Işıl EREM, Hasan Hüseyin CEYLAN, Erhan GENÇ

Tüketicilerin internet bankacılığını benimsemesini etkileyen faktörlerin yapısal eşitlik modeli ile araştırılması

Son dönemlerin en önemli teknolojik gelişmelerinden biri olan internet sayesinde bankalar, pek çok hizmeti zaman ve mekan sınırlaması olmadan müşterilerine sunma imkanına kavuşmuştur. Ancak hala pek çok banka müşterisinin farklı nedenlerle internet banka- cılığını tercih etmemiş olması, müşterilerin internet bankacılığını benimsemesini etkileyen faktörlerin araştırılmasının önemini artırmaktadır. Bu çalışma- da bireysel bankacılık müşterilerinin internet ban- kacılığını benimsemesini etkileyen faktörler, Teknoloji Kabul Modeli temel alınarak Lisrel 8,51 programında yapısal eşitlik modeli ile araştırılmıştır. Çalışma mo- deli, Teknoloji Kabul Modeline algılanan risk değiş- keni eklenerek oluşturulmuştur. Çalışma modelinin yapısal eşitlik modellemesi ile yapılan analizi sonu- cunda; tüketicilerin internet bankacılığına ilişkin kullanım kolaylığı ve fayda algılarının, internet bankacılığını kullanma niyetlerine olan etkisinin in- ternet bankacılığına dönük tutumlarının aracılığı ile gerçekleştiği sonucuna ulaşılmıştır. Ayrıca çalışmada tüketicilerin internet bankacılığına ilişkin algıladık- ları riskin internet bankacılığını kullanım niyetlerini hem internet bankacılığına yönelik tutumları aracılı- ğıyla hem de doğrudan etkilediği tespit edilmiştir. Ça- lışmada elde edilen bulgular doğrultusunda internet bankacılığının daha fazla tüketici tarafından benim- senmesine yönelik öneriler sunulmuştur.

Evaluating the factors affecting the ınternet banking adoption of consumers using structural equation model

Banks find an opportunity to provide several services without time and place limitation by means of internet one of the most important technological developments. But the fact that many bank customers haven’t prefer- red internet banking yet due to the different reasons increases the significance of investigating the factors as to the internet banking adoption of bank customers. In this study, the individual bank customers’ internet ban- king adoption has been analyzed by structural equation model based upon the Technology Acceptance Model. The model has been generated by adding the perceived risk variable. According to the results of analysis, it has been seen that the ease of use and utility percep- tion of bank customers depend on their attitudes and intentions toward internet banking. Also, the findings have showed that the risk which bank customers per- ceive toward internet banking affects their intentions of use both directly and by way of their attitudes toward internet banking. In the light of the obtained findings, several suggestions have been made for adopting the in- ternet banking by much more customers.

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