E-ticaret alışverişlerinde ödeme yöntemi olarak karekod ile ödeme yönteminin kullanım eğiliminin teknoloji kabul modeli kullanılarak incelenmesi
Examining the factors affecting the behavioral intention to use qr code payment system for e-commerce shopping as a payment method
Yazar: HAKAN YILMAZ
Danışman: PROF. DR. FETHİ ÇALIŞIR
İstanbul Teknik Üniversitesi / Lisansüstü Eğitim Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Endüstri Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2022
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering
Dizin: Bilgi teknolojisi = Information technology ; Elektronik ticaret = Electronic commerce ; Karekod = QR code ; Ödeme yöntemleri = Payment methods

Özet:
Teknolojinin gelişmesi ile birlikte her alanda olduğu gibi ödeme sistemleri de hızlıca gelişmekte ve değişmektedir. Bugün geleneksel ödeme yöntemi olarak kabul edilen nakit ile ödemeden kart ile ödemeye, NFC ile ödemeden yüz tanıma ile ödemeye bir çok ödeme yöntemi ortaya çıkmıştır. Özelikle son dönemlerde mobil telefonların da gelişmesi ve kullanımının artması ile ödeme yöntemlerinin bir sınıfı olan mobil ödeme yöntemleri de çeşitlenmiştir. SMS ile ödeme, NFC ile ödeme, karekod ile ödeme gibi ödeme yöntemlerinin içinde daha düşük maliyetle kullanılmaya başlanabilmesi ve hızlıca yaygınlaştırılabilmesi özellikleriyle karekod ile ödeme yöntemi ön plana çıkmaktadır. Literatürde birçok ödeme yöntemini araştıran çalışma olduğu gibi karekod ödeme yöntemini de konu alan bazı çalışmalar bulunmuş ancak ödeme yapılan ortamın
fiziksel ya da sanal bir ortam olmasına göre bir ayrım yapan çalışmaya rastlananamıştır. Bu çalışmada da ödeme yapılan ortamın kullanıcının tercih edeceği ödeme yöntemini ciddi olarak etkileyeceği düşünüldüğünden ve son dönemde Covid 19 pandemisinin de etkisiyle artan sanal işlemler dikkate alınarak, e-ticaret alışverişlerinde karekod ile ödeme yönteminin kullanım eğiliminin araştırılması amaçlanmıştır. Literatürde bilgi teknolojilerinin kabulünü araştıran farklı model ve teoriler bulunmaktadır. Bunlardan en yaygın kullanılanların sebepli eylem teorisi, planlanmış davranış teorisi ve teknoloji kabul modeli olduğu söylenebilir. Bu çalışmada da e-ticaret alışverişlerinde karekod ile ödeme yönteminin kullanım eğilimi teknoloji kabul modeli baz alınarak araştırılmıştır. Standart teknoloji kabul modeli faktörleri olan
algılanan kullanım kolaylığı, algılanan fayda, kullanımla ilgili tutum ve kullanım niyeti faktörlerine ek olarak araştırma konusunda etkili olacağı düşünülen algılanan güvenlik ve algılanan fayda faktörleri eklenerek genişletilmiş bir teknoloji kabul modeli oluşturulmuştur. Faktörler arasında pozitif ilişki olan toplam 9 hipotez ortaya atılmıştır.
Araştırma modelinin test edilebilmesi için gerekli veri, anket metodolojisi ile elde edilmiş ve bu veri SmartPLS yazılımı üzerinden yapısal eşitlik modellemesi istatistiksel yöntemine göre analiz edilmiştir. Analiz sonucunda ortaya atılan 9 hipotezden 7'si desteklenmiştir. Özetle, e-ticaret alışverişlerinde karekod ile ödeme yöntemi kullanma niyetinin; algılanan eğlence, algılanan fayda, algılanan güvenlik, algılanan kullanım kolaylığı, kullanımla ilgili tutum faktörleri tarafından açıklandığı görülmüştür. Algılanan eğlence ve kullanımla ilgili tutumun kullanım niyetine
doğrudan etki ettiği görülmüş, doğrudan etki olarak en çok etki eden faktör kullanımla ilgili tutum olmuştur. Faktörler arasındaki ilişkilere bakıldığında ise; algılanan kullanım kolaylığının algılanan faydayı, algılanan faydanın kullanımla ilgili tutumu, kullanımla ilgili tutumun kullanım niyetini, algılanan güvenliğin kullanımla ilgili tutumu, algılanan eğlencenin algılanan kullanım kolaylığını ve kullanımla ilgili tutumu ve kullanım niyetini pozitif etkilediği görülmüştür. Tüm faktörler ile birlikte araştırma modeli kullanım niyetinin %76,4'ünü açıklamaktadır. Sonuç olarak bu çalışma ile e-ticaret alışverişlerinde karekod ile ödeme yönteminin kullanım niyetine etki eden faktörler incelenmiş olup, e-ticaret alışverişlerinde müşterilerine karekod ile ödeme yöntemini sunacak olan şirketlerin bu faktörleri
dikkate alarak ürünü geliştirmeleri önerilmektedir.

