Mobil Bankacılık Uygulamalarının Benimsemesini Etkileyen Faktörler: Genç Tüketiciler Üzerinde Bir Araştırma
Factors Affecting the Adoption of Mobile Banking Applications: A Research on Young Consumers

Summary/Abstract: Rapid technological developments require many businesses to follow the developing technology and adapt quickly. Mobile applications developed in recent years have an important place in consumer behavior. Banks have started to use mobile applications early in their service delivery compared to many other sectors. However, consumer acceptance is very important for the success of these applications. The aim of this study is to reveal the effects of the factors affecting the acceptance of mobile banking applications by young consumers on the behavioral intention of consumers to use mobile banking applications. Research data were collected by online survey method. The obtained data were analyzed with Smart PLS structural equation modeling. As a result of the analysis, it was found that the perceived benefit and perceived compatibility factors had a positive effect on the behavioral intention of young consumers to use mobile banking applications. The dimensions of perceived ease of use, social impact, facilitating conditions, relative advantage and perceived risk in the research model did not have a significant effect on the behavioral intention of young consumers to use mobile banking applications. The effect of young consumers' behavioral intention to use mobile banking applications on their usage behavior was also found to be quite high. The results will help the bank managers in charge of developing mobile bank applications and determining marketing strategies.

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