Cilt 13 Sayı 3 (2025): Business & Management Studies: An International Journal
Makaleler

Yenilikçi teknolojilerin benimsenmesinin önündeki engeller ve fırsatlar: Genişletilmiş Teknoloji Kabul Modeli ile temassız ödeme ve tüketici ilişkisi üzerine ampirik bir araştırma

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  • Barış Armutçu
Barış Armutçu
Dr. Öğr. Üyesi, Iğdır Üniversitesi, Iğdır, Türkiye

Yayınlanmış 25.09.2025

Anahtar Kelimeler

  • Innovative Technologies, Contactless Payment, Technology Adoption, Consumer Behaviour, Intention to Reuse
  • Yenilikçi Teknolojiler, Temassız Ödeme, Teknoloji Benimseme, Tüketici Davranışı, Yeniden Kullanım Niyeti

Nasıl Atıf Yapılır

Yenilikçi teknolojilerin benimsenmesinin önündeki engeller ve fırsatlar: Genişletilmiş Teknoloji Kabul Modeli ile temassız ödeme ve tüketici ilişkisi üzerine ampirik bir araştırma. (2025). Business & Management Studies: An International Journal, 13(3), 1504-1523. https://doi.org/10.15295/bmij.v13i3.2611

Telif Hakkı (c) 2025 Barış Armutçu

Creative Commons License

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

Nasıl Atıf Yapılır

Yenilikçi teknolojilerin benimsenmesinin önündeki engeller ve fırsatlar: Genişletilmiş Teknoloji Kabul Modeli ile temassız ödeme ve tüketici ilişkisi üzerine ampirik bir araştırma. (2025). Business & Management Studies: An International Journal, 13(3), 1504-1523. https://doi.org/10.15295/bmij.v13i3.2611

Öz

Günümüzde dijitalleşmenin hızla artmasıyla birlikte, temassız ödeme sistemleri gibi yenilikçi teknolojilerin benimsenmesi hem tüketiciler hem de işletmeler için kritik bir öneme sahiptir. Bu çalışma genişletilmiş teknoloji kabul modeli (TKM) ile, temassız ödeme teknolojilerinin benimsenmesinde etkili olan faktörleri tüketici davranışları üzerinden incelemeyi amaçlamaktadır. Yapısal eşitlik modeli (PLS-SEM) kullanılarak test edilen modelde, algılanan kullanım kolaylığı, algılanan fayda, algılanan risk, hizmet kalitesi, algılanan güven, sosyal değer, marka deneyimi, marka tercihi, memnuniyet ve yeniden kullanım niyeti arasındaki ilişkiler ampirik olarak analiz edilmiştir. Ayrıca çalışma, memnuniyetin, marka deneyimi ve marka tercihi ile yeniden kullanım niyeti arasındaki ilişkide aracılık rolünü de araştırmaktadır. Bulgular, algılanan kullanım kolaylığı, algılanan güven ve hizmet kalitesinin marka deneyimi üzerinde anlamlı ve pozitif etkisi olduğunu ortaya koymuştur. Marka deneyimi ve marka tercihi kullanıcı memnuniyeti üzerinde anlamlı ve olumlu etkiye sahiptir. Ayrıca, memnuniyetin, marka deneyimi ve marka tercihi ile yeniden kullanım niyeti arasındaki ilişkide önemli bir aracılık rolü oynadığı tespit edilmiştir. Bu sonuçlar, kullanıcı memnuniyetinin tüketicilerin temassız ödeme teknolojilerini tekrar kullanma niyetlerinde kritik bir köprü olduğunu göstermektedir. Algılanan risk ve faydanın beklenen anlamlı etkilerinin bulunmaması ise teknolojinin benimsenmesinde bağlamsal faktörlerin önemine işaret etmektedir. Çalışma, teknoloji kabulü literatürüne önemli teorik katkılar sunarken, finansal teknoloji (fintech) sektöründe kullanıcı deneyimini ve memnuniyetini artırmaya yönelik pratik öneriler de sunmaktadır.

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