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Tüketicilerin mobil (TV) uygulamalara karşı tutumlarının davranışsal niyetleri üzerindeki etkisi

Yıl 2021, Cilt: 24 Sayı: 46, 1043 - 1058, 31.12.2021
https://doi.org/10.31795/baunsobed.838746

Öz

Bu çalışma, tüketicilerin video akış içeren mobil (TV) uygulamalara karşı olan tutumlarının, kullanmaya yönelik davranışsal niyetlerine etkisini açıklamak amacıyla gerçekleştirilmiştir. Verilerin elde edilmesinde anket yöntemi kullanılmış ve mobil (TV) uygulama kullanan 537 kişiden oluşan örneklem verilerine ulaşılmıştır. Elde edilen verilerin testi SPSS ve AMOS analiz programları ile yapılmıştır. Araştırmada elde edilen bulgu ve analizler neticesinde mobil (TV) uygulamaların, kullanıcılar üzerinde kullanım kolaylığı ve fayda algısı oluşturduğu, kullanmaya yönelik tutumun ise davranışsal niyet üzerinde pozitif yönde ve oldukça güçlü bir etkisi olduğu değerlendirilmektedir.

Kaynakça

  • Altunışık R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri, SPSS uygulamalı (6. Bs.). Sakarya Yayıncılık.
  • Alshibly, H. H. (2015). Investigating decision support system (DSS) success: A partial least squares structural equation modeling approach. Journal of Business Studies Quarterly, 6(4), 56–77.
  • Babich, N. (2018, February 12). A comprehensive guide to mobile app design. Smashing Magazine. https://www.smashingmagazine.com/2018/02/comprehensive-guide-to-mobile-app-design/
  • Bagozzi, R. ve Yii, Y. (1988). On the evaluation of structure equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
  • Bauer, H. H., Reichardt, T., Barnes, S. J. ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
  • Bekoğlu, F. B. ve Ergen, K. (2016). Değişen tüketici eğilimleri ve teknolojik gelişmelerin perakendeciliğe yansımaları. Journal of Research in Business & Social Science, 5(2), 59–70 https://dx.doi.org/10.20525/ijrbs.v5i2.319
  • Civelek, M. E. (2018). Essentials of structural equation modeling. Zea Books.
  • Clement, J. (2019). Mobile app usage—statistics & facts. 31 Ağustos 2019 tarihinde https://www.statista.com/topics/1002/mobile-app-usage/ adresinden erişildi.
  • Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user ınformation systems: Theory and results [Doktora tezi]. Massachusetts Institute of Technology.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
  • Davis, F. D., Bagozzi, R. P. ve Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
  • Davis, F. D. ve Venkatesh, V. (1996). A critical assessment of potential measurement biases in the technology acceptance model: Three experiments. International Journal Human—Computer Studies, 45, 19-45.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Publishing Company.
  • Grzeskowiak, S., Sirgy, M. J., Foscht, T. ve Swoboda, B. (2016). Linking retailing experiences with life satisfaction: The concept of story-type congruity with shopper's identity. International Journal of Retail & Distribution Management, 44(2), 124–138. https://doi.org/10.1108/IJRDM-07-2014-0088
  • Gündebahar, M. ve Kuş-Khalilov, M. C. (2013). Teknolojik pazarlama üzerine bir inceleme. M. Akgül (Ed.) Akademik Bilişim 2013 – XV. Akademik Bilişim Konferansı Bildirileri, I. Cilt (467–472). İnternet Teknolojileri Derneği.
  • Hair, J. F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  • Heijden, H. (2004). User acceptance of hedonic information systems, MIS Quarterly, 28(4), 695–704. https://doi.org/10.2307/25148660
  • Holden, R. ve Karsh B. (2010). The technology acceptance model its past and its future in health care. Journal of Biomedical Informatics 43(1), 159–172. https://doi.org/10.1016/j.jbi.2009.07.002
  • Hopkins, J. ve Turner, J. (2013). Mobil pazarlama hakkında her şey, aracılar, stratejiler, deneyimler. (B. Gündüz, Çev.). Optimist Yayınları (Orijinali 2012’de yayımlanmıştır).
  • Iacovou, C. L., Benbasat, I. ve Dexter, A. S. (1995). Electronic data interchange and small organizations: Adoption and impact of technology. MIS Quarterly, 19(4), 465-485.
  • Kalyoncuoğlu, S. (2018). Tüketicilerin online alışverişlerindeki sanal kart kullanımlarının teknoloji kabul modeli ile incelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(2), 193–213. https://doi.org/10.32709/akusosbil.434874
  • Kırlar, C. B., Yeşilyurt, H., Sancaktar, C. L. ve Koçak, N. (2017). Mobil çağda mobil uygulamalar: Türkiye’deki yerli otel zincirleri üzerine bir durum tespiti. Journal of Yasar University, 12(45), 60–75.
