz, P., Neto, L. B., Munoz Gallego, P., & Laukkanen, T. (2010). Mobile banking rollout in emerging markets: Evidence from Brazil. International Journal of Bank Marketing, 28(5), 342-371.
• Çakmak, A. Ç., & Güneşer, M. T. (2011). İnternet ortamındaki bilgi paylaşımının tüketici satın alma kararına etkileri. İnteraktif bir araştırma. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(30), 1-26.
• Çelik, M., & Bakırtaş, H. (2020). Ünlüler gençlerin kitap satın alma niyetini etkiler mi? Akademik Araştırmalar ve Çalışmalar Dergisi, 12(23), 165-167.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 982-1003.
• DeVries, P. D. (2016). An analysis of cryptocurrency, bitcoin, and the future. International Journal of Business Management and Commerce.
• Dilek, Ş. (2018, Şubat). Blockchain teknolojisi ve bitcoin. Analiz Dergisi, 231.
• Fettahoğlu, S., & Sayan, Ö. (2021). Attitudes of individuals about using cryptocurrencies: Evidence from Turkey. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 1122-1146.
• Field, A. (2009). Discovering statistics using SPSS: Introducing statistical method (3rd ed.). Thousand Oaks, CA:: Sage.
• Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and tam in online shopping:an integrated model. Management Information Systems Research Center, 27(1), 51-90.
• Gil-Cordero, E., Cabrera-Sánchez, J. P., & Arrás-Cortés, M. J. (2020). Cryptocurrencies as a financial tool: Acceptance factors. Mathematics, 1-16.
• Graeber, D. (2011). Debt: the first five thousand years. NY: Melville House.
• Günen, E. (2020, Haziran 07). Cointelegraph. https://tr.cointelegraph.com/news/a-simple-explanation-of-what-is-blockchain-and-how-its-works. adresinden alındı
• Hanafizadeh, P., Behboudi, M., Koshksaray, A. A., & Shirkhani Tabar, M. J. (2014). Mobile banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62-78.
• Hari, K., Saketh, S., & Vaibhav, V. (2014). Cryptocurrency mining-transition to cloud. International, 31(1), 62-78.
• Hileman, G., & Rauchs, M. (2017). Global cryptocurrency benchmarking study. SSRN Electronic Journal, 33-133.
• Ji-Xi, J. T., Salamzadeh, Y., & Teoh, A. P. (2021). Behavioral intention to use cryptocurrency in Malaysia: An empirical study. The Bottom Line, 170-197.
• Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk and their antecedents. Decision Support Systems, 44(2), 544-564. doi: https://doi.org/10.1016/j.dss.2007.07.001
• Kim, H. W., Xu, Y., & Gupta , S. (2012). Which is more important in internet shopping, perceived priceor trust? Electronic Commerce Research and Applications, 11(3), 241-252.
• Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications , 130-141.
• Liu, Y., Yang, Y., & Li, H. (2012). A unified risk-benefit analysis framework for investigating mobile payment adoption. Proceedings of the 2012 International Conference on Mobile Business. Delft, Netherlands.
• Lu, J., Yao, J. E., & Yu, C. (2005). Personal innovativeness , social influences and adoption of wireless internet services via mobile technology. Journal of Strategic Information Systems, 14, 245-268. doi:https://doi.org/10.1016/j.jsis.2005.07.003
• Mendoza-Tello, J. C., Mora, H., Pujol-López, F. A., & Lytras, M. D. (2018). Social commerce as a driver to enhance trust and intention to use cryptocurrencies for electronic payments. IEEE Access, 50737-50751.
• Metin, I., & Yakut, E. (2018). Consumer perceptıons towards crypto currencıes. Fourth international scientific conference, 299-309. Meydan, C., & Şeşen, H. (2011). Yapısal eşitlik modellemesi amos uygulamaları. Ankara: Detay Yayıncılık.
• Nakamoto, S. (2008). Bitcoin : a peer-to-Peer electronic cash system.
• Öztürk, N., & Koç, A. (2006). Elektronik para, diğer para türleriyle karşılaştırılması ve olası etkileri. Selçuk Üniversitesi İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 6(11), 210-212.
• Paçan Özcan, H., Sabah Çelik, Ş., & Özer, A. (2019). Bireysel müşterilerin mobil bankacılık kullanım niyetini etkileyen faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 475-506.
• Pallant, J. (2016). PSS kullanma kılavuzu SPSS ile adım adım veri analizi. (S. &. Balcı, Çev.) Ankara: Anı Yayıncılık.
• Ramayah, T., & Ignatius, J. (2005). Impact of perceived usefulness perceived ease of use and perceived enjoyment on intention to shop online. ICFAI Journal of Management, 3(3), 36-51.
• Riddel, W., & Song, X. (2017). The role of education in technology use and adoption: evidence from the Canadian workplace and employee survey. ILR Review, 1219-1253.
• Schatsky, D., & Muraskin, C. (2015). Beyond bitcoin: Blockchain is coming to disrupt your industry. Deloitte University Press.
• Schaupp, L. C., & Festa, M. (2018). Cryptocurrency adoption and the road to regulation. 19th Annual International Conference on Digital Government Research: Governance in the Data Age.
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 23–74.
• Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior. New Jersey: Prentice Hall.
• Shahzad, F., Xiu, G., Wang, J., & Shahbaz, M. (2018). An empirical investigation on the adoption of cryptocurrencies among the people of mainland China. Technology in Society, 33-40.
• Sobhanifard, Y., & Sadatfarizani, S. (2019). Consumer-based modeling and ranking of the consumption factors of cryptocurrencies. Physica A, 1-9.
• Vejačka, M., & Paľová, D. (2019). Attitude of Slovak citizens towards cryptocurrencies: the gender differences. SSRG International Journal of Economics and Management Studies , 141-150.
• Venkastesh, V., & Davis, F. D. (2000). Social impact shapes the tendencies of individuals like customer satisfaction. Management Science, 46(2), 186-204.
• Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer acceptance and user of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 157–178.
• Walton, A., & Johnston, K. (2018). Exploring perceptions of bitcoin adoption: The South African virtual community perspective interdisciplinary Journal of Information, Knowledge & Management, 165-182.
• Wang, Y., Wang, Y., Lin, H., & Tang, T. (2003). Determinants of user acceptance of Internet banking: An empirical study. International Journal of Service Industry Management, 501-519.
• Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information and Management, 42(5), 719-729.
• Yapraklı, T. Ş., Kacer, Z., & Ünalan, M. (2018). Mobil alışveriş uygulamalarının kullanımını etkileyen faktörler ve bu faktörlerin memnuniyet ve kullanma niyeti üzerine etkisi. Press Academia, 7.