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PERAKENDECİLİK SEKTÖRÜNDE TÜKETİCİLERİN KASİYERSİZ KASALARA ADAPTASYONUNU ETKİLEYEN FAKTÖRLERİN İNCELENMESİ ÜZERİNE AMPİRİK BİR ÇALIŞMA

Year 2017, 16. UIK Special Issue, 101 - 116, 15.09.2017
https://doi.org/10.18092/ulikidince.323098

Abstract



Kasiyersiz
kasaları kullanmaya karşı birçok müşteri direnç göstermekte ve geleneksel ödeme
yöntemlerini terk etmemektedir. Bu durum yeni teknolojilerin iş süreçlerine
adaptasyonunu engellemekte ve yeni teknolojik yatırımların atıl kalmasına neden
olmaktadır. Bu çalışmanın amacı, tüketicilerin kasiyersiz kasaları kullanımına
ilişkin adaptasyonlarını etkileyen faktörleri, teknoloji kabul modeli temel
alınarak incelemek ve açıklamaktır. Bu kapsamda, oluşturulan anketler 346
kişiye uygulanmış ve çalışma hipotezleri yapısal eşitlik modeli ile test
edilmiştir. Ayrıca aracılık hipotezlerini test etmek amacıyla sobel testi
kullanılmıştır. Analiz sonuçlarına göre, kasiyersiz kasanın kullanım kolaylığı
algısı, kullanım sonrası algılanan faydası ve kullanım keyfi, kasiyersiz kasa
kullanımı sonrası elde edilen tatmini olumlu yönde etkilemektedir. Kasiyersiz
kasa kullanımına ilişkin tatmin, tekrar kullanma niyetini olumlu yönde
etkilemektedir. Sobel testi analiz sonuçlarına göre ise, tüketicilerin
kasiyersiz kasalardan elde ettikleri kullanım kolaylığı, kullanım faydası ve
kullanım keyfi algısı ile niyet arasındaki ilişkide, tatmin, aracılık etkisine
sahiptir.