  • Leung, L. ve Chen, C. (2017). Extending The theory of planned behavior: A study of lifestyles, contextual factors, mobile viewing habits, Telematics and Informatics, 34, 1638–1649. https://doi.org/10.1016/j.tele.2017.07.010
  • Matthews, D. (2003). Media memories: The first cable/VCR generation recalls their childhood and adolescent media viewing. Mass Communication & Society, 6(3), 219–241. https://doi.org/10.1207/S15327825MCS0603_1
  • Mobile Marketing Association (2013). The Mobile marketing roadmap: How mobile is transforming marketing for targeting next generation consumers. Millennial Media Inch.
  • Moon, J. ve Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217–230. https://doi.org/10.1016/S0378-7206(00)00061-6
  • Musa, R., Saidon, J., Harun, M. H. M., Adam, A. A., Dzahar, D. F., Haussain, S. S. vd. (2016). The predictors and consequences of consumers' attitude towards mobile shopping application. Procedia Economics and Finance, 37, 447–452. https://doi.org/10.1016/S2212-5671(16)30150-2
  • Nysveen H., P. E. ve Pedersen, H. T. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330–346. https://doi.org/10.1177/0092070305276149
  • Oyedele, A. ve Simpson, P. M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296-304. https://doi.org/10.1016/j.jretconser.2017.04.006
  • Park, S. Y. (2009). An analysis of the technology acceptance model in understanding university students' behavioral intention to use e-learning, Educational Technology & Society, 12 (3), 150–162.
  • Picoto, W. N., Duartea, R. ve Pinto, I. (2019). Uncovering top-ranking factors for mobile apps through a multimethod approach. Journal of Business Research, 101, 668–674. https://doi.org/10.1016/j.jbusres.2019.01.038
  • Rauniar, R., Rawski, G., Yang, J. ve Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Test of significance and descriptive goodness-of-fit measures. Methods of Psychological Research- Online, 8(8), 23–74.
  • Sekaran, U. (2003). Research methods for business, a skill-buiding approach. (4th ed.). John Wiley & Sons Inch.
  • Spachos, P., James, M. ve Gregori, S. (2018). Power tradeoffs in mobile video transmission for smartphones. Computer Communications, 118, 163–170. https://doi.org/10.1016/j.comcom.2017.10.017
  • Statista (2019). Mobile app verticals with the highest install and user base growth in 2018. 30 Eylül 2019 tarihinde https://www.statista.com/statistics/251096/fastest-growing-shopping-app-categories/ adresinden erişildi.
  • Türk Dil Kurumu (2015). Hemşirelik terimleri sözlüğü. 22 Kasım 2019 tarihinde https://sozluk.gov.tr/ adresinden erişildi.
  • Varnalı, K. ve Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International Journal of Information Management, 30(2), 144-151. https://doi.org/10.1016/j.ijinfomgt.2009.08.009
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342–365. https://doi.org/10.1287/isre.11.4.342.11872
  • Venkatesh, V., Morris, M. G., Davis, G. B. ve Davis F. D. (2003). User acceptance of ınformation technology: Toward a unified view. MIS Quarterly, 27, 425–478.
  • Venkatesh, V. ve Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129. https://doi.org/10.1016/j.intmar.2009.02.002
  • Venkatesh, V., Thong, J. Y. L. ve Xu, X. (2012). Consumer acceptance and use of ınformation technology: Extending the unified theory of acceptance and use of technology, MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
  • Yılmaz, Ö. (2018). Tüketicilerin Online Alışveriş Niyetlerinin Teknoloji Kabul Modeli Bağlamında İncelenmesi, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(3), 331–346. https://doi.org/10.32709/akusosbil.478718
  • Zhang, L., Zhu, J. ve Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28(5), 1902–1911. https://doi.org/10.1016/j.chb.2012.05.008

The effect of consumers’ attitudes towards mobile (TV) applications on their behavioral intentions

Yıl 2021, Cilt: 24 Sayı: 46, 1043 - 1058, 31.12.2021
https://doi.org/10.31795/baunsobed.838746

Öz

This study was carried out to explain the effect of consumers' attitudes towards mobile (TV) applications containing video streaming on their behavioral intention to use. The survey method was used to obtain the data and the sample group of the study consisted of 537 people using mobile (TV) application. The obtained data were tested with through SPSS and AMOS analysis programs. As a result of the findings and analyses in the study, it was revealed that mobile (TV) applications create ease of use and benefit perception on users, and the attitudes towards their use has a positive and very strong effect on behavioral intention.

