İnternet Üzerinden Alışveriş Niyetini Etkileyen Faktörlerin Genişletilmiş Teknoloji Kabul Modeli Kullanarak İncelenmesi Ve Bir Model Önerisi (An Investigation And A Model Suggestion For Factors Affecting Online Shopping Intention Using Extended Technology

Öz İşletmeler için müşterilere ulaşmada internetin kullanımı giderek daha fazla cazip hale gelmektedir. TÜİK’in 2014 Ağustos’ta yayınladığı Hanehalkı Bilişim Teknolojileri Kullanım Araştırması sonuçlarına göre İnternet kullanan bireylerin internet üzerinden kişisel kullanım amacıyla mal veya hizmet siparişi verme ya da satın alma oranı %30,8 olmuştur. İnternet kanalıyla mal ve hizmet satan işletmelere, müşterilerin alışveriş niyetini etkileyen faktörler hakkında yol gösterici olmak giderek daha çok önem kazanmaktadır. Bu nedenle çalışma, internet üzerinden alışveriş yapan tüketicilerin niyetini etkileyen faktörler için, 1989 yılında Davis tarafından geliştirilen Teknoloji Kabul Modeli’nden (TKM) yola çıkmıştır. Bu araştırma, internet kullanan toplam 680 kişiden elde edilen verilerle, online alışveriş niyetini etkileyen faktörleri, Yapısal Eşitlik Modellemesi kullanarak incelemiştir. Algılanan kullanım kolaylığı, algılanan kullanışlılık, algılanan haz, tutum ve niyetin yanı sıra modelde algılanan bilgi kalitesi, algılanan sistem kalitesi, algılanan hizmet kalitesi, mağaza bilinirliği, güven ve öznel norm değişkenlerine de yer verilmiştir. Önerilen model, yeterli uyum iyiliği değerlerini vermiştir. Araştırmanın bulgularına göre öznel norm hariç olmak üzere modelde kullanılan tüm değişkenler arasındaki yol katsayıları anlamlıdır. Çalışmaya göre, öznel norm, tüketicilerin online alışveriş niyetini belirlemede rol oynamamaktadır.The usage of internet while reaching to customers is getting more attractive day by day to firms. According to the TurkStat results of consumers information technology usage report that published in August 2014, individual internet users orders or buyings rate for their own usage was %30,8. It is getting more important today to help firms that are selling goods and services online, understand the buying intensions of internet consumers. Therefore, in order to understand those intensions, this study inspired from Technology Acceptance Model (TAM) which was developed by Davis in 1989. The data used in this research is gathered from a sample of 680 internet users and with the help of the relevant theory, the factors affecting online shopping intention are analyzed by structural equation modelling. In addition to perceived ease of use, perceived usefulness, perceived enjoyment, attitude and intention, information quality, perceived system quality, perceived service quality, store familiarity, trust and subjective norm variables are also used in the model. The proposed model submitted sufficient goodness of fit values. According to the findings of the research, it can be said that except of subjective norm, all other path coefficients between variables are significant. Subjective norm does not play any role in determining the consumers online shopping intention.

___

Ahn, T., Ryu, S., & Han, I. (2004). The Impact of The Online and Offline Features On The User Acceptance of Internet Shopping Malls. Electronic Commerce Research and Applications, 3(4), 405–420. http://doi.org/10.1016/j.elerap.2004.05.001

Ahn, T., Ryu, S., & Han, I. (2007). The Impact of Web Quality and Playfulness On User Acceptance of Online Retailing. Information & Management, 44(3), 263–275. http://doi.org/10.1016/j.im.2006.12.008

Ajzen, I. (1985). From Intention to Actions: A Theory of Planned Behavior, In: J. Kuhl, J. Bechmand (Eds.), Action Control: From Cognition to Behavior, Springer, New York.

Alan, M. A. (2002). Elektronik Ticaret ve İşletmeden Tüketiciye (B2C) Modeli Uygulaması. (Doktora Tezi, Cumhuriyet Üniversitesi, Sosyal Bilimler Enstitüsü).

-

Yönetim ve Ekonomi 22/2 (2015) 355-384

Atalar, G. (2012). Online Alışveriş Yönelimlerı̇ Ve Sanal Mağaza Atmosferı̇. (Yüksek Lisans Tezi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü ,).

Barutçu, S. (2008). İnternet Tabanlı Tedarik Zinciri Yönetimi (Denizli Tekstil İşletmelerinin İnternet Tabanlı Tedarik Zinciri Yönetiminden Yararlanma Durumuna Yönelik Bir Araştırma).

