MOBİL BANKACILIK KULLANIM NİYETİNİN İNCELENMESİ (TEKİRDAĞ NAMIK KEMAL ÜNİVERSİTESİ ÖRNEĞİ)

Yıl 2021, Cilt: 23 Sayı: 2, 807 - 840, 24.12.2021

Yekta Erdoğan Hasan Selçuk Eti

https://doi.org/10.26468/trakyasobed.893867

Cited By: 1

Öz

Teknolojik gelişmeler ve müşteri tercihlerindeki değişikliklerin sonucu olarak artan rekabet, bankaların varlıklarını korumak ve rekabet avantajı elde etmek için yeni stratejiler geliştirmelerine yol açmıştır. Bu durum dolayısıyla günümüz rekabet piyasasında ayakta kalmak isteyen bankaların mobil bankacılık uygulamalarını müşterilerinin hizmetine sunmasına sebep olmuştur.
Bu çalışma, Teknoloji Kabul Modeli (TAM) ve Planlı Davranış Teorisi'ni (TPB) temel alarak mobil bankacılığın benimsenmesine ilişkin anlayışımızı genişletmeyi amaçlamaktadır. Bu sebeple araştırma kapsamında birincil veri Tekirdağ Namık Kemal Üniversitesi’nde öğrenim gören lisans öğrencilerinden toplanmıştır. Çevrimiçi anket yöntemiyle nihai olarak 310 veri elde edilmiştir. Veriler frekans analizleri, tanımlayıcı istatistikler, faktör ve güvenilirlik analizleri, korelasyon ve regresyon analizleri ve fark testleri ile incelenmiştir.
Bulgular, mobil bankacılık kullanım niyetinin mobil bankacılığa yönelik tutum ile kolaylık ve kullanışlılıktan etkilendiğini göstermiştir. Tutumun en büyük yordayıcısı kolaylık ve kullanışlılıktır. Algılanan risk, algılanan güveni ve kolaylık ve kullanışlılığı olumsuz etkilerken, algılanan güven değişkeni kolaylık ve kullanışlılığı ve tutumu olumlu olarak etkilemektedir. Demografik faktörlere bakıldığında algılanan risk ve algılanan güven değişkenlerinin öğrencilerin yaş grupları, okudukları fakülte ve bölüm, öğrencilerin okulda geçirdikleri yıl ve sınıfları ve öğrencilerin gelir seviyeleri arasında istatistiksel olarak anlamlı bir farklılık gösterdiği ancak kadın ve erkek öğrenciler arasında istatistiksel olarak bir farklılık göstermediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

Mobil Bankacılık, Mobil Bankacılık Uygulaması, Mobil Bankacılık Kullanım Niyeti, Teknoloji Kabul Modeli, Planlı Davranış Teorisi

A RESEARCH OF MOBILE BANKING USAGE INTENTION (A CASE OF TEKİRDAĞ NAMIK KEMAL UNIVERSITY)

Öz

Increasing competition due to technological developments and changes in customer preferences leads banks to develop new strategies to protect their assets and gain a competitive advantage. It has caused banks to survive in today's competitive market to offer mobile banking applications to their customers. This study aims to explore the potential key factors that affect the usage intention of mobile banking applications. For this reason, primary data was collected from undergraduate students studying at Tekirdağ Namık Kemal University. 310 data were finally obtained with the online survey method. The data were analyzed by frequency analysis, descriptive statistics, factor and reliability analysis, correlation and regression analysis and different tests. The findings showed that the intention to use mobile banking was affected by the attitude towards mobile banking and convenience and usefulness. The biggest predictor of attitude is convenience and benefit. While perceived risk negatively affects perceived trust, comfort, and practicality, the sensed trust variable positively affects convenience, usefulness, and attitude. Considering demographic factors, it was concluded that the perceived risk and perceived trust showed a statistically significant difference between the students' age groups, the faculty and department they studied, the years and classes they spent in school, and the income levels of the students, but not statistically significant difference between the male and female students.

Anahtar Kelimeler

Mobile banking, Mobile banking application, Intention to use mobile banking, Technology Acceptance Model, Theory of Planned Behavior.