Kaynakça

  • Altunışık R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri, SPSS uygulamalı (6. Bs.). Sakarya Yayıncılık.
  • Alshibly, H. H. (2015). Investigating decision support system (DSS) success: A partial least squares structural equation modeling approach. Journal of Business Studies Quarterly, 6(4), 56–77.
  • Babich, N. (2018, February 12). A comprehensive guide to mobile app design. Smashing Magazine. https://www.smashingmagazine.com/2018/02/comprehensive-guide-to-mobile-app-design/
  • Bagozzi, R. ve Yii, Y. (1988). On the evaluation of structure equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
  • Bauer, H. H., Reichardt, T., Barnes, S. J. ve Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6(3), 181–192.
  • Bekoğlu, F. B. ve Ergen, K. (2016). Değişen tüketici eğilimleri ve teknolojik gelişmelerin perakendeciliğe yansımaları. Journal of Research in Business & Social Science, 5(2), 59–70 https://dx.doi.org/10.20525/ijrbs.v5i2.319
  • Civelek, M. E. (2018). Essentials of structural equation modeling. Zea Books.
  • Clement, J. (2019). Mobile app usage—statistics & facts. 31 Ağustos 2019 tarihinde https://www.statista.com/topics/1002/mobile-app-usage/ adresinden erişildi.
  • Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user ınformation systems: Theory and results [Doktora tezi]. Massachusetts Institute of Technology.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
  • Davis, F. D., Bagozzi, R. P. ve Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
  • Davis, F. D. ve Venkatesh, V. (1996). A critical assessment of potential measurement biases in the technology acceptance model: Three experiments. International Journal Human—Computer Studies, 45, 19-45.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Publishing Company.
  • Grzeskowiak, S., Sirgy, M. J., Foscht, T. ve Swoboda, B. (2016). Linking retailing experiences with life satisfaction: The concept of story-type congruity with shopper's identity. International Journal of Retail & Distribution Management, 44(2), 124–138. https://doi.org/10.1108/IJRDM-07-2014-0088
  • Gündebahar, M. ve Kuş-Khalilov, M. C. (2013). Teknolojik pazarlama üzerine bir inceleme. M. Akgül (Ed.) Akademik Bilişim 2013 – XV. Akademik Bilişim Konferansı Bildirileri, I. Cilt (467–472). İnternet Teknolojileri Derneği.
  • Hair, J. F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  • Heijden, H. (2004). User acceptance of hedonic information systems, MIS Quarterly, 28(4), 695–704. https://doi.org/10.2307/25148660
  • Holden, R. ve Karsh B. (2010). The technology acceptance model its past and its future in health care. Journal of Biomedical Informatics 43(1), 159–172. https://doi.org/10.1016/j.jbi.2009.07.002
  • Hopkins, J. ve Turner, J. (2013). Mobil pazarlama hakkında her şey, aracılar, stratejiler, deneyimler. (B. Gündüz, Çev.). Optimist Yayınları (Orijinali 2012’de yayımlanmıştır).
  • Iacovou, C. L., Benbasat, I. ve Dexter, A. S. (1995). Electronic data interchange and small organizations: Adoption and impact of technology. MIS Quarterly, 19(4), 465-485.
  • Kalyoncuoğlu, S. (2018). Tüketicilerin online alışverişlerindeki sanal kart kullanımlarının teknoloji kabul modeli ile incelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(2), 193–213. https://doi.org/10.32709/akusosbil.434874
  • Kırlar, C. B., Yeşilyurt, H., Sancaktar, C. L. ve Koçak, N. (2017). Mobil çağda mobil uygulamalar: Türkiye’deki yerli otel zincirleri üzerine bir durum tespiti. Journal of Yasar University, 12(45), 60–75.
  • Leung, L. ve Chen, C. (2017). Extending The theory of planned behavior: A study of lifestyles, contextual factors, mobile viewing habits, Telematics and Informatics, 34, 1638–1649. https://doi.org/10.1016/j.tele.2017.07.010
  • Matthews, D. (2003). Media memories: The first cable/VCR generation recalls their childhood and adolescent media viewing. Mass Communication & Society, 6(3), 219–241. https://doi.org/10.1207/S15327825MCS0603_1
