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Müşterilerin Teknoloji Kabul Modeli (TAM) Kapsamında Davranışsal Niyetleri: Migros Jet Kasa Örneği

Yıl 2023, Cilt: 12 Sayı: 3, 1874 - 1903, 30.09.2023

Cemal Gümüş Selda Fındıklı Emine Pınar Saygın

https://doi.org/10.15869/itobiad.1296686

Öz

Bu çalışma, tüketicilerin market alışverişlerinde self check-out noktalarına yönelik tutum ve niyetlerini ortaya çıkarmayı amaçlamaktadır. Bu amaçla Migros alışveriş mağazalarında Migros Jet Kasa (self check-out) ödeme noktalarını en az bir kez kullanan tüketicilere anket uygulanmıştır. Bu doğrultuda 383 kişinin cevapladığı anketin sonuçları analiz edilmiştir. Araştırma sonucunda teknoloji kullanım yeterliliğinin hem algılanan kullanım kolaylığı hem de algılanan fayda üzerinde olumlu bir etkiye sahip olduğu görülmüştür. Buradan hareketle teknoloji kullanma becerisi arttıkça algılanan kullanım kolaylığı ve algılanan faydanın artacağı ifade edilebilir. Yeni teknoloji endişesi, algılanan kullanım kolaylığını ve algılanan kullanışlılığı önemli ölçüde etkilemediği görülmüştür. Öte yandan algılanan kullanım kolaylığı, tutumu anlamlı ve olumlu yönde etkilemektedir. Benzer şekilde algılanan fayda da tutumu anlamlı ve olumlu yönde etkiler. Dolayısıyla hem algılanan kullanım kolaylığı hem de algılanan fayda arttıkça tutumun da olumlu yönde artacağı söylenebilir. Son olarak, tutum, davranışsal niyeti önemli ölçüde ve olumlu yönde etkiler. Tutum olumlu yönde arttığında davranışsal niyetin de artacağı ifade edilebilir.

Anahtar Kelimeler

Müşteri davranışı Self Servis Teknolojileri Self-Checkout Teknoloji Kabul Modeli Migros Jet Kasa

Kaynakça

  • Archimi, C. S., Reynaud, E. Yasin, H. M. & Bhatti, Z. A. (2018). How perceived corporate social responsibility affects employee cynicism: The mediating role of organizational trust. Journal of Business Ethics, 151(4), 907-921.
  • Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
  • Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2017), “Mobile payments adoption by US consumers: an extended TAM. International Journal of Retail & Distribution Management, 45(6), 626-640. DOI: 10.1108/IJRDM-08-2016-0144.
  • Bateson, J.E.G. (1985). Self-service consumer: an exploratory study. Journal of Retailing, Vol. 61 No. 3, pp. 49-76.
  • Bhatiasevi, V., & Naglis, M. (2016). Investigating the structural relationship for the determinants of cloud computing adoption in education. Education and Information Technologies, 21, 1197-1223.
  • Campbell, C. S., Maglio, P. P., & Davis, M. M. (2011). From self-service to super-service: a resource mapping framework for co-creating value by shifting the boundary between provider and customer. Information Systems and E-Business Management, 9, 173-191.doi:10.1007/s10257-010-0142-4 .
  • Castillo-Manzano, J. I., & López-Valpuesta, L. (2013). Check-in services and passenger behavior: Self service technologies in airport systems. Computers in Human Behavior. 29(6), 2431-2437.
  • Chien, A. W., Kurnia, S., & von Westarp, F. (2003). The acceptance of online grocery shopping, BLED 2003 Proceedings, 52.
  • Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Çelik, Y. (2020). Self Servı̇s Kasa Sı̇stemlerı̇nı̇n Kullanılabı̇lı̇rlı̇k Karşılaştırması (Master's thesis, Bahçeşehir Üniversitesi).
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Davis, F.D. (1986), Technology Acceptance Model for Empirically Testing New and User Information Systems: Theory and Results, Doctoral Dissertation, MIT.
  • Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, September.
  • 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.
  • Dogtownmedia, (2023). Computer Vision and AI self-checkout solutions Avaliable at: https://www.dogtownmedia.com/computer-vision-and-ai-powered-self-checkout-solutions/, date of access: 28. 08. 2023
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  • Gülşen, İ. (2019). İşletmelerde Yapay Zekâ Uygulamaları ve Faydaları: Perakende Sektöründe Bir Derleme, Tüketici ve Tüketim Araştırmaları Dergisi, 11(2), 407-436
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Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa

