İnternet üzerinden satın alma niyetinin tüketici teknoloji kabul modeli ile araştırılması; kuşaklar arasındaki ilişkiler üzerine bir araştırma
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Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
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Yayıncı
Aksaray Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tüketicilerin satın alma süreci pek çok faktörden etkilenen karmaşık bir süreçtir. Gelişen teknoloji ile şekil değiştiren satın alma sürecinin anlaşılmasında yeni teknolojilerin tüketiciler tarafından kabulünü inceleyen pek çok teori ve model geliştirilmiştir. Bu teori ve modellerin birçoğu kabulün bilişsel yönüne odaklanmaktadır. Yeni teknolojilerin kabulünde ihmal edilen duygular Teknoloji Kabul Modeli ve Duygusal Durum Modelinin birleşiminden geliştirilen Tüketici Teknoloji Kabul Modeli (CAT)'inde ele alınmıştır. Bu modelde Teknoloji Kabul Modeli'ndeki bilişsel boyutlar (algılana kullanım kolaylığı, algılanan yarar) ve Duygu durum Modeli'ndeki duygusal boyutlar (zevk, tahrik, hakimiyet) entegre bir şekilde ele alınmaktadır. Bu çalışma kapsamında Tüketici Teknoloji Kabul Modeli üzerinden tasarlanmıştır. Bu tez çalışmanın temel amacı internet üzerinden satın alma niyetinin Tüketici Teknoloji Kabul Modeli çerçevesinde X, Y ve Z kuşağı tüketicileri bağlamında karşılaştırmalı olarak incelenmesidir. Nicel desende tasarlanan çalışma Mersin ilindeki tüketicilere yönelik olarak gerçekleştirilmiştir. Araştırmanın örneklem grubunu kolayda örnekleme yöntemi ile belirlenen 661 tüketici oluşturmaktadır. Örneklem grubundan elde edilen verilerle normallik ve sapan analizleri, geçerlik ve güvenirlik analizleri, faktör analizleri yürütülmüştür. Araştırma modeli kapsamında belirlenen hipotezlerin test edilmesinde yapısal eşitlik modellemesi kullanılmıştır. Tüm veri analizleri SPSS 24.0 ve AMOS 23.0 paket programları aracılığıyla yürütülmüştür. Çalışmadan elde edilen sonuçlar Tüketici Teknoloji Kabul Modeli'ne ilişkin önceki araştırma sonuçları ile paralellik göstererek algılanan kullanım kolaylığının algılanan yararı, tutumun ise davranışsal niyeti anlamlı bir şekilde etkilediğini göstermektedir. Farklı olarak çalışmada algılanan yarar ve algılanan kullanım kolaylığının tutum üzerinde anlamlı bir etkisinin olmadığı sonucu elde edilmiştir. Yine teknoloji kabulüne ilişkin tutumun davranış üzerinde anlamlı bir etkisi olduğu görülmüştür. Duygular yönünde çalışmadan elde edilen sonuçlara göre zevk ve hâkimiyetin tutum üzerinde etkili olduğu ancak tahrikin etkili olmadığı sonucu elde edilmiştir. Kuşaklar yönünde yapılan karşılaştırmada ise bilişsel boyutlarda elde edilen sonuçların Z kuşağı tüketiciler içinde benzer şekilde olduğu görülmüştür. Yine tüm katılımcıların aksine X kuşağı tüketicilerine göre tahrikin tutum üzerinde anlamlı bir etkiye sahip olduğu elde edilen bir diğer sonuçtur.
