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Bireylerin Mobil Bankacılığı Benimsemesini Etkileyen Faktörler: Genişletilmiş Birleşik Teknoloji Kabulü ve Kullanımı Teorisi (UTAUT) Modeli Çerçevesinde Bir Araştırma

Year 2023, Volume: 25 Issue: 1, 121 - 142, 11.04.2023
https://doi.org/10.26745/ahbvuibfd.1170050

Abstract

Bu çalışmanın amacı mobil bankacılık hizmetlerini benimsemeye ve kullanmaya yönelik davranışsal niyeti etkileyen faktörleri araştırmaktadır. Araştırma modeli algılanan güvenilirlik, yenilikçilik ve Birleşik Teknoloji Kabulü ve Kullanımı Teorisi (UTAUT) değişkenlerinden oluşmaktadır. Araştırma kapsamında mobil bankacılık kullanan 438 katılımcı ile veri toplamı yöntemi olarak anket uygulaması gerçekleştirilmiştir. Anket sonucunda elde edilen veriler SPSS 26 ve AMOS 24 programları ile analiz edilmiştir. Verilerin analizi için yapısal eşitlik modeli kullanılmıştır. Çalışmada elde edilen bulgulara göre mobil bankacılık hizmetleri için performans beklentisi, çaba beklentisi, sosyal etki, kolaylaştırıcı koşullar, algılanan güvenilirlik ve yenilikçilik değişkenlerinin davranışsal niyet değişkeni üzerinde pozitif ve anlamlı etkisi olduğu tespit edilmiştir. Ayrıca davranışsal niyet değişkeninin kullanım davranışı üzerinde pozitif ve anlamlı etkisi olduğu sonucuna ulaşılmıştır. Bu araştırma, mobil bankacılık kapsamında UTAUT modelini genişleterek literatüre katkıda bulunmuştur. Ayrıca bireylerin mobil bankacılığı benimsemesi hakkında elde edilen sonuçların bankalara fayda sağlayacağı düşünülmektedir.

