Tüketicilerin Perakende Alışverişlerinde Ürün ve Fiyat Bilgisi Toplamak Amacıyla Akıllı Telefon Kullanımına Yönelik Tutum ve Niyetlerinin Belirlenmesi

Günümüzde mobil internet ve mobil teknolojilerde yaşanan gelişmelere paralel olarak artık cep telefonları bir çok online işlemi istenilen yer ve zamanda gerçekleştirebilen birer cep bilgisayarları haline gelmiştir. Teknoloji Kabul Modeli'nden (TKM) hareketle algılanan kullanım kolaylığı ve algılanan faydanın tüketicilerin akıllı telefon kullanımına yönelik tutumlarını olumlu yönde etkileyeceği varsayılmıştır. Oluşacak bu tutumların da satın alma niyeti üzerinde etkisinin olup olmadığı araştırılmak istenmiştir. Bu amaçla kurulan modelin test edilmesi için kolayda örnekleme yöntemiyle elde edilen 210 anket analize tabi tutularak tanımlayıcı istatistikler, açıklayıcı ve doğrulayıcı faktör analizleri ile güvenirlilik analizleri yapılarak yapısal model test edilmiştir. Analizler sonucunda tüketicilerin alışverişlerinde akıllı telefonları üzerinden rahat ve kolay bir şekilde ürün ve fiyat bilgisi toplayabilmesi ve bunu da faydalı bulmaları kullanımına yönelik olumlu tutumlar geliştirmelerini sağlamıştır. Oluşan bu olumlu tutumlar da ürün ve fiyat bilgisi toplamak amacıyla akıllı telefon kullanımına yönelik niyetleri pozitif etkilemektedir.

Determinatıon of Consumers’ Attitudes and Intentions About Smart Phone Usage at Product and Price Search in Retail Shopping

Today in parallel with the developments in internet and mobile technologies, mobile phones became pocket computers that can perform many online transactions at desired time and place. Accordingly with Technology Acceptance Model (TAM), it is assumed that the perceived ease of use and perceived utility will positively affect consumers' attitudes towards smartphone use. It is also investigated whether these attitudes have an effect on the purchase intention. In order to test the model constructed for this purpose, 210 questionnaires obtained by easy sampling method were analyzed. The structural model was tested by descriptive statistics, explanatory and confirmatory factor analysis and reliability analysis. As a result of the analyzes, ease of use of smart phones in collecting product and price information through smartphones during retail shopping and perceived utility from this process have developed positive attitudes at consumers towards the use of mobil phones. These positive attitudes also positively influenced purchase intentions.

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