Bhattacherjee, A. (2001). An Empirical Analysis of The Antecedents of Electronic Commerce Service Continuance. Decision Support Systems, 32(2), 201–214. http://doi.org/10.1016/S0167-9236(01)00111-7

Burton-Jones, A., & Hubona, G. S. (2006). The Mediation of External Variables In The Technology Acceptance Model. Information & Management, 43(6), 706–717. http://doi.org/10.1016/j.im.2006.03.007

Çakır, M. (2012). Development and Validation of B2c E-Commerce Adoption Model: An Empirical Investigation Using Structural Equation Modeling and Interpretative Phenomenological Analyses. (Doctor of Philosophy, The Graduate School of Informatics of The Middle East Technical University).

Çelik, H. E. (2009). Yapısal Eşitlik Modellemesi Ve Bir Uygulama: Genişletilmiş Online Alışveriş Kabul Modeli. (Doktora Tezi, Eskişehir Osmangazi Üniversitesi Fen Bilimleri Enstitüsü).

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and Utilitarian Motivations For Online Retail Shopping Behavior. Journal of Retailing, 77(4), 511–535. http://doi.org/10.1016/S0022-4359(01)00056-2

Chiu, C.-M., Chang, C.-C., Cheng, H.-L., & Fang, Y.-H. (2009). Determinants of Customer Repurchase Intention In Online Shopping. Online Information Review, 33(4), 761–784. http://doi.org/10.1108/14684520910985710

Chiu, C.-M., Lin, H.-Y., Sun, S.-Y., & Hsu, M.-H. (2009). Understanding Customers’ Loyalty Intentions Towards Online Shopping: An Integration of Technology Acceptance Model and Fairness Theory. Behaviour & Information Technology, 28(4), 347–360. http://doi.org/10.1080/01449290801892492

Cho, S. E. (2010). Perceived Risks and Customer Needs of Geographical Accessibility In Electronic Commerce. Electronic Commerce Research and Applications, 9(6), 495-506.

Choi, G., & Chung, H. (2013). Applying the Technology Acceptance Model to Social Networking Sites (SNS): Impact of Subjective Norm and Social Capital on the Acceptance of SNS. International Journal of Human-Computer Interaction, 29(10), 619–628. http://doi.org/10.1080/10447318.2012.756333

Çokluk, Ö., Şekercioğlu, G. & Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları. Pegem Akademi Yayıncılık, Ankara.

Comegys, C., Hannula, M., & Váisánen, J. (2009). Effects of Consumer Trust and Risk On Online Purchase Decision-Making: A Comparison of Finnish and United States Students. International Journal of Management, 26(2), 295.

Cooper, M. R & Schindler, P. S. (1998). Business Research Methods Singapore: McGraw-Hill International Editions.

Crisostomo, E. A. (2007). Pacific Islanders and Internet Shopping: Perceived Usefulness, Internet Usage, Demographics, and Likelihood to Shop Online. (Texas Woman's University).

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, 319-340.

Davis, F. D., & Venkatesh, V. (1996). A Critical Assessment of Potential Measurement Biases In The Technology Acceptance Model: Three Experiments. International Journal of Human-Computer Studies, 45(1), 19–45. http://doi.org/10.1006/ijhc.1996.0040

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers In The Workplace. Journal of applied social psychology, 22(14), 1111-1132.

Deeter‐Schmelz, D. R., Bizzari, A., Graham, R., & Howdyshell, C. (2001). Business‐to‐Business Online Purchasing: Suppliers' Impact On Buyers' Adoption and Usage Intent. Journal of Supply Chain Management, 37(4), 4-10.

Delone, W. H., & McLean, E. R. (2003). The Delone and Mclean Model of Information Systems Success: A Ten-Year Update. Journal of management information systems, 19(4), 9-30.

-

C. Yılmaz & A. Tümtürk / İnternet Üzerinden Alışveriş Niyetini Etkileyen Faktörlerin Genişletilmiş

Teknoloji Kabul Modeli Kullanarak İncelenmesi Ve Bir Model Önerisi

Delone, W. H., & Mclean, E. R. (2004). Measuring E-Commerce Success: Applying The Delone & Mclean Information Systems Success Model. International Journal of Electronic Commerce, 9(1), 31-47.

Eighmey, J., & McCord, L. (1998). Adding Value In The Information Age: Uses and Gratifications of Sites On The World Wide Web. Journal of business research, 41(3), 187-194.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison Wesley.

Flick K., L. (2009). Assessing Consumer Acceptance of Online Shopping: Examining Factors Affecting Purchase Intentions. (Doctor of Phılosophy, Northcentral University).