References

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  • Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic and statistical considerations. Journal of Personality and social Psychology, 51, 1173-1182.
  • Beatson, A., Lee, N. ve Coote, L. (2007) Self-service technology and the service encounter. The Service Endustry Journal, 27(1),75–89
  • Brown, S.A. ve Venkatesh, V. (2005). Model of adoption of technology in the household: a baseline model test and extension incorporating household life cycle. MIS Quarterly, 29(4), 399-426.
  • Childers, T. L., Christopher L. C., Joann, P. ve Stephen, C. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535.
  • Chiu, Y.-T., Fang, S.-C. ve Tseng, C.-C. (2010). Early versus potential adopters: exploring the antecedents of use intention in the context of retail service innovations. International Journal of Retail & Distribution Management, 38(6), 443-459.
  • Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service encounters. Journal of Retailing, 76(2), 193-218.
  • Dabholkar, P. A. (1994). Technology-based service delivery: a classification scheme for developing marketing strategies. Advances in services marketing and management, 3(1), 241-271.
  • Dabholkar, P. A. (1996). Consumer evaluations of new technology based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13, 29-51.
  • Dabholkar, P.A. ve Bagozzi, R.P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
  • Davis, F. D. (1989) “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, Vol. 13, No. 3, September 1989, pp. 319-340.
  • Davis, F.D., Bagozzi, R.P. ve Warshaw, P.R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Deng, Z., Lu, Y., Wei, K.K. ve Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
  • Fernandes, T., & Pedroso, R. (2017). The effect of self-checkout quality on customer satisfaction and repatronage in a retail context. Service Business, 11(1), 69-92.
  • Frazier, P. A., Tix, A. P. ve Baron, K. E. (2004). Testing Moderator and Mediator Effects in Counseling Psychology Research, Journal of Counseling Psychology, 51(1):115–134.
  • Greenfield, G. ve Rohde, F. (2009). Technology acceptance: not all organizations or workers may be the same. International Journal of Accounting Information Systems, 10(4), 263-272.
  • Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey. Hong, J.C. , Hwang, M.Y. , Hsu, H.F. , Wong, W.T. , & Chen, M.Y. (2011). Applying the technology acceptance model in a study of the factors affecting usage of the Taiwan digital archives system. Computers & Education, 57, 2086-2094.
  • Kim, Y. J., Chun, J. U. ve Song, J. (2009). Investigating the role of attitude in technology acceptance from an attitude strength perspective. International Journal of Information Management, 29, 67–77.
  • Kurulgan, M. ve Paşaoğlu, D. (2013). Bilgi Profesyonellerinin Bilgi Teknolojisi Kullanma Eğilimlerinin Belirlenmesi Üzerine Üniversite Kütüphanelerinde Yapılan Karşılaştırmalı Bir Araştırma. Türk Kütüphaneciliği, 27(1), 52-78.
  • Lanseng, E. J., ve Andreassen, T. W. (2007). Electronic healthcare: A study of people's readiness and attitude toward performing self-diagnosis. International Journal of Service Industry Management, 18(4), 394–417.
  • Liao, Z. ve Cheung, M.T. (2001). Internet-Based E-Shopping and Consumer Attitudes an Empirical Study. Information & Management, 38(5), 299-306. Lin, C. ve Hsieh, P. (2011). Assessing the self-service technologies encounters: development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194–206.
  • Lin, J. S. C. ve Chang, H.C. (2011). The role of technology readiness in self-service technology acceptance. Managing Service Quality An International Journal, 21(4), 424-444.
  • Nunnally, J. C. (1978). Psychometric theory. New York: Mc Graw-Hill.
  • Oghazi, P., Mostaghel, R., Hultman, M. ve Parida, V. (2012). Antecedents of technology-based self-service acceptance: a proposed model. Services Marketing Quarterly, 33(3), 195-210.
  • Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction. Journal of Consumer Research, 20(3), 418-430.
  • Ong, A.D. ve Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Orel, F. ve Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(4):118–129.
  • Sumak, B., Pusnik, M., ve Hericko, M. (2014). An empirical study of factors affecting the adoption of self-service checkout terminals in Slovenia. 37. International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO), Opatija, Croatia.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayınları.
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
  • Venkatesh, V. ve Bala, H. (2008). Technology Acceptance Model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.
  • Venkatesh, V., Tong, J.Y. ve Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
  • Wang, M. Ve Chih-Hung. (2012). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality: An International Journal, 22(2), 128–144.
  • Weijters, B., Rangarajan, D., Falk, T. ve Schillewaert, N. (2007). Determinants and outcomes of customers’ use of self-service technology in a retail setting. Journal of Service Research,10(1), 3-21.
Year 2017, 16. UIK Special Issue, 101 - 116, 15.09.2017
https://doi.org/10.18092/ulikidince.323098

