Mobil Cüzdan Kullanım Niyeti ve Kişisel Yenilikçiliğin Aracılık Etkis

Bu araştırmanın amacı kullanımları dünya genelinde hızla yaygınlaşmakta olan mobil ödeme sistemlerini kullanma niyetleri üzerine etki eden faktörlerin belirlen- mesi ve kişisel yenilikçiliğin bu ilişkiler üzerindeki aracılık etkisinin incelenmesi- dir. Araştırma Türkiye’de faaliyet gösteren telekomünikasyon operatörlerinden bi- rinin mobil ödeme uygulaması olan mobil cüzdan özelinde yürütülmüştür. Mobil operatörün ilgili mobil cüzdan uygulamasını indiren kullanıcılar arasında tesadüfi örnekleme yoluyla seçilen kişiler üzerinde araştırma gerçekleştirilmiştir. Bilgisa- yar destekli telefon görüşmesi (CATI) yöntemiyle toplanan 667 cevaptan kullanı- lamayacak durumda olanlar elenerek 640 tanesi analize tabi tutulmuştur. Yüksek kişisel yenilikçilik ve düşük kişisel yenilikçiliğe sahip iki gruba ayrılan örneklem ve ilgili teorilerden türetilen model en küçük kareler yapısal eşitlik modellemesiy- le analiz edilmiştir. İki grup için de algılanan faydanın mobil ödeme kullanma ni- yetine en fazla etkide bulunduğu görülmektedir. Ayrıca kullanım kolaylığının sağ- lanması ve güvenlik çekincelerini azaltabilecek iletişim faaliyetlerinin gerçekleş- tirilmesi kullanma niyetini iyileştirecektir. Kişisel yenilikçiliğe göre ayrılan iki grup içerisinde kullanma niyeti oluşumunun yapısal olarak birbirlerine oldukça benzer biçimde ortaya çıktığı görülmüştür. Diğer taraftan yüksek yenilikçiliğe sahip gru- bun düşük yenilikçiliğe sahip gruba göre mobil ödeme sistemi kullanma niyetinin ve niyete etki eden tüm algısal faktörlerin birbirlerinden anlamlı bir biçimde fark- lılaştığı görülmektedir

Mobile Payment Use Intentions and the Impact of Personal Innovativeness as a Moderator

This study aims to understand the factors contributing to intention to use mobile payment systems and to test the moderating role of personal innovation between use intention and its antecedents. The research was carried out focusing on one of major mobile network operators’ mobile wallet applications in Turkey. Compu- ter aided telephone interview (CATI) was used to collect data from the subscri- bers by stratified random sampling. A total of 667 questionnaires were collected from users of the mobile wallet application, which was filtered down to 640 af- ter an initial screening. The data were grouped into two using personal innovati- veness factor scores to arrive at a group with high personal innovativeness and another with low innovativeness. The data were then analyzed using partial le- ast squares structural equation modeling. The findings indicate that the most im- portant factor for both groups in affecting use intentions is perceived usefulness. In addition, establishing ease of use and improving the perceived security of the system helps in improving use intentions. The path models that appear as a re- sult of the analysis were very similar to each other among the two sample gro- ups. On the other hand, the use intentions and all the related antecedents were significantly different between the groups.

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