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Mobil Ödeme Kullanımına Yönelik Niyet ve Algıların SosyoDemografik Özelliklere Göre Farklılıklarının İncelenmesi

Author

Listed:
  • Cansu TÜRKER

    (İstanbul Gelişim Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşetme Bölümü, İstanbul, Türkiye)

  • Abdullah OKUMUŞ

    (İstanbul Üniversitesi, İşletme Fakültesi, İşletme Bölümü, İstanbul, Türkiye)

Abstract

Araştırmanın temel amacı, bireylerin QR kodlu mobil ödeme sistemlerinin kullanımına yönelik niyet ve algılarının sosyo-demografik özelliklere göre nasıl farklılaştığının belirlenmesidir. Bu doğrultuda, mobil ödeme sistemlerinin kullanımının yaygınlaşması için hangi hususlara dikkat edilmesi gerektiğini açıklamaya çalışmak bu çalışmanın bir diğer amacını oluşturmaktadır. Türkiye’de yaygınlaşmaya başlayan QR kodlu mobil ödeme sistemlerine yönelik pazarlama alanında yapılmış çalışmaların azlığı dikkat çekmekte ve bu durum araştırmanın temel motivasyonunu oluşturmaktadır. Araştırmada, çevrimiçi anket yöntemiyle 485 katılımcıdan oluşan bir örneklemden veri elde edilmiştir. Kullanılan mobil ödeme ölçeğinde yer alan niyet ve algılara yönelik geçerlilik ve güvenilirlik analizleri yapılmıştır. Keşfedici faktör analizleri sonucunda elde edilen kullanma niyeti ve algılardan oluşan mobil ödeme ölçeği boyutlarının sosyo-demografik özelliklere göre nasıl bir farklılaşma gösterdiğini belirlemek amacıyla bağımsız örneklem t testi ve tek yönlü ANOVA uygulanmıştır. Analizler sonucunda, kullanma niyeti, algılanan fayda, algılanan kullanım kolaylığı, algılanan güven, algılanan uyumluluk ve algılanan güvenlik değişkenlerinin, sosyo-demografik özelliklere göre önemli farklılıklar gösterdiği belirlenmiştir. Katılımcıların daha önceden mobil ödeme kullanmış veya kullanmamış olmalarının, kullanma niyeti ve mobil ödemeye yönelik algıları açısından farklılıklara neden olduğu tespit edilmiştir. Bu doğrultuda, bireylerin mobil ödemelere yönelik kullanma niyeti ve algılarının, sosyo-demografik faktörlere göre farklılıklarının belirlenmiş olması, uygulayıcılar için QR kodlu mobil ödeme sistemlerinin yaygınlaştırılmasının sağlanması adına çeşitli kullanıcı segmentlerine ilişkin pazarlama faaliyetlerini ve stratejilerini yönetmeleri açısından önemli veriler içermektedir.

Suggested Citation

  • Cansu TÜRKER & Abdullah OKUMUŞ, 2019. "Mobil Ödeme Kullanımına Yönelik Niyet ve Algıların SosyoDemografik Özelliklere Göre Farklılıklarının İncelenmesi," Istanbul Management Journal, Istanbul University Business School, vol. 0(87), pages 111-139, December.
    • Handle: RePEc:ist:ibsimj:v:0:y:2019:i:87:p:111-139
    DOI: 10.26650/imj.2019.87.0005
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    References listed on IDEAS

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