Gefen, D., & Straub, D. W. (2000). The Relative Importance of Perceived Ease of Use In IS Adoption: A Study of E-Commerce Adoption. Journal of the Association for Information Systems, 1(1), 8.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM In Online Shopping: An Integrated Model. MIS quarterly, 27(1), 51-90.

Ha, S., & Stoel, L. (2009). Consumer E-Shopping Acceptance: Antecedents In a Technology Acceptance Model. Journal of Business Research, 62(5), 565–571. http://doi.org/10.1016/j.jbusres.2008.06.016

Hair, J. F., Rober P. B. & David J. Ortinau. (2003) Marketing Research. Boston, MA: McGraw-Hill.

Hair, J. R, Anderson, R. E., Tatham R. L. & Black, W.C. (1998). Multivariate Data Analysis (5th edition). New Jersey: Prentice Hall International Inc.

Hansen, T. (2006). Determinants of Consumers’ Repeat Online Buying of Groceries. The International Review of Retail, Distribution and Consumer Research, 16(1), 93–114. http://doi.org/10.1080/09593960500453617

Hausman, A. V., & Siekpe, J. S. (2009). The Effect of Web Interface Features On Consumer Online Purchase Intentions. Journal of Business Research, 62(1), 5–13. http://doi.org/10.1016/j.jbusres.2008.01.018

Hui, T. K., & Wan, D. (2007). Factors Affecting Internet Shopping Behaviour In Singapore: Gender and Educational Issues. International Journal of Consumer Studies, 31(3), 310-316.

Hur, Y. (2007). Determinants of Sport Website Acceptance: An Application and Extension of The Technology Acceptance Model (Doctoral dissertation, Washington State University).

Igbaria, M., Schiffman, S. J., & Wieckowski, T. J. (1994). The Respective Roles of Perceived Usefulness and Perceived Fun In The Acceptance of Microcomputer Technology. Behaviour & Information Technology, 13(6), 349-361.

İşler, D. B. 2008. Rekabetçi Avantaj Yaratma Çerçevesinde Kobi’lerde E-Ticaret Ve E-Ticaretin Stratejik Kullanımı. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, C.13, S.3 S.277-291.

Jairak, K., Praneetpolgrang, P., & Mekhabunchakij, K. (2009, December). An Acceptance of Mobile Learning For Higher Education Students In Thailand. InSixth International Conference on eLearning for Knowledge-Based Society, Thailand (Vol. 17, No. 18, pp. 361-368).

Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer Reactions to Electronic Shopping On The World Wide Web. International Journal of electronic commerce, 59-88.

Jöreskog, K. G & Sörbom, D. (1993). LISREL8: User’s Reference Guide. Chicago, IL: Scientific Software Inc.

Kartavianus, O., & Napitupulu, T. A. (2012). Determining Factors on Purchasing Decision Through E-Commerce: a Structural Equations Modelling Framework. Procedia Engineering, 50(Icasce), 463–473. http://doi.org/10.1016/j.proeng.2012.10.052

Kayabaşı, A. (2010). Elektronik (online) Alışverişte Lojistik Faaliyetlere Yönelik Müşteri Şikayetlerinin Analizi ve Bir Alan Araştırması. İşletme Araştırmaları Dergisi 2/2, pp. 21-42

Keat, T. K., & Mohan, A. (2004). Integration of TAM Based Electronic Commerce Models For Trust. Journal of American Academy of Business, 5(1/2), 404-410.

-

Khalifa, M., & Liu, V. (2007). Online Consumer Retention: Contingent Effects of Online Shopping Habit and Online Shopping Experience. European Journal of Information Systems, 16(6), 780-792.

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. http://doi.org/10.1016/j.dss.2007.07.001

Kim, D., & Benbasat, I. (2003). Trust-Related Arguments in Internet Stores: A Framework for Evaluation. J. Electron. Commerce Res., 4(2), 49-64.

Kim, J., (2006). Sensory Enablıng Technology Acceptance Model (Se-Tam): The Usage of Sensory Enablıng Technologıes For Onlıne Apparel Shoppıng. (Doctor of Philosophy, Auburn University).

Kim, J., Fiore, A. M., & Lee, H.-H. (2007). Influences of Online Store Perception, Shopping Enjoyment, and Shopping Involvement On Consumer Patronage Behavior Towards an Online Retailer. Journal of Retailing and Consumer Services, 14(2), 95–107. http://doi.org/10.1016/j.jretconser.2006.05.001

Koçak, O. (2004). Elektronik Ticaret Ve Çalışma Hayatına Etkisi. (Doktora Tezi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü).