Abstract

References

  • Bağlıbel, M. , Samancıoğlu, M. ve Summak, M.S. (2010). Okul Yöneticileri Tarafından E-Okul Uygulamasının Genişletilmiş Teknoloji Kabul Modeline Göre Değerlendirilmesi. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(7), 331-348.
  • Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic and statistical considerations. Journal of Personality and social Psychology, 51, 1173-1182.
  • Beatson, A., Lee, N. ve Coote, L. (2007) Self-service technology and the service encounter. The Service Endustry Journal, 27(1),75–89
  • Brown, S.A. ve Venkatesh, V. (2005). Model of adoption of technology in the household: a baseline model test and extension incorporating household life cycle. MIS Quarterly, 29(4), 399-426.
  • Childers, T. L., Christopher L. C., Joann, P. ve Stephen, C. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535.
  • Chiu, Y.-T., Fang, S.-C. ve Tseng, C.-C. (2010). Early versus potential adopters: exploring the antecedents of use intention in the context of retail service innovations. International Journal of Retail & Distribution Management, 38(6), 443-459.
  • Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service encounters. Journal of Retailing, 76(2), 193-218.
  • Dabholkar, P. A. (1994). Technology-based service delivery: a classification scheme for developing marketing strategies. Advances in services marketing and management, 3(1), 241-271.
  • Dabholkar, P. A. (1996). Consumer evaluations of new technology based self-service options: An investigation of alternative models of service quality. International Journal of Research in Marketing, 13, 29-51.
  • Dabholkar, P.A. ve Bagozzi, R.P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
  • Davis, F. D. (1989) “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, Vol. 13, No. 3, September 1989, pp. 319-340.
  • Davis, F.D., Bagozzi, R.P. ve Warshaw, P.R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Deng, Z., Lu, Y., Wei, K.K. ve Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
  • Fernandes, T., & Pedroso, R. (2017). The effect of self-checkout quality on customer satisfaction and repatronage in a retail context. Service Business, 11(1), 69-92.
  • Frazier, P. A., Tix, A. P. ve Baron, K. E. (2004). Testing Moderator and Mediator Effects in Counseling Psychology Research, Journal of Counseling Psychology, 51(1):115–134.
  • Greenfield, G. ve Rohde, F. (2009). Technology acceptance: not all organizations or workers may be the same. International Journal of Accounting Information Systems, 10(4), 263-272.
  • Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey. Hong, J.C. , Hwang, M.Y. , Hsu, H.F. , Wong, W.T. , & Chen, M.Y. (2011). Applying the technology acceptance model in a study of the factors affecting usage of the Taiwan digital archives system. Computers & Education, 57, 2086-2094.
  • Kim, Y. J., Chun, J. U. ve Song, J. (2009). Investigating the role of attitude in technology acceptance from an attitude strength perspective. International Journal of Information Management, 29, 67–77.
  • Kurulgan, M. ve Paşaoğlu, D. (2013). Bilgi Profesyonellerinin Bilgi Teknolojisi Kullanma Eğilimlerinin Belirlenmesi Üzerine Üniversite Kütüphanelerinde Yapılan Karşılaştırmalı Bir Araştırma. Türk Kütüphaneciliği, 27(1), 52-78.
  • Lanseng, E. J., ve Andreassen, T. W. (2007). Electronic healthcare: A study of people's readiness and attitude toward performing self-diagnosis. International Journal of Service Industry Management, 18(4), 394–417.
  • Liao, Z. ve Cheung, M.T. (2001). Internet-Based E-Shopping and Consumer Attitudes an Empirical Study. Information & Management, 38(5), 299-306. Lin, C. ve Hsieh, P. (2011). Assessing the self-service technologies encounters: development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194–206.
  • Lin, J. S. C. ve Chang, H.C. (2011). The role of technology readiness in self-service technology acceptance. Managing Service Quality An International Journal, 21(4), 424-444.
  • Nunnally, J. C. (1978). Psychometric theory. New York: Mc Graw-Hill.
  • Oghazi, P., Mostaghel, R., Hultman, M. ve Parida, V. (2012). Antecedents of technology-based self-service acceptance: a proposed model. Services Marketing Quarterly, 33(3), 195-210.
  • Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction. Journal of Consumer Research, 20(3), 418-430.
  • Ong, A.D. ve Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Orel, F. ve Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(4):118–129.
  • Sumak, B., Pusnik, M., ve Hericko, M. (2014). An empirical study of factors affecting the adoption of self-service checkout terminals in Slovenia. 37. International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO), Opatija, Croatia.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayınları.
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
  • Venkatesh, V. ve Bala, H. (2008). Technology Acceptance Model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.
  • Venkatesh, V., Tong, J.Y. ve Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
  • Wang, M. Ve Chih-Hung. (2012). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality: An International Journal, 22(2), 128–144.
  • Weijters, B., Rangarajan, D., Falk, T. ve Schillewaert, N. (2007). Determinants and outcomes of customers’ use of self-service technology in a retail setting. Journal of Service Research,10(1), 3-21.
There are 35 citations in total.

Details

Journal Section Articles
Authors

Ümit Doğrul

Alaiddin Koşar

Publication Date September 15, 2017
Published in Issue Year 2017 16. UIK Special Issue

Cite

APA Doğrul, Ü., & Koşar, A. (2017). PERAKENDECİLİK SEKTÖRÜNDE TÜKETİCİLERİN KASİYERSİZ KASALARA ADAPTASYONUNU ETKİLEYEN FAKTÖRLERİN İNCELENMESİ ÜZERİNE AMPİRİK BİR ÇALIŞMA. Uluslararası İktisadi Ve İdari İncelemeler Dergisi101-116. https://doi.org/10.18092/ulikidince.323098

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