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Bu çalışmanın amacı, tüketicilerin mobil bankacılık uygulamalarına yönelik tutumları ve sürekli kullanma niyetleri üzerinde etkili olan unsurların ortaya çıkarılmasıdır. Bu kapsamda teknoloji kabul modeli ve planlı davranış teorisinde yer alan değişkenler ele alınmıştır. Ayrıca tutumun tahmin edilmesinde algılanan değer, güven, imaj ve uyumluluk değişkenleride araştırmaya dâhil edilmiştir. Türkiye ve İngiltere'den 466 katılımcı ile ampirik olarak test edilen kavramsal bir model sunulmuştur. Veriler yapısal eşitlik modellemesi ve çoklu grup analizi kullanılarak değerlendirilmiştir. Araştırmadan elde edilen sonuçlar tutum üzerinde algılanan fayda, güven ve uyumluluğun anlamlı etkisi olduğunu ortaya koymaktadır. Mobil bankacılık uygulamalarını sürekli kullanma niyeti üzerinde de subjektif norm, tutum ve algılanan davranışsal kontrolün pozitif yönlü etkisi olduğu bulunmuştur. Türkiye ve İngiltere örneklemi açısından subjektif normun sürekli kullanma niyeti üzerindeki etkisi farklılaşmaktadır.
The aim of this study is to identify the elements that influence consumers’ attitudes towards mobile banking practices and their intentions of continuous use. In this context, the variables in the technology acceptance model and the theory of planned behavior have been addressed. It has also been included in the study of the value, confidence, image and conformity variables perceived in the prediction of attitude. A conceptual model was presented with 466 participants from Turkey and Britain experimentally tested. The data was evaluated using structural equality modeling and multi-group analysis. The findings from the research show that the benefits perceived on attitude, confidence and consistency have a meaningful impact. The intention of continuous use of mobile banking practices has also been found to have a positive impact on the subjective norm, attitude and perceived behavioral control. The influence of the subjective standard on the intention of continuous use in terms of the example of Turkey and Britain is different.
The purpose of this paper is to investigate the factors affecting on customers’ attitude and intention to continually use m-banking application(s). All constructs of the technology acceptance model and theory of planned behaviour are studied. Further, perceived value, trust, image and compatibility are also included to predict attitude. A conceptual model is presented, which is empirically tested with 466 respondents from Turkey and England. The data were analyzed using structural equation modelling (LISREL) and multi-group analysis. The results of the paper show that predictors of attitude, including perceived usefulness, trust and compatibility are significant. The paper found for the positive effect of perceived behavioral control, attitudes and subjective norms towards intention to continually use m-banking apps. Significant differences between sample of Turkey and England were found to affect subjective norms on continuous use intention.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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