Mobil bankacılık uygulamalarına giriş işlemi sırasında yüz tanıma teknolojisi kullanım eğiliminin teknoloji kabul modeli kullanılarak incelenmesi
An analysis of customer's intention to use of using face recognition method to login mobile banking applications using technology acceptance model
Yazar: SEMİH KIZILSU
Danışman: PROF. DR. FETHİ ÇALIŞIR
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Mühendislik Yönetimi Bilim Dalı
Derece: Yüksek Lisans, 2019
Konu: Mühendislik Bilimleri = Engineering Sciences

Özet:
Gelişen teknoloji ile birlikte, günümüzde insanların en çok kullandığı ürünlerden bir tanesi cep telefonlarıdır. Telefonlar birer iletişim aracı olmaktan çıkıp istenilen her işlemin gerçekleştirilebileceği akıllı birer cihaza dönüşmüştür. Bankacılık işlemlerinin şubelerden yapıldığı bir dönemden internet bankacılığına daha sonra da cep telefonları üzerinde çalışan mobil bankacılık uygulamalarına geçiş olmuştur. Şubelerde müşterinin doğrulanması kimlik aracılığı ile yapılırken internet bankacılığı ya da mobil bankacılık uygulamalarında kimlik doğrulama işlemi kalıcı ya da tek kullanımlık şifreler ile gerçekleştirilmektedir. Ancak kullanıcıların en büyük problemi güvenlik sebebiyle sıkça değiştirilen şifrelerin unutulması ve bunun sonucunda uygulamalara giriş sürelerinin çok uzamasıdır. Günümüzde parmak izi ve göz tarama ile kimlik doğrulama yöntemleri ile kullanıcılar mobil bankacılık uygulamalarına giriş yapabilmektedirler. Bir yenisi olarak yüz tanıma teknolojisi ile kullanıcıların şifre kullanmadan bankacılık uygulamasına giriş yapılabileceği bir ortam oluşturulmuştur.

Bir teknoloji geliştirmek ve bunu mevcut bir uygulamaya entegre etmek şirketler için maliyetli olabiliyor. Bu yüzden ürün geliştirilmeden önce kullanıcıların bu ürünü kabullenmesi ya da direnç göstermesi gibi durumların ölçülebildiği modellerden yardım alınabilmektedir. Sosyal psikoloji alanlarında yapılan çalışmalar doğrultusunda insan davranışları ve kararları için çeşitli modeller öne sürülmüştür. Çalışmaya en uygun modeli belirlemek için ilgili literatür araştırması yapılmıştır. Psikoloji temelli olan "Planlanmış Davranış Teorisi (PDT)" ve "Düşünülmüş Eylem Teorisi (DET)" baz alınarak oluşturulan "Teknoloji Kabul Modeli (TKM)" kullanılması kararlaştırılmıştır. Mobil uygulamalar ile ilgili güncel teknolojilerin kullanım araştırmaları da incelenerek TKM yeni kavramlar ile desteklenmiştir.

Çalışmada önerilmiş olan model 8 kavrama sahiptir. Bu 8 kavram arasında pozitif ilişki olduğu öne sürülmüş 12 adet hipotez bulunmaktadır. Modelin istatistiksel olarak incelenebilmesi için 6 demografik, hipotezlere ait 28 toplamda 34 soru içeren anket internet ortamında yayınlanmıştır. Elde edilen anket sonuçları SPSS'in AMOS uygulaması ile incelenmiş olup ölçüm modelinde istatistiksel tutarlılıkların sağlanamadığı 2 değişken araştırma modelinden çıkartılmıştır. Yeniden tasarlanan ölçüm ve yapısal modelin toplamda 6 değişken ve 7 hipotezin istatistiksel olarak tutarlı olduğu gözlemlenmiştir. Sonuçlar doğrultusunda önerilen hipotezlerin tamamının reddedilemediği görülmüştür. Çalışma sırasında yapılan literatür araştırmalarında birçok alanda TKM'nin kullanıldığı ancak yüz tarama teknolojisi üzerinde henüz çalışmaların yayınlanmadığı gözlemlenmiştir. Çalışmanın literatüre katkısı, mobil bankacılık uygulamalarına müşterilerin yüz tanıma ile kimlik doğrulama teknolojisini kullanarak giriş yapmasının TKM ile incelenmesi olarak özetlenebilir.

Abstract:
With the improvement of the technology people are living easier lives day by day. Every sector affected by that technology improvement and improvement causes a competitive environment. Companies which invest their R&D departments and follow technological improvements, create better values for their customers and take the competitive advantage than the others. For example, Kodak was the most powerful company which produces high quality analog cameras. However, Kodak didn't pay attention to the digitalization of photography industry. Canon and Nikon realized the significance of the digitalization and make lots of investment to their R&D departments and competing with each other to take market leadership. Nowadays Kodak have a little market share of digital photography industry.

