E-Ticarette Mobil Alışveriş Uygulamalarını Kullanmaya Devam Etme Niyetinin Araştırılması: Genişletilmiş Teknoloji Kabul Modeli

Mobil pazarlama kapsamında yürütülen mobil alışveriş uygulamaları, tüketiciler tarafından oldukça çokkullanılmaktadır. Bu açıdan tüketicilerin mobil alışveriş uygulamalarını kullanmaya devam etmelerinietkileyen unsurların belirlenmesi, firmaların bu uygulamaları tüketicilerin ihtiyaçlarına göregeliştirebilmelerine olanak sağlayacaktır. Bu çalışmanın amacı, kullanılma sayısı her gün daha fazla artanmobil alışveriş olgusu ve tüketicilerin mobil alışverişi kullanmaya devam etmesini sağlayan faktörlerinincelenmesidir. Bu amaçla teknoloji kabul modeli (TAM) genişletilerek mobil alışverişe devam etmeniyetini etkileyen faktörler kapsamlı bir biçimde ele alınmıştır. Mobil alışverişi kullanmaya sebep olanfaktörler; algılanan kullanım kolaylığı, algılanan fayda, keyif alma, yaşam biçimine uygunluk,uygulamalara güven, mobil alışverişe yönelik olan tutum olarak saptanmıştır. Bu kapsamda 699 tüketiciyeanket uygulanmıştır. Elde edilen veriler R programı yardımıyla yapısal eşitlik modeli ile analiz edilmiştir.Bunun neticesinde algılanan kullanım kolaylığı, keyif alma, yaşam biçimine uygunluk, güven ve sosyalnorm faktörlerinin tutum üzerinde anlamlı ve pozitif bir etkisinin olduğu fakat algılanan faydanın tutumüzerinde anlamlı bir etkisinin olmadığı belirlenmiştir. Ayrıca mobil alışveriş uygulamalarını kullanmayayönelik tutumun, bu uygulamaları kullanmaya devam etme isteği üzerinde anlamlı ve pozitif bir etkisininolduğu belirlenmiştir.

Examination Of Intent To Continue Using Mobile Shopping Applications In ECommerce: Extended Technology Acceptance Model

Consumers widely use mobile shopping applications created within the scope of mobile marketing. In this respect, determining the factors that affect consumers' continued use of mobile shopping applications will enable companies to develop these applications according to the needs of consumers. This study aims to examine the increasingly widespread mobile shopping phenomenon and the factors that motivate consumers to continue using mobile shopping. For this purpose, this study expands the technology acceptance model (TAM) and comprehensively discusses the factors affecting the intention to continue mobile shopping. Factors enabling the use of mobile shopping are perceived ease of use, perceived usefulness, enjoyment, suitability to lifestyle, trust in applications, and attitude towards mobile shopping. In this context, a questionnaire was applied to 699 consumers. The obtained data were analyzed with the structural equation model using the R program. The factors of perceived ease of use, enjoyment, conformity to lifestyle, trust, and social norms have a significant and positive effect on attitude, but perceived usefulness has no significant effect on attitude. In addition, the attitude towards using mobile shopping applications has a significant and positive effect on the willingness to continue using these applications.

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