MOBİL BANKACILIK UYGULAMALARININ BENİMSENMESİNE YÖNELİK DAVRANIŞSAL NİYETLERİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Amaç: Bu çalışmada, mobil bankacılık uygulamalarının benimsenme oranının oldukça yüksek seviyelerde olduğu Türkiye’de, bu olumlu tablonun oluşmasında etkisi olabilecek faktörlerin tespit edilmesi amaçlanmıştır. Bu doğrultuda, çalışma kapsamında yürütülen anket çalışması, hali hazırda mobil bankacılık uygulamalarını kullanan bireylere uygulanmıştır. Yöntem: Çalışmada nicel araştırma yöntemi tercih edilmiş, oluşturulan araştırma modelinde yer alan değişkenlere ait ifadeler beşli likert tipi ölçekler aracılığıyla anket formu şeklinde katılımcıların değerlendirmesine sunulmuştur. Eksik veya tutarsız anketler değerlendirme dışı bırakıldıktan sonra nihai olarak 280 anket değerlendirmeye alınmıştır.Bulgular: Çalışmada, performans beklentisi, kolaylaştırıcı şartlar, kişisel yenilikçilik ve güven değişkenlerinin bireylerin mobil bankacılık uygulamalarının benimsenmesine yönelik davranışsal niyetlerini anlamlı bir şekilde etkilediği ortaya çıkartılmıştır. Çaba beklentisi ve sosyal etki değişkenlerinin ise niyet üzerinde anlamlı bir etkisi bulunamamıştır. Sonuç: Kullanıcıların mobil bankacılık uygulamaları ile bankacılık işlemlerini daha hızlı ve verimli bir şekilde gerçekleştirmeleri, uygulamaları kullanmak için gerekli bilgi ve imkânlara sahip olmaları, yeni teknolojileri deneme konusundaki isteklilikleri ve mobil bankacılığa duydukları güven, mobil bankacılık uygulamalarının benimsenmesini etkileyen en önemli faktörler olarak ön plana çıkmıştır.

Anahtar Kelimeler:

Mobil bankacılık kabulü ve kullanımı, Davranışsal niyet temelli teoriler, Anket Çalışması

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