Kaynakça

• Aboelmaged, M. G., & Gebba, T. R. (2013). Mobile Banking Adoption: An Examination of Technology Acceptance Model and Theory of Planned Behavior. International Journal of Business Research and Development, 2(1), 35-50.
• Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 50, 179-211.
• Akturan, U., & Tezcan, N. (2012). Mobile banking adoption of the youth market: Perceptions and intentions. Marketing Intelligence & Planning, 30(4), 444-459.
• Al-Jabri, I., & Sohail, M. (2012). Mobile Banking Adoption: Application of Diffusion of Innovation Theory. Journal of Electronic Commerce Research, 13(4), 379-391.
• Al-Rafee, C., & Sulaiman, T. (2006). Digital Piracy: Factors that Influence Attitude toward Behavior. Journal of Business Ethics, 63(3), 237-259.
• Baloğlu, S. (2015). A Study Related to Mobile Payment Systems Acceptance: A Case of Namık Kemal Unıversity and Marmara Unıversity Students. Yüksek Lisans TEzi. İstanbul: T.C. Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
• Bandura, A. (1977). Self-efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, 84(2), 191-215.
• Bandura, A. (1982). Self-efficacy Mechanism in Human Age. American Psychologist, 37, 122-147.
• Bankole, F. O., Bankole, O., & Brown, I. (2011). Mobile Banking Adoption in Nigeria. The Electronic Journal on Information Systems in Developing Countries, 4(2), 1-23.
• Chandran, R. (2014). Pros and cons of Mobile banking. International Journal of Scientific and Research Publications, 4(10), 1-5.
• Chen, C. (2013). Perceived risk, usage frequency of mobile banking services. Managing Service Quality, 23(5), 410-436.
• Cheng, T. E., Lam, D. Y., & Yeung, A. C. (2006). Adoption of internet banking: An empirical study in Hong Kong. Decision Support Systems, 42, 1558-1572.
• Choi, J., & Geistfeld, L. (2004). A cross-cultural investigation of consumer e-shopping. Journal of Economic Psychology, 25(6), 821-838.
• Dahlberg, T. K., Mallat, N., & Öörni, A. (2003). Consumer Acceptance of Mobile Payment Solutions : Ease of Use, Usefulness and Trust. The Second International Conference on Mobile Business : m-Business, (s. 211-218). Viyana.
• Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
• Durmuş, B., Yurtkoru, E., & Çinko, M. (2011). Sosyal Bilimlerde SPSS'le Veri Analizi (4. b.). İstanbul: Beta Yayınları.
• Ensor, B., Montez, T., & Wannemacher, P. (2012). The state of mobile banking 2012. Amerika: Forrester Research.
• Erben Yavuz, A. (2017). Türk bankacılık sektöründe penetrasyon: İnternet bankacılığı ve mobil bankacılık ürünlerindeki penetrasyonun analizi (Yüksek Lisans Tezi, Başkent Üniversitesi Sosyal Bilimler Enstitüsü).
• Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading: Addison-Wesley.
• Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90.
• George, J. (2002). Influences on the intent to make internet purchases. Internet Research, 12(2), 165-180.
• Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer Trust in an Internet Store. Information Technology and Management, 1, 45-71.
• Kalaycı, Ş. (2016). SPSS uygulamalı çok değişkenli istatistik teknikleri. (7. Baskı). Ankara: Asil Yayın Dağıtım.
• Kim, C., Tao, W., Shin, N., & Kim, K. (2010). An Empirical Study of Customers' Perception of Security and Trust in E-payment Systems. Electronic Commerce Research and Applications, 9, 84-95.
• Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems, 19, 283-311.
• Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value- based Adoption of Mobile Internet:An Empirical Investigation. Decision Support Systems, 43, 111-126.
• Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press.
• Klein, L., & Ford, G. (2003). Consumer search for information in the digital age: an empirical study of pre-purchase search for automobiles. Journal of Interactive Marketing, 13(3), 29-49.
• Laforet, S., & Li, X. (2005). Consumers’ attitudes towards online and mobile banking in China. International Journal of Bank Marketing, 23(5), 362-380.
• Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5), 385-392.
• Lee, K., Lee, H., & Kim, S. (2007). Factors Influencing the Adoption Behavior of Mobile Banking: A South Korean perspective. Journal of Internet Banking and Commerce, 12(2), 1-9.
• Leech,N. L., Barrett,K. C. & Morgan,G. A.(2005). SPSS for intermediate statistics use and interpretation. NJ: Lawrence Erlbaum.