Yıl 2023, Cilt: 12 Sayı: 3, 1874 - 1903, 30.09.2023

Cemal Gümüş Selda Fındıklı Emine Pınar Saygın

https://doi.org/10.15869/itobiad.1296686

Öz

This study aims to reveal the attitudes and intentions of consumers towards self check-out points in their grocery shopping. For this purpose, a questionnaire was applied to consumers who used the Migros Jet Kasa (self check-out) payment points in Migros shopping stores at least once. In this direction, the results of the survey answered by 383 people were analyzed. As a result of the study it has been observed that technology use proficiency has a positive effect on both perceived ease of use and perceived usefulness. From this point of view, it can be stated that when the ability to use technology increases, perceived ease of use and perceived usefulness will increase. New technology concern does not significantly affect perceived ease of use and perceived usefulness. On the other hand, perceived ease of use affects attitude significantly and positively. Similarly, perceived usefulness also affects attitude in a meaningful and positive way. Therefore, it can be said that when both perceived ease of use and perceived usefulness increase, the attitude will increase in a positive way. Finally, attitude significantly and positively affects behavioral intention. It can be stated that when the attitude increases positively, the behavioral intention will also increase.

Anahtar Kelimeler

Self Service Technologies Self-Checkout Technology Acceptance Model Migros Jet Kasa Customer Behavior

