Cilt 13 Sayı 4 (2025): Business & Management Studies: An International Journal
Makaleler

Psikolojik faktörlerin tüketicilerin kripto varlıklara yatırım yapma niyetlerine etkisi: Demografik özelliklerin düzenleyici rolü

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  • Mahmut Selami Akın,
  • Sevi Baloğlu Sevinç
Mahmut Selami Akın
Dr. Öğr. Üyesi, İstanbul Medipol Üniversitesi, İstanbul, Türkiye
Sevi Baloğlu Sevinç
Arş. Gör. Dr., Tekirdağ Namık Kemal Üniversitesi, Tekirdağ, Türkiye

Yayınlanmış 25.12.2025

Anahtar Kelimeler

  • Kripto Varlıklar, Tüketici Davranışı, Algılanan Risk, Tüketici Güveni, Dijital Pazarlama, Finansal FOMO, Öz-Yeterlik
  • Crypto Assets, Consumer Behaviour, Perceived Risk, Consumer Trust, Digital Marketing, Financial FOMO, Self-Efficacy

Nasıl Atıf Yapılır

Psikolojik faktörlerin tüketicilerin kripto varlıklara yatırım yapma niyetlerine etkisi: Demografik özelliklerin düzenleyici rolü. (2025). Business & Management Studies: An International Journal, 13(4), 2383-2405. https://doi.org/10.15295/bmij.v13i4.2681

Telif Hakkı (c) 2025 Mahmut Selami Akın- Sevi Baloğlu Sevinç

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Psikolojik faktörlerin tüketicilerin kripto varlıklara yatırım yapma niyetlerine etkisi: Demografik özelliklerin düzenleyici rolü. (2025). Business & Management Studies: An International Journal, 13(4), 2383-2405. https://doi.org/10.15295/bmij.v13i4.2681

Öz

Bu çalışma, kripto varlıklara karşı algılanan riski literatürde yeterince irdelenmeyen psikolojik faktörler çerçevesinde ele alarak yatırım yapma niyetinin nasıl şekillendiğini keşfetmeyi amaçlamaktadır. Çalışmada kripto varlıklara yönelik risk algılamasının psikolojik belirleyicileri olarak öz-yeterlik, finansal FOMO, gelecek kaygısı, kripto varlıklara güven ve kripto varlık platformlarına güven olarak incelenmiştir. Bununla birlikte bazı temel demografik özelliklerin düzenleyici rolünü ortaya çıkarmak hedeflenmiştir. İstanbul örnekleminde toplanan 287 geçerli veri kullanılarak Yapısal Eşitlik Modellemesi, PROCESS makrosu aracılığıyla dolaylı ve düzenleyici etki analizleri yürütülmüştür. Araştırma sonucunda katılımcılarda öz-yeterlik ve kripto varlıklara güvenin bu tür varlıklara karşı algılanan riski ters yönde etkileyerek azalttığı, gelecek kaygısının ise algılanan riski artırdığı saptanmıştır. Finansal FOMO ve kripto varlık platformlarına olan güvenin algılanan risk üzerinde anlamlı etkisi bulunmamıştır. Ayrıca katılımcıların risk algılamasının kripto varlıklara yatırım yapma niyetini olumsuz yönde etkilediği ortaya çıkarılmıştır. Diğer yandan, cinsiyetin düzenleyici etkisi bulunmazken, gelecek kaygısının algılanan risk üzerindeki etkisinde medeni durumun düzenleyici rolü olduğu keşfedilmiştir. Araştırma bulguları doğrultusunda teorik çıkarımlar yapılmış ve kripto varlık pazarında faaliyet gösteren aktörlere güven artırıcı stratejiler konusunda içgörüler sunulmuştur.

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