On the other hand, phones have evolved from cell phones to smart phones. At the beginning cell phones could only make phone calls. Than they started to send and recieve short text messages. When cell phones could connect to the internet the transformation to smart phone started. Using their smart phones customers can connect social media accounts, check their emails and manage their bank accounts. In Turkey, banking industry contributes to the technology because banks are following technological trends to create better solutions to their customers and take competitive advantage from their competitors.

Before the widespread of the internet, customers have to go to the branches to do their banking transactions. In 1997, İş Bankası published the first internet banking service to their customers. Now, customers can do almost every transaction which they can do in the branches, using internet banking service. When the mobile internet prices became cheaper mobile applications became very important for the companies. In 2004, first mobile banking application served to the customers from İş Bankası and Yapı Kredi. At the beginning, mobile banking applications had very limited banking transactions but now any customer can do any transcation which they can do using internet banking service, using mobile banking applications.

Today, people have a lot of accounts like emails, banking accounts, social media accounts etc. and all accounts have account name and password. Sometimes users can forgot the password and getting password processes can be too long. With the improvement of the technology, biometric authentication methods developed like fingerprint authentication, iris and face recognition to not use passwords to login some accounts. For example, smart phone users are using fingerprint authentication to unlock their smart phones. In Turkey, customers can use the fingerprint authentication to login their bank accounts usign mobile banking applications. Some of banks are planning to serve face recognition method to login bank accounts using mobile banking applications to their customers.

Implementation of the new technologies can be expensive and some technological implementations could not be preferred from customers. To understand the intention to use of the new technology from customer there are some researches in the social psychological area. The first model about this issue is TRA(Theory of Reasoned Action) and model can predict behavior and attitudes. TRA uses behavioral intention to predict behavior and behavioral intention is affected from use attitude and subjective norms. Both subjective norms and use attitude are affected from believes.

Another model is TPB(Theory of Planned Behavior) is an extension of TRA. The main constructs are same with TRA but there is a difference which is perceived behavioral control construct. This construct affects both behavioral intention and behavior.

The most used acceptance model is TAM(Technology Acceptance Model) and this model is based on TRA and TPB. There are two main differences between TAM and other models. One of them is subjectives norms is excluded from the model and the other one is perceived usefullness and perceived ease of use constructs are added to the model. Between 1986 and today there are lots of researches which uses TAM to recieve intention to use or actual usage of a product or service from a customer. Some researchers try to get better solutions with adding new constructs to the base TAM. Using extended TAM for some cases creates better results than the base model.

In this research, base TAM model extended with perceived compatibility, personal innovativeness, perceived trust and perceived security constructs. Extended model has 8 constructs and 12 hypotheses. Research metodology of the model is an online survey. Survey has 6 demographic questions and 28 statments. 28 statements have 7 point Likert scale from 1 – strongly disageree to 7 – strongly agree. 290 people responds totally answered the questions who has different education, different incomes and different ages. 58,6% of respondents are men and 41,4% are women. The highest number of respondents about the age group is 25 – 34 with the 67,2%. Most of respondents' education level is bachelor degree. The percentage of respondents who is graduate from bachelor and master degree gradute is above 90%. Except one respondent, all respondents have smart phone and mobile banking application usage experience at least 3 years.

An application used to analyze to the research model which name is AMOS. Two models created using AMOS. One of them is measurement model and the other one is structural model. There are some requirements for validity and reliability. All composite reliability values should be higher than 0,7 and outer loadings should be above 0,5. The average variance extracted values should be higher than 0,5. These requirements are using to validate the model for convergent validation. There were some validity concerns about the research model and the analysis of survey results. Because of that reason two constructs removed from the research model. These constructs are perceived trust and attitude towards usage. With the reorganized model and the survey responses all requirements successfully met. For the divergent validity, all square root values of AVE's have to be smaller then the two tailed correlation values. That requirement fulfilled for the reorganized model.

For the validation of the structural model there are different validity requirements. T values should be higher than 1,96 and P values should be lower than 0,05. There are also path coefficients between constructs which means how much they represents each other. All the T values and the P values of the reorganized model are fulfilled to the requirements.

At the beginning of the research there were 8 constructs and 12 hypotheses. However this model's measurement model have validity concerns with the survey results. So, the model reorganized and the new model has 6 constructs and 7 hypotheses. Reorganized model fulfilled all the requirements and path coefficients are calculated for every construct.

Using the calculated path coefficients perceived compatibility has the highest rate to explain the intention to use with the 50%. Then perceived security and perceived usefullness explains intention to use with 28%.

In conclusion, this study has important value for the banks which are trying to integrate face recognation to their mobile banking applications. The findings can guide the managers to serve face recognation technology to the customers.Also possible future researches are given in the last section of the study.