TÜKETİCİ YENİLİKÇİLİĞİ VE DAVRANIŞSAL NİYETLER ARASINDAKİ İLİŞKİDE SİSTEME GÜVEN VE ALGILANAN RİSKİN DÜZENLEYİCİ ETKİSİ: INSTAGRAM DÜKKÂN UYGULAMASINA YÖNELİK BİR ARAŞTIRMA

Bu çalışmanın temel amacı, tüketici yenilikçiliğinin Instagram-Dükkân sistemine yönelik davranışsal niyetler üzerindeki etkisini belirlemektir. Bunun yanı sıra, tüketici yenilikçiliği ile davranışsal niyetler arasında algılanan risk ve sisteme güven değişkenlerinin düzenleyici etkilerinin olup olmadığı incelenmiştir. Bu değişkenlerden oluşan bir model kurulmuştur. Çalışmada, Instagram, sosyal medya ortamında yapılan ve Instagram-Dükkân olarak isimlendirilen yeni bir uygulama olarak dikkate alınmış ve ilgili değişkenler bu kapsamda değerlendirilmiştir. İstanbul’da yaşayan, Instagram kullanan ve Instagram-Dükkân hakkında bilgisi olan 300 kişi ile görüşülmüştür. Hipotezlerin testinde yapısal eşitlik modellemesi ve düzenleyici etki analizleri yapılmıştır. Yapılan analizler sonucunda, tüketici yenilikçiliğinin hedonik ve fonksiyonel boyutlarının davranışsal niyetler üzerinde etkili olduğu sonucuna ulaşılmıştır. Ayrıca, hedonik yenilikçilik ile davranışsal niyetler arasında algılanan risk ve sisteme güven değişkenlerinin düzenleyici etkiye sahip olduğu belirlenmiştir

Anahtar Kelimeler:

Tüketici Yenilikçiliği, Algılanan Risk, Sisteme Güven, Düzenleyici Etki

THE MODERATOR EFFECTS OF TRUST TO SYSTEM AND PERCEIVED RISK ON THE RELATIONSHIP BETWEEN CONSUMER INNOVATON AND BEHAVIOURAL INTENTIONS: A STUDY TOWARD INSTAGRAM-SHOP APPLICATON

The main purpose of this study is to determine the effect of consumer innovativeness on behavioral intentions towards the Instagram-Shop system. In addition, it examines whether there are moderator effects on perceived risk and systemic trust between consumer innovation and behavioral intentions. A model of these variables has been established. In the study, Instagram was considered as a new application made in the social media environment and named as Instagram-Shop, and the related variables were evaluated within this scope. 300 people living in Istanbul, using Instagram and having information about the InstagramShop were interviewed. Structural Equation Modeling and moderator effect analyzes were conducted in the hypothesis testing. As a result of the analysis made, it is concluded that the hedonic and functional dimensions of consumer innovativeness have an effect on behavioral intentions. In addition, it has been determined that hedonic innovation and perceived risk between behavioral intentions and systemic trust variables have moderator effect

Keywords:

Consumer Innovativeness, Perceived Risk, Trust To System, Moderator Effect,

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