  • Mobile Marketing Association (2013). The Mobile marketing roadmap: How mobile is transforming marketing for targeting next generation consumers. Millennial Media Inch.
  • Moon, J. ve Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217–230. https://doi.org/10.1016/S0378-7206(00)00061-6
  • Musa, R., Saidon, J., Harun, M. H. M., Adam, A. A., Dzahar, D. F., Haussain, S. S. vd. (2016). The predictors and consequences of consumers' attitude towards mobile shopping application. Procedia Economics and Finance, 37, 447–452. https://doi.org/10.1016/S2212-5671(16)30150-2
  • Nysveen H., P. E. ve Pedersen, H. T. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the Academy of Marketing Science, 33(3), 330–346. https://doi.org/10.1177/0092070305276149
  • Oyedele, A. ve Simpson, P. M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296-304. https://doi.org/10.1016/j.jretconser.2017.04.006
  • Park, S. Y. (2009). An analysis of the technology acceptance model in understanding university students' behavioral intention to use e-learning, Educational Technology & Society, 12 (3), 150–162.
  • Picoto, W. N., Duartea, R. ve Pinto, I. (2019). Uncovering top-ranking factors for mobile apps through a multimethod approach. Journal of Business Research, 101, 668–674. https://doi.org/10.1016/j.jbusres.2019.01.038
  • Rauniar, R., Rawski, G., Yang, J. ve Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Test of significance and descriptive goodness-of-fit measures. Methods of Psychological Research- Online, 8(8), 23–74.
  • Sekaran, U. (2003). Research methods for business, a skill-buiding approach. (4th ed.). John Wiley & Sons Inch.
  • Spachos, P., James, M. ve Gregori, S. (2018). Power tradeoffs in mobile video transmission for smartphones. Computer Communications, 118, 163–170. https://doi.org/10.1016/j.comcom.2017.10.017
  • Statista (2019). Mobile app verticals with the highest install and user base growth in 2018. 30 Eylül 2019 tarihinde https://www.statista.com/statistics/251096/fastest-growing-shopping-app-categories/ adresinden erişildi.
  • Türk Dil Kurumu (2015). Hemşirelik terimleri sözlüğü. 22 Kasım 2019 tarihinde https://sozluk.gov.tr/ adresinden erişildi.
  • Varnalı, K. ve Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International Journal of Information Management, 30(2), 144-151. https://doi.org/10.1016/j.ijinfomgt.2009.08.009
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342–365. https://doi.org/10.1287/isre.11.4.342.11872
  • Venkatesh, V., Morris, M. G., Davis, G. B. ve Davis F. D. (2003). User acceptance of ınformation technology: Toward a unified view. MIS Quarterly, 27, 425–478.
  • Venkatesh, V. ve Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis. Journal of Interactive Marketing, 23(2), 118-129. https://doi.org/10.1016/j.intmar.2009.02.002
  • Venkatesh, V., Thong, J. Y. L. ve Xu, X. (2012). Consumer acceptance and use of ınformation technology: Extending the unified theory of acceptance and use of technology, MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
  • Yılmaz, Ö. (2018). Tüketicilerin Online Alışveriş Niyetlerinin Teknoloji Kabul Modeli Bağlamında İncelenmesi, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 20(3), 331–346. https://doi.org/10.32709/akusosbil.478718
  • Zhang, L., Zhu, J. ve Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28(5), 1902–1911. https://doi.org/10.1016/j.chb.2012.05.008
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm İşletme
Yazarlar

Süleyman Çavuşoğlu 0000-0001-6254-2188

Gül Banu Dayanç Kıyat 0000-0001-7028-0675

Yayımlanma Tarihi 31 Aralık 2021
Gönderilme Tarihi 10 Aralık 2020
Kabul Tarihi 13 Temmuz 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 24 Sayı: 46

Kaynak Göster

APA Çavuşoğlu, S., & Dayanç Kıyat, G. B. (2021). Tüketicilerin mobil (TV) uygulamalara karşı tutumlarının davranışsal niyetleri üzerindeki etkisi. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(46), 1043-1058. https://doi.org/10.31795/baunsobed.838746

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