PERAKENDECİLİK SEKTÖRÜNDE TÜKETİCİLERİN KASİYERSİZ KASALARA ADAPTASYONUNU ETKİLEYEN FAKTÖRLERİN İNCELENMESİ ÜZERİNE AMPİRİK BİR ÇALIŞMA

Kasiyersiz kasaları kullanmaya karşı birçok müşteri direnç göstermekte ve geleneksel ödeme yöntemlerini terk etmemektedir. Bu durum yeni teknolojilerin iş süreçlerine adaptasyonunu engellemekte ve yeni teknolojik yatırımların atıl kalmasına neden olmaktadır. Bu çalışmanın amacı, tüketicilerin kasiyersiz kasaları kullanımına ilişkin adaptasyonlarını etkileyen faktörleri, teknoloji kabul modeli temel alınarak incelemek ve açıklamaktır. Bu kapsamda, oluşturulan anketler 346 kişiye uygulanmış ve çalışma hipotezleri yapısal eşitlik modeli ile test edilmiştir. Ayrıca aracılık hipotezlerini test etmek amacıyla sobel testi kullanılmıştır. Analiz sonuçlarına göre, kasiyersiz kasanın kullanım kolaylığı algısı, kullanım sonrası algılanan faydası ve kullanım keyfi, kasiyersiz kasa kullanımı sonrası elde edilen tatmini olumlu yönde etkilemektedir. Kasiyersiz kasa kullanımına ilişkin tatmin, tekrar kullanma niyetini olumlu yönde etkilemektedir. Sobel testi analiz sonuçlarına göre ise, tüketicilerin kasiyersiz kasalardan elde ettikleri kullanım kolaylığı, kullanım faydası ve kullanım keyfi algısı ile niyet arasındaki ilişkide, tatmin, aracılık etkisine sahiptir.

Anahtar Kelimeler:

Kasiyersiz Kasa, Teknoloji Kabul Modeli, Tüketici Davranışları, Yapısal Eşitlik Modellemesi, Aracılık Etkisi

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