Talha BAYIR

COVID-19 (Koronavirüs) Salgını Sürecinde Mobil Ödeme Sistemlerinin Algılanan Risk,Algılanan Güven ve Kullanma Niyeti Üzerine Bir Araştırma

Amaç – Mobil alışveriş uygulamaları üzerinden gerçekleştirilen ödeme işlemlerine ilişkin belirsizlikler,tüketicilerin algılanan risk, algılanan güven ve kullanma niyetlerini etkilemektedir. Özellikle, COVID-19salgını nedeniyle mobil alışveriş uygulamaları üzerinden gerçekleştirilen ödemelere ilişkin artan işlemhacimleri, tüketicileri daha da kaygılandırmaktadır. Bu çalışmanın amacı, günümüz dijital çağındatüketiciler tarafından sıklıkla kullanılmaya başlanan mobil ödemelere ilişkin, algılanan risk, algılanangüven ve kullanma niyetlerini belirlemektir. Ayrıca, katılımcıların bu değişkenlere ilişkindeğerlendirmeleri, sosyo-demografik özellikleri nezdinde karşılaştırmalı olarak sunulmuştur. Böylelikle,COVID-19 salgını katılımcıların mobil ödemelere ilişkin algılarındaki değişimler gözlemlenmiş olacaktır. Yöntem – Araştırma verilerinin toplanmasında, çevrimiçi anket yönteminden faydalanılmıştır.Araştırmanın evrenini, Türkiye de ikamet eden mobil alışveriş uygulamaları kullanıcılarıoluşturmaktadır. Örneklem kitlesini, basit (tesadüfi) örnekleme yöntemi ile seçilen, 434 mobil alışverişkullanıcısı oluşturmaktadır. Araştırma verilerinin analizinde öncelikle, geçerlilik ve güvenilirlik analizleriyapılmıştır. Daha sonra, doğrulayıcı faktör analizi (DFA) gerçekleştirilmiştir. Son olarak ise, ANOVA vet-testi analizi uygulanmıştır. Bulgular – Araştırma analizleri neticesinde, algılanan risk, algılanan güven ve kullanma niyetinin; mobilödeme kullanma sıklığı, mobil ödeme sistem tercihi, yaş, cinsiyet, eğitim durumu ve gelir durumuna görefarklılaştığı tespit edilmiştir.Tartışma – Araştırma bulgularına göre, farklı demografik özelliklere sahip kullanıcıların, algılamalarındada farklılıklarının olabileceği sonucuna varılmıştır. Bu doğrultuda, Türkiye’de mobil ödemelere ilişkinpazarlama stratejilerin belirlenmesi konusunda; cinsiyet, yaş, gelir ve eğitim durumu gibi farklılıklarasahip kullanıcılar için farklı iletişim yöntemlerinin ve araçlarının kullanılması, işletmeler açısından faydalıolacaktır.

A Research on the Risk, Trust and Intention to Use of Mobile Payment Systems During the COVID-19 (Coronavirus) Pandemic

Purpose – Uncertainties regarding payment transactions performed through mobile shoppingapplications affect the perceived risk, perceived trust and usage intentions of consumers. In particular, theincreasing transaction volumes for payments made through mobile shopping applications due to theCOVID-19 pandemic make consumers even more worried. The purpose of this study is to determine theperceived risk, perceived trust and usage intentions regarding mobile payments, which are frequentlyused by consumers in today's digital age. In addition, the evaluations of the participants regarding thesevariables are presented comparatively in terms of their socio-demographic characteristics. Thus, changesin participants' perception of mobile payments will be observed during the COVID-19 pandemic.Design/Method/Approach – The online survey method was used to collect the research data. Theuniverse of the research consists of mobile shopping applications users residing in Turkey. The samplepopulation of the research consists of 434 mobile shopping users selected by simple (random) samplingmethod. In the analysis of the research data, first of all, validity and reliability analyzes were made.Subsequently, confirmatory factor analysis (CFA) was performed. Finally, ANOVA and t-test analysiswere applied.Findings – As a result of the research analysis, perceived risk, perceived trust and intention to use; it hasbeen detected that the frequency of mobile payment usage differentiates according to mobile paymentsystem preference, age, gender, education level and income level. Discussion – According to the research findings, it was concluded that users with different demographiccharacteristics may also have differences in their perceptions. In this direction, will be beneficial forbusinesses to use different communication methods and tools for users with differences such as gender,age, income and education level in determining the marketing strategies for mobile payments in Turkey.

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