Çevrimiçi alışverişe etki eden faktörlerin incelenmesi: X, Y ve Z kuşakları arasındaki farklar üzerine ampirik bir çalışma
A study on the factors influencing online shopping: An empirical study on the differences between generation X, Y and Z
Yazar: MUHAMMED ÇAĞRI BUDAK
Danışman: DOÇ. DR. SEZİ ÇEVİK ONAR
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Endüstri Mühendisliği Ana Bilim Dalı / Endüstri Mühendisliği Bilim Dalı
Derece: Yüksek Lisans, 2019
Konu: Endüstri ve Endüstri Mühendisliği = Industrial and Industrial Engineering

Özet:
İnternetten yapılan alışverişler, alışveriş yapma alışkanlığı üzerinde mühim bir yer tutmaktadır. İnsanların çevrimiçi alışveriş yapma veya yapmama motivasyonları üzerine çeşitli faktörler etki etmektedirler. Bu tez çalışmasında, daha önce çevrimiçi alışveriş yapmış insanların, alışverişe devam etme motivasyonları, Teknoloji Kabul Modeli, Yeniliklerin Yayılması Teorisi ve Genişletilmiş Birleştirilmiş Teknoloji Kabulü ve Kullanımı Teorisi çerçevesinde değerlendirilmiştir.  Yeniliklerin Yayılması Teorisi'nden inovatiflik ve göreceli avantaj faktörleri; Teknoloji Kabul Modeli'nden algılanan fayda, algılanan kullanım kolaylığı, kullanım tutumu, kullanım niyeti faktörleri; UTAUT2'den bağımlılık, hedonist motivasyon ve sosyal etki etki faktörleri olmak üzere toplam 9 faktör alınarak bütünleşik bir model kurulmuş ve bu 9 faktör arasında 16 farklı ilişki kurularak, bu ilişkiler test edilmiştir. Kurulan model ayrıca X, Y ve Z kuşaklarının internet alışverişi yapma alışkanlıklarını belirtilen faktörlere göre test etmiştir ve kuşaklar arası farkları ortaya koymuştur.
Sunulan bütünleşik modeli test etmek amacıyla, bir anket uygulaması yapılmıştır. Anket uygulaması neticesinde toplam 822 yanıt alınmış ve 711 yanıt hedef kitleye uymaktadır. Bu 711 yanıtın 82 adedi X kuşağına, 426 adedi Y kuşağına ve 199 adedi Z kuşağına aittir. Verilerin normal dağılıma uygunluk testlerinin yapılması için SPSS bilgisayar programı kullanılmıştır. Toplanan örneklem sayısının az olması ve verilerin normal dağılıma uymaması sebebiyle önerilen model, Partial Least Squares Structural Equation Modeling (Kısmi En Küçük Kareler Yöntemi Yapısal Eşitlik Modeli) yöntemiyle test edilmiştir. Analiz içim SmartPLS (v 3.2.8) bilgisayar programı kullanılmıştır. 
Modeldeki ilişkiler test edilmeden önce, toplanan örneklem için içsel tutarlılığın geçerliliği, yakınsak geçerlilik ve ayrıştırıcı geçerlilik testleri yapılmıştır. Bu güvenilirlik testlerinde, Cronbach's Alpha ve kompozit güvenilirlik değerleri içsel tutarlılığın güvenilirliğini; ortalama varyans değeri ve faktör yükü değerleri ise yakınsak geçerliliği ölçmek için kullanılmıştır. 
X jenarasyonu için herhangi bir alt faktör ve faktör için sorun teşkil etmezken, Y kuşağı ve Z kuşağı için ayrı ayrı bir alt faktör yükünün istenilenden düşüktür. Y ve Z jenerasyonu için alt faktörler modelden çıkarılarak model revizyona tabi tutularak analiz gerçekleştirilmiştir. 
Toplam 16 hipotezin; 8 tanesi X kuşağı için, 4 tanesi Y kuşağı için ve 4 tanesi de Z kuşağı için reddedilmiştir. Her üç kuşak için de bağımlılık, göreceli avantaj ve inovatiflik faktörlerinin çevrimiçi alışveriş yapmaya devam etme niyetine direkt etkisi olmadığı; çevrimiçi alışverişe yönelik tutumun ise direkt etkisi olduğu gözlemlenmiştir. Kullanım niyeti ile direkt ilişkide olan bu hipotezler haricinde, her kuşak için; sosyal etkinin hedonist motivasyon, hedonist motivasyonun bağımlılık ve kullanım tutumu, algılanan faydanın kullanım tutumu, göreceli avantaj ve algılanan kullanım kolaylığının algılanan fayda üzerinde istatistiki olarak anlamlı etkisi olduğu görülmüştür. Kuşakların ikili olarak çeşitli faktörler açısından mukayesesi yapılmıştır.

