Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler

Hacer PAÇAN ÖZCAN, (Ankara Üniversitesi, Siyasal Bilgiler Fakültesi, İşletme Bölümü, Ankara, Türkiye)
Şenay SABAH ÇELİK, (Ankara Üniversitesi, Siyasal Bilgiler Fakültesi, İşletme Bölümü, Ankara, Türkiye)
Alper ÖZER (Ankara Üniversitesi, Siyasal Bilgiler Fakültesi, İşletme Bölümü, Ankara, Türkiye)
Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
8 3
Yıl: 2019 Cilt: 9 Sayı: 2 Sayfa Aralığı: 475 - 506 Metin Dili: Türkçe İndeks Tarihi: 30-11-2020

Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler

Öz:
Bu çalışmada, Türkiye'deki bireysel bankacılık müşterilerinin mobil bankacılığı kullanımniyetlerini etkileyen faktörlerin analiz edilmesi amaçlanmakta olup oluşturulan model içinTeknoloji Kabul Modeli (TKM) esas alınmıştır. Teknoloji kabul modelinde yer alan niyet, tutum,algılanan fayda ve algılanan kullanım kolaylığı değişkenlerine ilave olarak öznel norm, güven vealgılanan risk değişkenleri araştırma modeline eklenmiştir. Çalışmada anket tekniği ile toplanan736 katılımcının verileri ile Yapısal Eşitlik Modeli (YEM) uygulanmıştır. İstatistiksel analizsonuçlarına göre bireylerin mobil bankacılığı kullanım niyeti üzerinde en çok etkisi olandeğişkenin kullanıma yönelik tutum olduğu; bireylerin tutumlarını etkileyen öncelikli faktörlerinise sırasıyla algılanan fayda, güven ve algılanan kullanım kolaylığından oluştuğu görülmektedir.Bu çalışma, TKM'nden geliştirdiğimiz modelin Türkiye'deki bankacılık müşterilerinin mobilbankacılığı benimsemesini etkileyen faktörleri teorik olarak öngörebildiğini doğrulamaktadır.
Anahtar Kelime:

Factors Affecting The Intention of Mobile Banking Use of the Individual Banking Customers

Öz:
The aim of the study was to analyze the factors affecting the intention of mobile banking use of the individual banking customers in Turkey. Technology Acceptance Model (TAM) has been taken as the basis for the model created. In the TAM model variables were intention, attitude, perceived usefulness and ease of use. In addition to these variables, subjective norm, trust and perceived risk variables were also considered in this study. Data from 736 participants were analyzed by Structural Equation Model (SEM). According to the results of statistical analysis, it has been observed that attitude has the highest effect on the behavioral intention of mobile banking. The primary factors affecting the attitudes of individuals were perceived usefulness, trust and perceived ease of use respectively. Accordingly, the study has theoretically confirmed that the model we developed via TAM was able to foresee the factors affecting the adoption of mobile banking by the customers in Turkey
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA ÖZCAN H, Sabah Çelik Ş, Özer A (2019). Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. , 475 - 506.
Chicago ÖZCAN HACER,Sabah Çelik Şenay,Özer Alper Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. (2019): 475 - 506.
MLA ÖZCAN HACER,Sabah Çelik Şenay,Özer Alper Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. , 2019, ss.475 - 506.
AMA ÖZCAN H,Sabah Çelik Ş,Özer A Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. . 2019; 475 - 506.
Vancouver ÖZCAN H,Sabah Çelik Ş,Özer A Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. . 2019; 475 - 506.
IEEE ÖZCAN H,Sabah Çelik Ş,Özer A "Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler." , ss.475 - 506, 2019.
ISNAD ÖZCAN, HACER vd. "Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler". (2019), 475-506.
APA ÖZCAN H, Sabah Çelik Ş, Özer A (2019). Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 475 - 506.
Chicago ÖZCAN HACER,Sabah Çelik Şenay,Özer Alper Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9, no.2 (2019): 475 - 506.
MLA ÖZCAN HACER,Sabah Çelik Şenay,Özer Alper Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol.9, no.2, 2019, ss.475 - 506.
AMA ÖZCAN H,Sabah Çelik Ş,Özer A Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 9(2): 475 - 506.
Vancouver ÖZCAN H,Sabah Çelik Ş,Özer A Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 9(2): 475 - 506.
IEEE ÖZCAN H,Sabah Çelik Ş,Özer A "Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler." Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9, ss.475 - 506, 2019.
ISNAD ÖZCAN, HACER vd. "Bireysel Müşterilerin Mobil Bankacılık Kullanım Niyetini Etkileyen Faktörler". Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9/2 (2019), 475-506.
Sayfa Oluşturulma Tarihi
24-04-2024 22:50

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