Koufaris, M. (2002). Applying The Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information systems research, 13(2), 205-223.

Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The Technology Acceptance Model and The World Wide Web. Decision support systems, 29(3), 269-282.

Lee, H.-H., & Chang, E. (2011). Consumer Attitudes Toward Online Mass Customization: An Application of Extended Technology Acceptance Model. Journal of Computer-Mediated Communication, 16(2), 171–200. http://doi.org/10.1111/j.1083-6101.2010.01530.x

Liao, Z., & Cheung, M. T. (2001). Internet-Based E-Shopping and Consumer Attitudes: An Empirical Study. Information & Management, 38(5), 299-306.

Lim, H. (2009). Geographical Implications of Online Shopping On Physical Distribution Networks. (State University of New York at Buffalo).

Limayem, M., Khalifa, M., & Frini, A. (2000). What Makes Consumers Buy From Internet? A Longitudinal Study of Online Shopping. Systems, Man and Cybernetics, Part A: Systems and Humans, IEEE Transactions on, 30(4), 421-432.

Lin, H.-F. (2007). Predicting Consumer Intentions to Shop Online: An Empirical Test of Competing Theories. Electronic Commerce Research and Applications, 6(4), 433–442. http://doi.org/10.1016/j.elerap.2007.02.002

Lu, X. L. (2007). Relationship Quality and Customer Loyalty in Internet Grocery Shopping in the UK. (Doctor of Philosophy of the Loughborough University).

Malhotra, N. K. & David F. B. (2003). Marketing Research: An Applied Orientation. in Essex: Pearson Education Limited.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of management review, 20(3), 709-734.

O’Cass, A., & Fenech, T. (2003). Web Retailing Adoption: Exploring The Nature of Internet Users Web Retailing Behaviour. Journal of Retailing and Consumer Services, 10(2), 81–94. http://doi.org/10.1016/S0969-6989(02)00004-8

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a Multiple-Item Scale For Assessing Electronic Service Quality. Journal of service research,7(3), 213-233.

Parboteeah, D. V. (2005). A Model of Online Impulse Buying. (Doctoral dissertation, Washington State University).

Park, J. J. (2003). Understandıng Consumer Intention to Shop Online: A Model Comparison. (Doctor of Philosophy, University of Missouri).

Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk With The Technology Acceptance Model. International journal of electronic commerce, 7(3), 101-134.

Qiu, L., & Li, D. (2008). Applying TAM in B2C E-Commerce Research: An Extended Model. Tsinghua Science & Technology, 13(3), 265-272.

-

C. Yılmaz & A. Tümtürk / İnternet Üzerinden Alışveriş Niyetini Etkileyen Faktörlerin Genişletilmiş

Teknoloji Kabul Modeli Kullanarak İncelenmesi Ve Bir Model Önerisi

Ranganathan, C., & Ganapathy, S. (2002). Key Dimensions of Business-to-Consumer Web Sites. Information & Management, 39(6), 457-465.

Roberts, B., & Mackay, M. (1998). IT Supporting Supplier Relationships: The Role of Electronic Commerce. European Journal of Purchasing & Supply Management, 4(2), 175-184.

Rowley, J. (2009). Online Branding Strategies of UK Fashion Retailers. Internet Research, 19(3), 348-369.

Santouridis, I., Trivellas, P., & Reklitis, P. (2009). Internet Service Quality and Customer Satisfaction: Examining Internet Banking In Greece. Total Quality Management, 20(2), 223-239.

Shih, H.-P. (2004). An Empirical Study On Predicting User Acceptance of E-Shopping On The Web. Information & Management, 41(3), 351–368. http://doi.org/10.1016/S0378-7206(03)00079-X

Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve Lisrel Uygulamaları. Ekinoks Yayınları, Ankara, 212 s.

Şimşek, S. (2012). Türkiye’de Elektronik Ticaret Ve E-Ticaretin Kobiler Üzerindeki Etkisi, (Yüksek Lisans Tezi, İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü).

Srinivasan, A. (1985). Alternative Measures of System Effectiveness: Associations and Implications. MIS quarterly, 243-253.

Straub, D., Keil, M., & Brenner, W. (1997). Testing The Technology Acceptance Model Across Cultures: A Three Country Study. Information & Management, 33(1), 1–11. http://doi.org/10.1016/S0378-7206(97)00026-8

Turan, A. H. (2011). İnternet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Planlı Davranış Teorisi (TPB) İle Ampirik Bir Test. Doğuş Üniversitesi Dergisi, 12(1), 128–143.