Kaynakça

  • Archimi, C. S., Reynaud, E. Yasin, H. M. & Bhatti, Z. A. (2018). How perceived corporate social responsibility affects employee cynicism: The mediating role of organizational trust. Journal of Business Ethics, 151(4), 907-921.
  • Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
  • Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2017), “Mobile payments adoption by US consumers: an extended TAM. International Journal of Retail & Distribution Management, 45(6), 626-640. DOI: 10.1108/IJRDM-08-2016-0144.
  • Bateson, J.E.G. (1985). Self-service consumer: an exploratory study. Journal of Retailing, Vol. 61 No. 3, pp. 49-76.
  • Bhatiasevi, V., & Naglis, M. (2016). Investigating the structural relationship for the determinants of cloud computing adoption in education. Education and Information Technologies, 21, 1197-1223.
  • Campbell, C. S., Maglio, P. P., & Davis, M. M. (2011). From self-service to super-service: a resource mapping framework for co-creating value by shifting the boundary between provider and customer. Information Systems and E-Business Management, 9, 173-191.doi:10.1007/s10257-010-0142-4 .
  • Castillo-Manzano, J. I., & López-Valpuesta, L. (2013). Check-in services and passenger behavior: Self service technologies in airport systems. Computers in Human Behavior. 29(6), 2431-2437.
  • Chien, A. W., Kurnia, S., & von Westarp, F. (2003). The acceptance of online grocery shopping, BLED 2003 Proceedings, 52.
  • Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
  • Çelik, Y. (2020). Self Servı̇s Kasa Sı̇stemlerı̇nı̇n Kullanılabı̇lı̇rlı̇k Karşılaştırması (Master's thesis, Bahçeşehir Üniversitesi).
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
  • Davis, F.D. (1986), Technology Acceptance Model for Empirically Testing New and User Information Systems: Theory and Results, Doctoral Dissertation, MIT.
  • Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, September.
  • 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.
  • Dogtownmedia, (2023). Computer Vision and AI self-checkout solutions Avaliable at: https://www.dogtownmedia.com/computer-vision-and-ai-powered-self-checkout-solutions/, date of access: 28. 08. 2023
  • Doğrul, Ü., & Koşar, A. Perakendecilik Sektöründe Tüketicilerin Kasiyersiz Kasalara Adaptasyonunu Etkileyen Faktörlerin İncelenmesi Üzerine Ampirik Bir Çalışma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 101-116.
  • Driediger, F., & Bhatiasevi, V. (2019). Online grocery shopping in Thailand: Consumer acceptance and usage behavior. Journal of Retailing and Consumer Services, 48, 224-237.
  • Edition, (2022). Nobody likes self-checkout. Here’s why it’s everywhere Avaliable at: https://edition.cnn.com/2022/07/09/business/self-checkout-retail/index.html, date of access: 04.02.2023
  • Elmas, T. (2019). Mobil jet kasa tasarımı (Master's thesis, Altınbaş Üniversitesi).
  • Fishbein, M., & Ajzen, I. (1975), Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, MA: Addison-Wesley.
  • Fitzsimmons, J. A. (2003). Is self‐service the future of services? Managing Service Quality: An International Journal, 13(6), 443-444.
  • Fornell, C., & D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39 – 50.
  • Fortune, (2022). The global self-checkout system market is projected to grow from $4.51 billion in 2022 to $12.01 billion by 2029, at a CAGR of 15.0% in forecast period”, https://www.fortunebusinessinsights.com/self-checkout-system-market-106779, (Erişim: 07.02.2023).
  • Fu, H. P., Chang, T. H., Lin, S. W., Teng, Y. H., & Huang, Y. Z. (2023). Evaluation and adoption of artificial intelligence in the retail industry. International Journal of Retail & Distribution Management, 51(6), 773-790.
  • Garg, A. K. (2019). Self-Checkout Systems For Grocery Stores in Dublin! A Customers’perspective, Master’s Thesis, Technological University Dublin.
  • Gülşen, İ. (2019). İşletmelerde Yapay Zekâ Uygulamaları ve Faydaları: Perakende Sektöründe Bir Derleme, Tüketici ve Tüketim Araştırmaları Dergisi, 11(2), 407-436
  • Gülşen, İ., & Özdemir, Ş. (2018). Perakendecilikte teknolojik yenilikler ve uygulamalar. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 869-876.
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  • Kalaycı, Ş. (2017). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Dinamik Akademi Yayın Dağıtım.
  • Karaömerlioğlu, D., & Özeltürkay, E. Y. (2018). Teknoloji çocuklarının akıllı perakendecilik uygulamalarına ilişkin deneyim ve beklentilerini belirlemeye yönelik keşifsel bir çalışma. Gençlik Araştırmaları Dergisi, 6(15), 135-158.
  • Kement, Ü. (2019). Yeşil tutumunun davranışsal niyet türlerine etkisi: Yeşil imajın aracılık rolü. OPUS International Journal of Society Researches, 10(17), 370-394.
  • Kim, H. Y., Lee, J. Y., Mun, J. M., & Johnson, K. K. (2017). Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model. International Journal of Fashion Design, Technology and Education, 10(1), 26-36.
  • Kurumu, R. (2021). Türkiye HTM Perakendeciliği Sektör İncelemesi Ön Raporu. Ankara: Rekabet Kurumu.