• Li, Y., & Huang, J. (2009). Applying Theory of Perceived Risk and Technology Acceptance Model in the Online Shopping Channel. Proceedings of World Academy of Science, Engineering and Technology, (s. 2070-3740).
• Littler, D., & Melanthiou, D. (2006). Consumer perceptions of risk and uncertainty and the implications for behaviour towards innovative retail services: the case of internet banking. Journal of Retailing Consumer Service, 13(6), 431-443.
• Liu, X., & Wei, K. K. (2003). An empirical study of product differences in consumers’ e-commerce adoption behavior. Electronic Commerce Research and Applications, 2(5), 229-239.
• Marketing Türkiye. (2017, Kasım 2). Türkiye’nin ilk mobil bankacılık uygulaması İşCep 10 yaşında! Marketing Türkiye. https://www.marketingturkiye.com.tr/haberler/iscep-10-yasinda/ adresinden alındı
• MacCallum, R. C., Widaman, K. F., Preacher, K. J., & Hong, S. (2001). Sample size in factor analysis: the role of model error. Multivariate Behavioral Research, 36(4), 611-637.
• Malhotra, N. K. (2010). Marketing Research An Applied Orientation (6. b.). New Jersey: Pearson.
• Masrek, M., Mohamed, I., Daud, N., & Omar, N. (2014). Technology Trust and Mobile Banking Satisfaction: A Case of Malaysian Consumers. Procedia - Social and Behavioral Sciences, 129, 53-58.
• Nunnally, J. C. (1978). Psychometric theory. New York: McGraw Hill.
• Pavlou, P. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 17(3), 101-134.
• Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding Consumer Acceptance of Mobile Payment Services: An Empirical Analysis. Electronic Commerce Research and Applications, 9, 209-216.
• Schutz, R. W. & Gessaroli, M. E. (1993). Use, misuse and abuse of psychometrics in sport psychology research. Handbook of research on sport psychology, 901-917.
• Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: a literature review. Telematics and Informatics, 32(1), 129-142.
• Shin, D. H. (2009). Towards an Understanding of the Consumer Acceptance of Mobile Wallet. Computers in Human Behavior, 25, 1343-1354.
• Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5). Boston, MA: Pearson.
• Taylor, S., & Todd, P. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information System Research, 6(2), 144-176.
• Tekeli, E. (2018, Temmuz 17). İnternet Bankacılığı ve Mobil Bankacılığın Tarihsel Gelişimi. Glokal Web. https://www.glokalweb.com/yazi-internet-bankaciligi-ve-mobil-bankaciligin-tarihsel-gelisimi adresinden alındı
• Triandis, H. C. (1979). Values, Attitudes, and Interpersonal Behavior . Nebraska Symposium on Motivation 1979: Beliefs, Attitudes, and Values (s. 195-259). Lincoln: University of Nebraska Press.
• Türkiye Bankalar Birliği. (2019). Dijital, İnternet ve Mobil Bankacılık İstatistikleri, Mart 2019. Türkiye Bankalar Birliği. https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1137/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Mart_2019.pdf adresinden alındı
• Türkiye Bankalar Birliği. (2020). Dijital, İnternet ve Mobil Bankacılık İstatistikleri, Mart 2020. Türkiye Bankalar Birliği. https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1289/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Mart_2020.pdf adresinden alındı
• van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48.
• Vankatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342-365.
• Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
• Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 425-478.
• Vijayasarathy, L. R., & Jones, J. M. (2000). Print and internet catalog shopping: Assessing attitudes and intentions. Internet Research, 10(3), 191-202.
• Zhou, T. (2011a). An empirical examination of initial trust in mobile banking. Internet Research, 21(5), 527-540.
• Zhou, T. (2011b). The Effect on Initial Trust on User Adoption of Mobile Payment. Information Development, 27(4), 290-300.
• Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to Explain Mobile Banking User Adoption. Computers in Human Behavior, 26, 760–767.
• Zmijewska, A., Lawrence, E., & Steele, R. (2004). Towards Understanding of Factors Influencing User Acceptance of Mobile Payment Systems. IADIS InternationalConference on WWW/Internet (s. 220-277). Madrid: IADIS.