Abstract:
With the technological development, payment systems are being developed and changed as well as all other parts of humans' lives. Today, there are many payment systems: payment with cash, payment with cards, payment with face recognition, and others. Recently with the developments of mobile technologies and the increase in mobile technology adoption, different payment methods have been developed in mobile payment systems which is a class of payment systems. Mobile payment systems use mobile technologies and include different types of payment methods such as SMS payment, NFC payment, and QR Code Payment. QR Code payment stands out with its low cost to apply and low effort to disseminate. Basically, a QR Code payment is made with a QR code, which includes the payment information such as the amount and merchant name, and a mobile banking or financial application on a mobile phone. The QR Code is scanned by the application and the payment process is completed on the application. There have been several studies examining the technology acceptance of payment systems and also there are some for the QR Code payment systems. Indeed, no research
has been found that distinguishes the payment environment according to whether it is a physical or virtual environment, however, the payment environment directly affects the user behavior and preferences. Both environments have different characteristics; while in a physical environment user must carry the payment instrument on his or her own, on the other side in a virtual environment user can just fulfill the payment page without any physical payment instrument needed. Additionally, users have different alternative payment methods in each payment environment. It has been thought that
examining the QR code payment system separately in each environment would give more valid results. It has been decided to make the research in the virtual environment due to the recent uptrend of e-commerce shopping especially because of the Covid 19 pandemic. Many theories and models have been developed in the literature to examine the technology acceptance, discover the factors affecting users' intention to use technology, and investigate the user behavior in the long term usage. Some of the most used models and theories are the theory of reasoned action, the theory of planned
behavior, and the technology acceptance model. The technology acceptance model has been selected to examine the factors affecting the behavioral intention to use the QR Code payment system for e-commerce shopping as a payment method in this research since it is the recent model and has been applied in many studies and gave valid results. In this study, the technology model has been extended by adding two factors, perceived security and perceived enjoyment, to the standard factors of the technology acceptance model, perceived ease of use, perceived usefulness, intention to use, and attitude
toward use. 9 hypotheses have been conducted between factors and have been assumed all relationships between the factors are positive. The survey methodology has been used to collect data to test the research model and the hypotheses. The survey has three main parts: demographic questions, information about QR code payment systems, and research model questions. Demographic questions include questions such as age, gender, educational background, and experience in e-commerce shopping and QR Code payment. The user has QR Code payment experience with e-commerce shopping was excluded from the research. Research model questions include 23 questions taken from the studies which are about the technology acceptance model and a seven-point Likert scale is used for forming the questions. Three hundred sixty-one participants joined the survey, however, 265 valid questions were used for statistical analysis. Positive responses for QR Code
payment experience in e-commerce shopping and responses including an answer for the trap question which was not supposed to be eliminated before the statistical analysis. Valid 265 responses include 146 responses from women participants and 119 responses from men participants. Most of the participants, nearly 7 out of 10, has bachelor's degree.
The data collected from the survey has been analyzed with the structural equation modeling method via the SmartPLS software. Firstly, the measurement model was analyzed, and some modifications were made to the model, the first and fourth elements of attitude toward use factor were removed from the model since the fourth element did not have the minimum factor loading, and the first element to get valid Fornell-Larcker analysis values. After the modification, a
valid and reliable measurement model was obtained. The valid measurement model's factor loadings were above 0.8, Cronbach's alpha and composite reliability values were above 0.7, average variance extracted (AVE) values of each factor were above 0.5 and the Fornell-Larcker analyses were valid. Secondly, the structural model was analyzed. According to the structural analysis model, analysis 7 of 9 hypotheses cannot be rejected. Positive relationships were found between these factors: perceived ease of use to perceived usefulness, perceived enjoyment to perceived ease of use, perceived enjoyment to attitude toward use, perceived enjoyment to intention to use, perceived usefulness to attitude toward use,
attitude toward use to intention to use and perceived security to attitude toward use. When it was looked at the factors that affect the behavioral intention to use QR Code payment for e-commerce shopping, there are two factors affecting the intention directly: attitude toward use and perceived enjoyment. Attitude toward use factor affects the intention to use directly more than the perceived enjoyment. For the total effects, perceived enjoyment has the most affecting power on the behavioral intention. The model explains the intention to use with 76.4 %. Also, there are some limitations to this study. The survey was applied in Turkey so the cultural changes in user behavior cannot be observed. The most of participants did not have the QR Code payment method experience which may have caused the misunderstanding of the questions by the participants. In general, for this type of study, factors are limited to examining the factors affecting the behavioral intention, as similar, in this study 6 factors have been selected to examine the factors affecting the use of QR Code payment system. As a conclusion, the novelty of this study is that it is the first study to examine the factors affecting the behavioral intention to use the QR Code payment system for e-commerce shopping as a payment method. The findings can guide the companies which want to create a QR Code payment system for their customers. In the last part of the study, there are recommendations for the companies to create better QR Code payment systems for e-commerce shopping transactions.