Süleyman ÇAVUŞOĞLU, Gül Banu DAYANÇ KIYAT

Tüketicilerin mobil (TV) uygulamalara karşı tutumlarının davranışsal niyetleri üzerindeki etkisi

Bu çalışma, tüketicilerin video akış içeren mobil (TV) uygulamalara karşı olan tutumlarının, kullanmaya yönelik davranışsal niyetlerine etkisini açıklamak amacıyla gerçekleştirilmiştir. Verilerin elde edilmesinde anket yöntemi kullanılmış ve mobil (TV) uygulama kullanan 537 kişiden oluşan örneklem verilerine ulaşılmıştır. Elde edilen verilerin testi SPSS ve AMOS analiz programları ile yapılmıştır. Araştırmada elde edilen bulgu ve analizler neticesinde mobil (TV) uygulamaların, kullanıcılar üzerinde kullanım kolaylığı ve fayda algısı oluşturduğu, kullanmaya yönelik tutumun ise davranışsal niyet üzerinde pozitif yönde ve oldukça güçlü bir etkisi olduğu değerlendirilmektedir.

Anahtar Kelimeler:

Algılanan kullanım kolaylığı, Algılanan fayda, Tutum, Davranışsal niyet

The effect of consumers’ attitudes towards mobile (TV) applications on their behavioral intentions

This study was carried out to explain the effect of consumers' attitudes towards mobile (TV) applications containing video streaming on their behavioral intention to use. The survey method was used to obtain the data and the sample group of the study consisted of 537 people using mobile (TV) application. The obtained data were tested with through SPSS and AMOS analysis programs. As a result of the findings and analyses in the study, it was revealed that mobile (TV) applications create ease of use and benefit perception on users, and the attitudes towards their use has a positive and very strong effect on behavioral intention.

Keywords:

Perceived ease of use, Perceived usefulness, Attitude, Behavioral intention,

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