Turner, M., Kitchenham, B., Brereton, P., Charters, S., & Budgen, D. (2010). Does The Technology Acceptance Model Predict Actual Use? A Systematic Literature Review. Information and Software Technology, 52(5), 463–479. http://doi.org/10.1016/j.infsof.2009.11.005

van der Heijden, H., & Verhagen, T. (2004). Online Store Image: Conceptual Foundations and Empirical Measurement. Information & Management, 41(5), 609–617. http://doi.org/10.1016/j.im.2003.07.001

Venkatesh, V., & Davis, F. D. (1996). A Model of The Antecedents of Perceived Ease of Use: Development and Test*. Decision sciences, 27(3), 451-481.

Venkatesh, V., Davis, F. D. (2000). A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46, (2), pp. 186-204.

Venkatesh, V., Morris M. G. (2000). Why Don't Men Ever Stop to Ask For Directions? Gender, Social İnfluence, and Their Role İn Technology Acceptance and Usage Behavior. MIS quarterly, 115-139.

Vijayasarathy, L. R. (2004). Predicting Consumer Intentions to Use On-Line Shopping: The Case For an Augmented Technology Acceptance Model. Information & Management, 41(6), 747–762. http://doi.org/10.1016/j.im.2003.08.011

Visser, E. J., & Lanzendorf, M. (2004). Mobility and Accessibility Effects of B2C E‐Commerce: A Literature Review. Tijdschrift voor Economische en Sociale Geografie, 95(2), 189-205.

Wu, L., & Chen, J. L. (2005). An Extension of Trust and TAM Model With TPB In The Initial Adoption of On-Line Tax: An Empirical Study. International Journal of Human-Computer Studies, 62(6), 784-808.

Yeh, J. C., Hsiao, K. L., & Yang, W. N. (2012). A Study of Purchasing Behavior In Taiwan's Online Auction Websites: Effects of Uncertainty and Gender Differences. Internet Research, 22(1), 98-115.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the academy of marketing science, 30(4), 362-375.

http://www.census.gov/econ/estats/2010/2010reportfinal.pdf, Erişim tarihi: 23.11.2013

http://www.tuik.gov.tr, Erişim tarihi: 15.5.20

Yönetim ve Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi-Cover
  • ISSN: 1302-0064
  • Yayın Aralığı: Yılda 4 Sayı
  • Yayıncı: Manisa Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi
Sayıdaki Diğer Makaleler

Bölgesel Gelişmişlik Farklılıklarının Bir Sosyo-Ekonomik Politika Göstergesi Olan Sağlık Verileri Kapsamında Değerlendirilmesi: TRB1 Bölgesi Örneği(As A Socio-Economic Policy, Researching Regional Development Differences With Health Datas: TRB1 Region)

Ali GÖKBUNAR, Selim DURAMAZ

Manisa Gördes’de 2008-2014 Yılları Arasında Tarımsal Üretim-Fiyat İlişkisi(Crop Yield-Price Relation Between The Years 2008-2014 in Gordes, Manisa)

Uğur BİLGEN, Coşkun ÇILBANT

Obezite İle Mücadelede Bir Kamu Politikası Aracı Olarak Vergilerin Değerlendirilmesi

Alper DOĞAN, Ahmet UTKUSEVEN, Ramazan GÖKBUNAR

Giresun İlinin Kentsel Rekabet Gücünün DOKA Kapsamında İncelenmesi ve Değerlendirilmesi(Evaluating And Examing Urban Competitiviness Of Giresun ProvinceWithin The Scope Of Eastern Black Sea Development Agency)

Selçuk İPEK, Mehmet ÖKSÜZ

Effects Of Organizational Identification On Job Satisfaction: Moderating Role Of Organizational Politics

UFUK BAŞAR, Nejat BASIM

Enflasyon ve Nominal Faiz Oranı İlişkisi: Türkiye Örneği (2004-2013)(Relationship Between

Musa ATGÜR, Oğuzhan ALTAY

Defterdarlık Çalışanlarının Vergi Algıları: Afyonkarahisar Örneği

Harun CANSIZ

Örgütsel Özdeşleşmenin İş Tatmini Üzerindeki Etkisi: Örgütsel Politikanın Düzenleyici Rolü

Ufuk BAŞAR, Nejat BASIM

Tarımsal Mamullerde Lisanslı Depoculuk Sisteminin Rolü(The Role of The Licensed Warehousing System In Agricultural Products)

Salih MEMİŞ, Dilara KESKİN

Yerel Yönetimlerde Katılımcı Bütçeleme

Arman Zafer YALÇIN