The purchasing process of consumers is a complex process influenced by many factors. In understanding the purchasing process that changes shape via the developing technology, many theories and models have been developed to examine consumer acceptance of new technologies. Many of these theories and models focus on the cognitive aspect of acceptance. Neglected emotions in the acceptance of new technologies are discussed in the Consumer Technology Acceptance Model (CAT), which is developed from the combination of the Technology Acceptance Model and the Emotional State Model. In this model, the cognitive dimensions which are perceived ease of use, perceived usefulness in the Technology Acceptance Model and the emotional dimensions which are pleasure, provocation, dominance in the Emotional State Model are addressed in an integrated manner. This study was designed on the Consumer Technology Acceptance Model. The main purpose of the thesis is to examine comparatively the intention to purchase over the internet for X, Y and Z generation consumers within the framework of the Consumer Technology Acceptance Model. The study, which was designed in a quantitative pattern, was carried out for consumers in Mersin. The sample group of the research consists of 661 consumers determined by convenience sampling method. Normality and extreme value analyses, validity and reliability analyzes, factor analyzes were conducted with the data obtained from the sample group. Structural equation modeling was used to test the hypotheses determined within the aim of the research model. All data analyzes were carried out by using SPSS 24.0 and AMOS 23.0 package programs. The results obtained from the study are in parallel with the results of previous researches on the Consumer Technology Acceptance Model, that is, the results show that the perceived ease of use affects the perceived usefulness, and the attitude significantly affects the behavioral intention. Unlike in this study, it was found that perceived usefulness and perceived ease of use does not have a significant effect on attitude. It was also observed that the attitude towards technology acceptance has a significant effect on behavior. According to the results obtained from the study in terms of emotions, it was found out that pleasure and dominance are effective on attitude, but provocation is not. In the comparison made in terms of generations, it was seen that the results obtained in cognitive dimensions are similar among Z generation consumers. Contrary to all participants, it is also found that provocation has a significant effect on attitude according to X generation consumers.
The purchasing process of consumers is a complex process influenced by many factors. In understanding the purchasing process that changes shape via the developing technology, many theories and models have been developed to examine consumer acceptance of new technologies. Many of these theories and models focus on the cognitive aspect of acceptance. Neglected emotions in the acceptance of new technologies are discussed in the Consumer Technology Acceptance Model (CAT), which is developed from the combination of the Technology Acceptance Model and the Emotional State Model. In this model, the cognitive dimensions which are perceived ease of use, perceived usefulness in the Technology Acceptance Model and the emotional dimensions which are pleasure, provocation, dominance in the Emotional State Model are addressed in an integrated manner. This study was designed on the Consumer Technology Acceptance Model. The main purpose of the thesis is to examine comparatively the intention to purchase over the internet for X, Y and Z generation consumers within the framework of the Consumer Technology Acceptance Model. The study, which was designed in a quantitative pattern, was carried out for consumers in Mersin. The sample group of the research consists of 661 consumers determined by convenience sampling method. Normality and extreme value analyses, validity and reliability analyzes, factor analyzes were conducted with the data obtained from the sample group. Structural equation modeling was used to test the hypotheses determined within the aim of the research model. All data analyzes were carried out by using SPSS 24.0 and AMOS 23.0 package programs. The results obtained from the study are in parallel with the results of previous researches on the Consumer Technology Acceptance Model, that is, the results show that the perceived ease of use affects the perceived usefulness, and the attitude significantly affects the behavioral intention. Unlike in this study, it was found that perceived usefulness and perceived ease of use does not have a significant effect on attitude. It was also observed that the attitude towards technology acceptance has a significant effect on behavior. According to the results obtained from the study in terms of emotions, it was found out that pleasure and dominance are effective on attitude, but provocation is not. In the comparison made in terms of generations, it was seen that the results obtained in cognitive dimensions are similar among Z generation consumers. Contrary to all participants, it is also found that provocation has a significant effect on attitude according to X generation consumers.
Açıklama
Anahtar Kelimeler
Tüketici Davranışları, Satın Alma, Tüketici Teknoloji Kabul Modeli, İnternetten Pazarlama, Online Alışveriş, Algılanan Yarar, Consumer Behavior, Purchasing, Consumer Technology Acceptance Model, Internet Marketing,, Online Shopping, Perceived Benefit