  • Lee, H. J., Cho, H. J., Xu, W., & Fairhurst, A. (2010). The influence of consumer traits and demographics on intention to use retail self‐service checkouts. Marketing Intelligence & Planning, 28(1), 46-58.
  • Liu, C., Marchewka, J. T., Lu, J. & Yu, C. S. (2005). Beyond concern: A privacy-trust behavioral intention model of electronic commerce. Information & Management, 42, 289-304.
  • Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Common method variance in IS research: comparison of alternative approaches and a reanalysis of past research. Management Science, 52(12), 1865–1883.
  • Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of consumer research, 31(2), 324-332.
  • Maulana, F., Putra, R. P., & Hanafiah, N. (2021, October). Self-checkout system using RFID (Radio Frequency Identification) technology: A survey. In 2021 1st International Conference on Computer Science and Artificial Intelligence (ICCSAI) (Vol. 1, pp. 273-277). IEEE.
  • McKinsey, (2022). Navigating the market headwinds: The state of grocery retail 2022 Avaliable at:https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20grocery%20europe%202022/navigating-the-market-headwinds-the-state-of-grocery-retail-2022-europe.pdf, date of access: 03.02.2023
  • McKinsey, (2022). The State of Grocery Retail 2022 Avaliable at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20grocery%20europe%202022/navigating-the-market-headwinds-the-state-of-grocery-retail-2022-europe.pdf date of access: 05.02.2022
  • McWilliams, A., Anitsal, I., & Anitsal, M. M. (2016). Customer vs. employee perceptions: A review of self- service technology options as illustrated in self-checkouts in U.S. retail industry. Academy of Marketing Studies Journal, 20(1), 79–98.
  • Mendat, C. C., & Mayhorn, C. B. (2007, October). An evaluation of self-checkout systems. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (Vol. 51, No. 17, pp. 1011-1014). Sage CA: Los Angeles, CA: SAGE Publications.
  • Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64
  • Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
  • Migros Kurumsal, (2023), Migros Hakkımızda Avaliable at: https://www.migroskurumsal.com/hakkimizda/markalarimiz, date of access: 13.09.2023
  • Ncr.co (2022). Self-Checkout: A Global Consumer Perspective Avaliable at: https://www.ncr.co.jp/wpcontent/uploads/files/solutions/self/fl/fl_wpa/RET_SCO_wp.pdf, date of access: 04.02.29023
  • Orel, F. D., & 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(2), 118-129.
  • Ozdemir, A. (2022). Porter Jenerik Rekabet Stratejileri: Türkiye Perakende Market Zincirleri. Al Farabi Uluslararası Sosyal Bilimler Dergisi, 7(4), 50-59.
  • Özkavukcu, A. (2017). Hoshin Kanri sistematiği altında aksiyomlarla ürün ve süreç tasarımı: Perakende sektöründe bir uygulama. (Doktora Tezi, İstanbul Teknik Üniversitesi)
  • Öztürk, S., Kıygı, S., Ürper, C., & Özgür, U. (2015, October). Comparing non-users, moderate users and high users of self-service technologies in an emerging economy. In Thriving in a New World Economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (pp. 138-142). Cham: Springer International Publishing.
  • Porter, M. E., & Kramer, M. R. (2019). Creating shared value. In Managing sustainable business (pp. 323-346). Springer, Dordrecht.
  • Qikserve, (2022). The evolution of self-service technology Avaliable at: https://qikserve.com/the-evolution-of-self-service-technology/, date of access: 04.02.2022
  • Pallant, J. (2011). SPSS survival manual: A step-by-step guide to data analysis using SPSS (4th ed.). New York: Open University Press.
  • Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57, 102207.
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  • Renko, S., & Druzijanic, M. (2014). Perceived usefulness of innovative technology in retailing: Consumers׳ and retailers׳ point of view, Journal of Retailing and Consumer services, 21(5), 836-843.
  • Retailhumanresources, (2022). Sainsbury’s opens on site of first self-service süpermarket Avaliable at: https://www.retailhumanresources.com/business-news/sainsbury-s-opens-on-site-of-first-self-service-supermarket, date of access: 04.02.2022
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  • Severin W. J. & Tankard J. W. (2001). Communication theories: origins methods and uses in the mass media (5th ed.). Addison Wesley Longman.
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Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Cemal Gümüş 0000-0002-0283-1073

Selda Fındıklı 0000-0002-4341-3249

Emine Pınar Saygın 0000-0001-8435-2924

Erken Görünüm Tarihi 25 Eylül 2023
Yayımlanma Tarihi 30 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 12 Sayı: 3

Kaynak Göster

APA Gümüş, C., Fındıklı, S., & Saygın, E. P. (2023). Behavioral Intentions of Customers Under the Technology Acceptance Model (TAM): Example of Migros Jet Kasa. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 12(3), 1874-1903. https://doi.org/10.15869/itobiad.1296686
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