References

  • Abbas, S. K., Hassan, H. A., Asif, J., & Zainab, F. (2018). How income level distribution responds to poverty: empirical evidence from Pakistan. Global scientific journals, 6(3), 131-142.
  • Afshan, S., & Sharif, A. (2016). Acceptance of mobile banking framework in Pakistan. Telematics and Informatics, 33(2), 370-387.
  • Ahn, M., Kang, J., & Hustvedt, G. (2016). A model of sustainable household technology acceptance. International Journal of Consumer Studies, 40(1), 83-91.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., Lal, B., & Williams, M. D. (2015). Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust. Journal of Financial Services Marketing, 20(2), 145-157.
  • Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
  • Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55, 100-110.
  • Bhatiasevi, V. (2016). An extended UTAUT model to explain the adoption of mobile banking. Information Development, 32(4), 799-814.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating Structural Equation Models With Unobservable Variables and Measurement Errors. Journal of Marketing Research, 18(1), 39–50.
  • Giovanis, A., Assimakopoulos, C., & Sarmaniotis, C. (2018). Adoption of mobile self-service retail banking technologies: The role of technology, social, channel and personal factors. International Journal of Retail & Distribution Management.
  • Gupta, K. P., Manrai, R., & Goel, U. (2019). Factors influencing adoption of payments banks by Indian customers: extending UTAUT with perceived credibility. Journal of Asia Business Studies.
  • Gürbüz, S. & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz, (3. Baskı), Ankara, Seçkin Yayıncılık.
  • Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C. (2010), Multivariate Data Analysis: A Global Perspective, Vol. 7, Pearson Publisher, Upper Saddle River, New Jersey.
  • Iskandar, M., Hartoyo, H., & Hermadi, I. (2020). Analysis of factors affecting behavioral intention and use of behavioral of mobile banking using unified theory of acceptance and use of technology 2 model approach. International Review of Management and Marketing, 10(2), 41.
  • Islam, M. S., Karia, N., Khaleel, M., Fauzi, F. B. A., Soliman, M. S. M., Khalid, J., & Mamun, M. A. A. (2019). Intention to adopt mobile banking in Bangladesh: An empirical study of emerging economy. International Journal of Business Information Systems, 31(1), 136-151.
  • Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2021). A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture. Journal of Business Research, 132, 354-372.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed). Guilford.
  • Kline, R.B. (2015), Principles and Practice of Structural Equation Modeling, Guilford Publications, New York.
  • Liébana-Cabanillas, F., Japutra, A., Molinillo, S., Singh, N., & Sinha, N. (2020). Assessment of mobile technology use in the emerging market: Analyzing intention to use m-payment services in India. Telecommunications Policy, 44(9), 102009.
  • Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in human behavior, 21(6), 873-891.
  • Malaquias, F., Malaquias, R., & Hwang, Y. (2018). Understanding the determinants of mobile banking adoption: A longitudinal study in Brazil. Electronic Commerce Research and Applications, 30, 1-7.
  • Manrai, R., Goel, U., & Yadav, P. D. (2021). Factors affecting adoption of digital payments by semi-rural Indian women: extension of UTAUT-2 with self-determination theory and perceived credibility. Aslib Journal of Information Management.
  • Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59, 101151.
  • Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International journal of information management, 34(5), 689-703.
  • Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in human behavior, 61, 404-414.
  • Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
  • Purwanto, E., & Loisa, J. (2020). The intention and use behaviour of the mobile banking system in Indonesia: UTAUT Model. Technology Reports of Kansai University, 62(06), 2757-2767.
  • Rachmawati, I. K., Bukhori, M., Majidah, Y., Hidayatullah, S., & Waris, A. (2020). Analysis of use of mobile banking with acceptance and use of technology (UTAUT). International Journal of Scientific and Technology Research, 9(08), 8.
  • Raza, S. A., Shah, N., & Ali, M. (2018). Acceptance of mobile banking in Islamic banks: evidence from modified UTAUT model. Journal of Islamic marketing.
  • Rogers, E. M., Medina, U. E., Rivera, M. A., & Wiley, C. J. (2005). Complex adaptive systems and the diffusion of innovations. The Innovation Journal: The Public Sector Innovation Journal, 10(3), 1-26.
  • Savić, J., & Pešterac, A. (2019). Antecedents of mobile banking: UTAUT model. The European journal of applied economics, 16(1).
  • Shankar, A., & Rishi, B. (2020). Convenience matter in mobile banking adoption intention?. Australasian Marketing Journal (AMJ), 28(4), 273-285.
  • Slade, E. L., Dwivedi, Y. K., Piercy, N. C., & Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860-873.
  • Statista, (2022a). Number of smartphone subscriptions worldwide from 2016 to 2027. https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/. Erişim Tarihi: 04 Nisan 2022.
  • Statista, (2022b). Mobile internet usage worldwide - statistics & facts. https://www.statista.com/topics/779/mobile-internet/#dossierKeyfigures. Erişim Tarihi: 04 Nisan 2022.
  • Statista, (2022c). Total number of active mobile banking customers in Turkey from 2014 to 2020. https://www.statista.com/statistics/888594/turkey-number-of-active-mobile-banking-customers/. Erişim Tarihi: 04 Nisan 2022.
  • Tarhini, A., El-Masri, M., Ali, M., & Serrano, A. (2016). Extending the UTAUT model to understand the customers’ acceptance and use of internet banking in Lebanon: A structural equation modeling approach. Information Technology & People.
  • TBB, (2021). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1604/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Mart_2021.pdf. Erişim Tarihi: 04 Nisan 2022.
  • Tsai, W. C. (2012). A study of consumer behavioral intention to use e-books: the Technology Acceptance Model perspective. Innovative Marketing, 8(4), 55-66. Tsikriktsis, N. (2004). A technology readiness-based taxonomy of customers: A replication and extension. Journal of service research, 7(1), 42-52.
  • TUIK, (2021). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2021. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2021-37437. Erişim Tarihi: 05 Nisan 2022.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  • Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
  • Wang, Y. S., Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). Determinants of user acceptance of Internet banking: an empirical study. International journal of service industry management.
  • We Are Social, (2021). Digital 2021. https://wearesocial.com/uk/blog/2021/01/digital-2021-uk/. Erişim Tarihi: 11 Nisan 2022.
  • Yu, C. S. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of electronic commerce research, 13(2), 104.

