Tüketicilerin yeni teknolojilere yönelik tutumlarının teknoloji kabul modeli ve risk algısı açısından incelenmesi: Akıllı şehir yapılanmasında bir mobil navigasyon örneği
Consumer's investigation on the technology acceptance model and perceived risk of the new technology directions: A case of mobile navigation in smart city structuring
Yazar: MUSA KABAKCI
Danışman: PROF. DR. HURİYE ŞEBNEM BURNAZ
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / İşletme Mühendisliği Ana Bilim Dalı / İşletme Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2018
Konu: İşletme = Business Administration

Özet:
Metropollerde insanların karşılaştığı en büyük problemlerden biri olan otopark yeri bulma nesnelerin interneti konsepti altında belediyelerin akıllı şehircilik projeleri ile azaltılmaya çalışılmaktadır. İstanbul'daki bazı otoparklarındoluluk boşluk bilgisi park alanlarındaki sensörler yardımı ile cadde üzerindeki levhalarda gösterilmektedir. İnsanların akıllı telefon kullanımlarının büyük oranda artması ile mobil uygulamalara eğilimi arttırmıştır. Mobil dünyadaki bu gelişmeler teknolojilerin mobil uygulamalara entegrasyonlarının başlamasına neden olmuştur. Akıllı otopark teknolojisinin mobil uygulama ile birlikte kullanılır duruma gelmesi, tüketicilerin herhangi bir yere gitmeden önce o çevredeki boş otoparkları belirleyip navigasyon yardımı ile en kısa rota üzerinden o noktaya varabilmesini sağlamaktadır. 
Boş park yerlerini gösteren mobil navigasyon uygulaması gibi birçok yeni teknoloji ile tüketicilerin bu teknolojiyi kabul edip etmeme veya direnç gösterip göstermeme durumunun sorgulanması bu çözümlerin etkinliği açısından önem taşımaktadır. Bu çalışmada 393 kişiye yapılan ankette Teknoloji Kabul Modeli'nde (TKM) ele alınan algılanan fayda ve algılanan kullanım kolaylığıile birlikte tüketicinin algıladığı riskleri (sosyal risk, psikolojik risk, zaman riski, finansal risk, performans riski, fiziksel risk) belirlemek hedeflenmiştir. Her bir risk faktörünün Teknoloji Kabul Modeli'nde ele alınan değişkenler üzerindeki etkisi incelenmiştir. 
Teknoloji Kabul Modeli ve Risk Faktörleri'nin bir araya getirilmesi ile oluşturulan yenimodel sonrası ortaya çıkan yirmibeş hipotezin yedisi reddedilmiştir. Demografik özelliklerin sosyal risk, kullanıma yönelik tutum ve algılanan yarar arasında anlamlı ilişki  oluşmamıştır. Ayrıca psikolojik, zaman ve performans risklerinin kullanıma yönelik tutum üzerinde anlamlı ilişkileri çıkmamamıştır. Mobil uygulama satın alma deneyimi değişkenlerinden araba kullanma süresi ve günlük ortalama kullanma süresinin finansal risk üzerinde negatif; tutum üzerinde pozitif etkisi olduğu görülmüştür. Araba kullanma sıklığının ise finansal risk üzerinde pozitif; tutum üzerinde negatif etkisi olduğu görülmüştür. Araba kullanma deneyimi arttıkça park yerleri gösteren mobil navigasyon uygulaması satın alma eğiliminin arttığı görülmüştür. Ayrıca finansal açıdan risk oluşturmayacağı fikri tüketicilerin cevaplarından ortaya çıkan sonuç olmuştur.Literatürdeki teknoloji kabul modeline paralel olarak hipotezler kabul edilmiştir.
Çalışmanın literatüre katkısı, boş park yerleri gösteren mobil navigasyon uygulamasının teknoloji kabul modeli ve risk faktörleri açısından incelenmesi olarak özetlenebilir. Daha önce farklı teknolojiler için ayrı ayrı incelenmiş TKM ve risk faktörleri ilk defa aynı modelde incelenerek çalışmanın öncü modeller arasına girmesini sağlamıştır.

Abstract:
Municipalities are trying to reduce finding parking lot which is the biggest problems people facing in metropolitan areas with smart cities planning projects under internet of things (IoT) concept. The occupancy space information of some car parks in Istanbul is shown on the street with the help of sensors in parking areas. With the increase in people's smart phone usage, mobile applications have increased their tendency. These developments in the mobile world have caused the integration oftechnologies into mobile applications. The use of smart parking technology in combination with the mobile application allows consumers to identify empty car parks around there before going to any destination and arrive at that point via navigation with the help of navigation.
