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KİŞİLİK, KULLANILABİLİRLİK VE TEKNOLOJİK FAKTÖRLERİN MOBİL ALIŞVERİŞE OLAN ETKİSİ

THE EFFECTS OF PERSONALITY, USABILITY AND TECHNOLOGICAL FACTORS TO M-SHOPPING USE

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Abstract (2. Language): 
Nowadays mobile devices such as smartphones and tablets become widespread and this led mobile shopping to be conducted anytime and anywhere and increased the attention to mshopping. In this paper we studied the factors effecting the use of m-shopping value from Personalization, Self-Efficacy, Intimacy, Simplicity, Mobility, Connectivity perspectives. The m-shopping value that users experience during m-shopping can be divided into utilitarian value and hedonic value. The results show that personalization, self-efficacy, intimacy, simplicity, mobility, and connectivity variables have effect on m-shopping value. In this study sample consists of 342 people above 18 years of age living in Istanbul. A public survey is used as data collecting method and a factor analysis, T-tests, an ANOVA/Welch test and a reliability analysis are performed for the acquired data by using the SPSS package program. Moreover, the model structured for the study is tested through a LISREL structural equation model.
Abstract (Original Language): 
Günümüzde akıllı telefonlar ve tabletler gibi taşınabilir cihazların yaygınlaşması bu cihazlarla her zaman ve her yerde alışveriş yapılmasına imkan vermiş ve yapılan alışverişin artmasına neden olmuştur. Bu makalede mobil alışverişi etkileyen faktörler “kişiselleştirme”,“öz yeterlilik”, “mahremiyet”, “sadelik”, “mobilite” ve “bağlanılabilirlik” gibi değişkenler üzerinden incelenmiştir. Kullanıcıların mobil alışveriş sırasında tecrübe ettikleri mobil alışveriş değeri faydacı ve hazcı olmak üzere iki unsurdan oluşmaktadır. Sonuçlar “kişiselleştirme”, “öz yeterlilik”, “samimiyet”, “sadelik”, “mobilite” ve “bağlantı” gibi değişkenlerin mobil alışveriş değeri üzerinde etkileri olduğunu göstermektedir. Bu çalışmanın örneklemi İstanbul ilinde yaşayan 18 yaş ve üzeri 342 kişiden oluşmaktadır. Veri toplamak maksadıyla anket yöntemi kullanılmış ve elde edilen veriler SPSS istatistiksel paket programı kullanılarak faktör analizi, t-testi, Anova/Welch testleri ve güvenilirlik analizi testlerine tabi tutulmuştur. Ayrıca kurulan model LISREL yapısal eşitlik modellemesi vasıtasıyla test edilmiştir.

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