Factors Affecting Individuals' Mobile Banking Adoption: A Study in the Framework of the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) Model

Year 2023, Volume: 25 Issue: 1, 121 - 142, 11.04.2023
https://doi.org/10.26745/ahbvuibfd.1170050

Abstract

The aim of this study is to investigate the factors affecting behavioral intention to adopt and use mobile banking services. The research model consists of perceived credibility, innovativeness and Unified Theory of Acceptance and Use of Technology (UTAUT) variables. Within the scope of the research, a survey was conducted as a data collection method with 438 participants using mobile banking. The data obtained as a result of the survey were analyzed with SPSS 26 and AMOS 24 programs. Structural equation modeling was used for the analysis of the data. According to the findings obtained in the study, it has been determined that the variables of performance expectation, effort expectancy, social influence, facilitating conditions, perceived credibility and innovativeness for mobile banking services have a positive and significant effect on the behavioral intention variable. In addition, it was concluded that the behavioral intention variable had a positive and significant effect on the usage behavior. This research contributed to the literature by expanding the UTAUT model within the context of mobile banking. In addition, it is thought that the results obtained about the adoption of mobile banking by individuals will benefit banks.

References

  • Abbas, S. K., Hassan, H. A., Asif, J., & Zainab, F. (2018). How income level distribution responds to poverty: empirical evidence from Pakistan. Global scientific journals, 6(3), 131-142.
  • Afshan, S., & Sharif, A. (2016). Acceptance of mobile banking framework in Pakistan. Telematics and Informatics, 33(2), 370-387.
  • Ahn, M., Kang, J., & Hustvedt, G. (2016). A model of sustainable household technology acceptance. International Journal of Consumer Studies, 40(1), 83-91.
  • Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., Lal, B., & Williams, M. D. (2015). Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust. Journal of Financial Services Marketing, 20(2), 145-157.
  • Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
  • Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55, 100-110.
  • Bhatiasevi, V. (2016). An extended UTAUT model to explain the adoption of mobile banking. Information Development, 32(4), 799-814.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Fornell, C., ve Larcker, D. F. (1981). Evaluating Structural Equation Models With Unobservable Variables and Measurement Errors. Journal of Marketing Research, 18(1), 39–50.
  • Giovanis, A., Assimakopoulos, C., & Sarmaniotis, C. (2018). Adoption of mobile self-service retail banking technologies: The role of technology, social, channel and personal factors. International Journal of Retail & Distribution Management.
  • Gupta, K. P., Manrai, R., & Goel, U. (2019). Factors influencing adoption of payments banks by Indian customers: extending UTAUT with perceived credibility. Journal of Asia Business Studies.
  • Gürbüz, S. & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz, (3. Baskı), Ankara, Seçkin Yayıncılık.
  • Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C. (2010), Multivariate Data Analysis: A Global Perspective, Vol. 7, Pearson Publisher, Upper Saddle River, New Jersey.
  • Iskandar, M., Hartoyo, H., & Hermadi, I. (2020). Analysis of factors affecting behavioral intention and use of behavioral of mobile banking using unified theory of acceptance and use of technology 2 model approach. International Review of Management and Marketing, 10(2), 41.
  • Islam, M. S., Karia, N., Khaleel, M., Fauzi, F. B. A., Soliman, M. S. M., Khalid, J., & Mamun, M. A. A. (2019). Intention to adopt mobile banking in Bangladesh: An empirical study of emerging economy. International Journal of Business Information Systems, 31(1), 136-151.
  • Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2021). A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture. Journal of Business Research, 132, 354-372.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed). Guilford.
  • Kline, R.B. (2015), Principles and Practice of Structural Equation Modeling, Guilford Publications, New York.
  • Liébana-Cabanillas, F., Japutra, A., Molinillo, S., Singh, N., & Sinha, N. (2020). Assessment of mobile technology use in the emerging market: Analyzing intention to use m-payment services in India. Telecommunications Policy, 44(9), 102009.
  • Luarn, P., & Lin, H. H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in human behavior, 21(6), 873-891.