Many new technologies, such as mobile navigation applications that show empty parking spaces, have an important role in the effectiveness of these solutions as consumers question whether or not they accept this technology or show resistance.In this study, it was aimed to determine the risks perceived by the consumer with the perceived benefits and perceived ease of use discussed in the Technology Acceptance Model (TAM) in the survey of 393 people. The effect of each risk factor on the variables considered in the TAM is examined.
It is the differentiating point of this study that the perceived risk factors are examined in the same model with the adoption of mobile navigation application technology which shows empty parking spaces. Investigation of risk factors on consumers with different demographic characteristics and differentiated mobile app purchasing experience is thought to guide the promoting activities of mobile end-users on mobile navigation application.
The main mass of the research is composed of consumers in Istanbul, and the scope of the study is limited to consumers over 18 years of age. 393 people were sampled to represent the main mass at the 95% confidence interval at the 5% significance level. The survey method was chosen to collect data from the primary elite. The questionnaires were applied face to face, with volunteering principle, easy sampling method used. The application was realized at the exit of the car park after receiving service on consumers receiving service from the public parking lots.
35.1% of respondents who responded to the survey targeting people living in Istanbul are women, and 64.9% are women. The age group with the highest number of respondents is 28-37 with 66.4%. 38.7% of the respondents have monthly family income over 7501 TL, 44.3% are university and 42.2% are graduate education graduates. A great majority of respondents (79.1%) are private sector employees and 48.9% are married. It is observed that the majority of the participants in the survey had higher income levels and higher education levels, as well as women and men working in the private sector.
While the questionnaires were prepared, the six-dimensional risk perception and two-dimensional technology acceptance model scales were used. Survey questions are tailored to mobile navigation applications that show free parking spaces. After this adaptation was made a preliminary test of 20 people was done. The unrecognized parts of the questions were rearranged and the survey was given the final shape.
5 Likert-type scale (1: strongly disagree ... 5: strongly agree). Confirmatory factor analysis was applied to the obtained data to confirm the scales. Correlation analysis and regression analysis were used to identify the relationships and effect levels among other variables.
Seven of the twenty-five hypotheses that emerged after the generated model were rejected. here was no significant relationship between demographic characteristics, social risk, use attitude and perceived usefulness. Moreover, psychological, time, and performance risks did not appear to have significant implications for attitudes toward use. 
The duration of driving and the average daily use of the mobile app purchasing experience variables are negative on financial risk; was found to have a positive effect on attitude. 
The frequency of driving is positive on financial risk; was found to have a negative effect on attitude. As experience with driving has increased, the tendency to purchase mobile navigation applications that show parking places has increased. 
In addition, the idea that it will not pose a financial risk has been the result ofthe answers of consumers.Hypotheses have been accepted in parallel with the technology acceptance model in the literature.
The literacy contribution of the study can be summarized as an examination of the mobile navigation application showing empty parking spaces in terms of the technology acceptance model and risk factors. Technology acceptance model and risk factors, which were examined separately for different technologies previously, have been examined for the first time in the same model, so that studying becomes one of the leading models.
The results of the study on the variables covered in the TAM are similar to the results of the studies based on the TAM in parallel with the literature. In the perceived utility variant, consumers are expected to do their jobs more quickly with mobile navigation showing empty parking spaces, do not need a great deal of mental effort to use mobile navigation application that shows empty parking spaces as perceived ease of use and that potential users in the attitude variable do not have any negative thoughts, the results that this technology and product recommend will come to the forefront.
Morever, the results are thought to be beneficial to all stakeholders who will benefit from the technology as a business and consumers. In particular, strategies for reducing the risk perception that impede the adoption of new technologies by utilizing the findings of such researches can be presented. Thus, in terms of ease of use provided by these technologies and positive perception of benefit, consumers will be able to offer both optimal product / service design and presentation as well as marketing and positioning strategies.
The acceptance of the relevant technology by the consumer and the application by the companies will create a cooperation atmosphere between the enterprises; car park operators will meet with the customer and at the same time will be able to market appropriate mobile navigation operators or their products in this area for initiatives to develop new products / services. The restructuring of the promissory activities related to the mobile application over the findings of the six risk factors that are expected to affect the consumer attitude within the scope of the study will contribute to the spread of this technological innovation.