  • Malaquias, F., Malaquias, R., & Hwang, Y. (2018). Understanding the determinants of mobile banking adoption: A longitudinal study in Brazil. Electronic Commerce Research and Applications, 30, 1-7.
  • Manrai, R., Goel, U., & Yadav, P. D. (2021). Factors affecting adoption of digital payments by semi-rural Indian women: extension of UTAUT-2 with self-determination theory and perceived credibility. Aslib Journal of Information Management.
  • Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59, 101151.
  • Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International journal of information management, 34(5), 689-703.
  • Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in human behavior, 61, 404-414.
  • Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
  • Purwanto, E., & Loisa, J. (2020). The intention and use behaviour of the mobile banking system in Indonesia: UTAUT Model. Technology Reports of Kansai University, 62(06), 2757-2767.
  • Rachmawati, I. K., Bukhori, M., Majidah, Y., Hidayatullah, S., & Waris, A. (2020). Analysis of use of mobile banking with acceptance and use of technology (UTAUT). International Journal of Scientific and Technology Research, 9(08), 8.
  • Raza, S. A., Shah, N., & Ali, M. (2018). Acceptance of mobile banking in Islamic banks: evidence from modified UTAUT model. Journal of Islamic marketing.
  • Rogers, E. M., Medina, U. E., Rivera, M. A., & Wiley, C. J. (2005). Complex adaptive systems and the diffusion of innovations. The Innovation Journal: The Public Sector Innovation Journal, 10(3), 1-26.
  • Savić, J., & Pešterac, A. (2019). Antecedents of mobile banking: UTAUT model. The European journal of applied economics, 16(1).
  • Shankar, A., & Rishi, B. (2020). Convenience matter in mobile banking adoption intention?. Australasian Marketing Journal (AMJ), 28(4), 273-285.
  • Slade, E. L., Dwivedi, Y. K., Piercy, N. C., & Williams, M. D. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860-873.
  • Statista, (2022a). Number of smartphone subscriptions worldwide from 2016 to 2027. https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/. Erişim Tarihi: 04 Nisan 2022.
  • Statista, (2022b). Mobile internet usage worldwide - statistics & facts. https://www.statista.com/topics/779/mobile-internet/#dossierKeyfigures. Erişim Tarihi: 04 Nisan 2022.
  • Statista, (2022c). Total number of active mobile banking customers in Turkey from 2014 to 2020. https://www.statista.com/statistics/888594/turkey-number-of-active-mobile-banking-customers/. Erişim Tarihi: 04 Nisan 2022.
  • Tarhini, A., El-Masri, M., Ali, M., & Serrano, A. (2016). Extending the UTAUT model to understand the customers’ acceptance and use of internet banking in Lebanon: A structural equation modeling approach. Information Technology & People.
  • TBB, (2021). Dijital, İnternet ve Mobil Bankacılık İstatistikleri. https://www.tbb.org.tr/Content/Upload/istatistikiraporlar/ekler/1604/Dijital-Internet-Mobil_Bankacilik_Istatistikleri-Mart_2021.pdf. Erişim Tarihi: 04 Nisan 2022.
  • Tsai, W. C. (2012). A study of consumer behavioral intention to use e-books: the Technology Acceptance Model perspective. Innovative Marketing, 8(4), 55-66. Tsikriktsis, N. (2004). A technology readiness-based taxonomy of customers: A replication and extension. Journal of service research, 7(1), 42-52.
  • TUIK, (2021). Hanehalkı Bilişim Teknolojileri (BT) Kullanım Araştırması, 2021. https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2021-37437. Erişim Tarihi: 05 Nisan 2022.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  • Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
  • Wang, Y. S., Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). Determinants of user acceptance of Internet banking: an empirical study. International journal of service industry management.
  • We Are Social, (2021). Digital 2021. https://wearesocial.com/uk/blog/2021/01/digital-2021-uk/. Erişim Tarihi: 11 Nisan 2022.
  • Yu, C. S. (2012). Factors affecting individuals to adopt mobile banking: Empirical evidence from the UTAUT model. Journal of electronic commerce research, 13(2), 104.
There are 45 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Main Section
Authors

Görkem Erdoğan 0000-0002-2417-2718

Publication Date April 11, 2023
Published in Issue Year 2023 Volume: 25 Issue: 1

Cite

APA Erdoğan, G. (2023). Bireylerin Mobil Bankacılığı Benimsemesini Etkileyen Faktörler: Genişletilmiş Birleşik Teknoloji Kabulü ve Kullanımı Teorisi (UTAUT) Modeli Çerçevesinde Bir Araştırma. Ankara Hacı Bayram Veli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 25(1), 121-142. https://doi.org/10.26745/ahbvuibfd.1170050