Abstract:
Online shopping has a vital place in shopping behavior. Various factors have an impact on individuals' motivations for online shopping. In this study, the online shopping motivation of individuals who have experienced that earlier has been evaluated with regards to the Technology Acceptance Model, Diffusion of Innovation Theory, and Extended Unified Theory of Acceptance and Use of Technology. An integrated model is developed by using the innovativeness and relative advantage factors from the Diffusion of Innovation Theory; perceived usefulness, perceived ease of use, attitude towards use and usage intention factors from Technology Acceptance Model and finally habit, hedonic motivation and social influence from Extended Unified Theory of Acceptance and Use of Technology. The 16 different relationships between those 9 factors are tested. 
The Diffusion of Innovation Theory was inspired by Gabriel Tarde's Multi-Step Flow Theory of 1902 and was developed by Everett M. Rogers in 1962. Rogers published this theory in order to prove an idea or an innovation on how to expand in society. There are several academic studies on electronic commerce using the Diffusion of Innovation Theory.
Technology Acceptance Model was developed by Fred D. Davis in 1989. The model was used by Davis to examine information system adoption. After the theory developed, it has been used by many researchers in many areas, like electronic commerce.
Extended Unified Theory of Acceptance and Use of Technology model is derived from the Unified Theory of Acceptance and Use of Technology Model, which can be considered as the successor of the Technology Acceptance Model. Many study use factors of the Extended Unified Theory of Acceptance and Use of Technolgy in the electronic commerce field.
 All 9 factors are chosen based on the existing literature on e-commerce. Significant and non-significant relationships in literature were examined, and 16 different hypotheses were built.
Although some relationships are new in the proposed model, most of them were built based on literature. 
The model is employed to test the online shopping behavior of Generation X, Y, and Z and revealed the differences among those 3 groups. One of the contributions of the thesis to the literature is to compare all 3 generations.
There are many descriptions for the concept of generation in the literature. In this thesis, Generation X members are considered to be born between 1964-1979, Generation Y between 1980-1996, and finally, Generation Z between 1996 and afterward.
To test the integrated model developed, a 38-question-survey was developed. The study was conducted with 822 people, 788 valid answers were collected, and 711 of the answers were in the target group. The participant distribution, according to the generations as follows: 82 participants from Generation X, 426 participants from Generation Y, 199 participants from Generation Z. SPSS was used to check if the data is distributed normally. 
As the sample size is was not high, and the data were not distributed normally, the Partial Least Squares Structural Equation Modeling method was employed to analyze the data. The data was analyzed through SmartPLS (v 3.2.8).
Before the test relationships in the proposed model, internal consistency reliability, convergent validity, and discriminant validity check were conducted for the survey data. Cronbach's Alpha and composite reliability values were used to check internal consistency reliability; average variance extracted and factor loading values were used to check convergent validity.
For Generation X, all values were higher than the required minimum value, 1 sub-factor for Generation Y and 1 sub-factor for Generation Z did not provide the required minimum factor loading value. For Generation Y and Generation Z, those sub-factors were extracted from the proposed model, and analyze was conducted without those sub-factors. 
8 of the hypotheses for Generation X, 4 hypotheses for Generation Y, and 4 Hypotheses for Generation Z were rejected out of 16. For all three generations, habit, relative advantage, and innovativeness do not have a direct impact on online shopping, while attitude towards online shopping does. Except for these hypotheses directly related to the usage intention, it has been revealed that social influence has a statistically significant impact on hedonic motivation, hedonic motivation on habit and attitude towards use, and finally, relative advantage and perceived ease of use on perceived usefulness.
When Generation Y and Generation Z were compared, it was found out that there were 3 mutual relationships were rejected both of those generations. The hypothesis on the positive impact of habit upon behavioral intention to use was rejected for Generation Y, but a positive impact upon attitude towards use was accepted. On the contrary, for Generation Z, the positive impact of habit upon behavioral intention to use was accepted; however, the positive impact of habit upon attitude towards use was proven. 
When Generation X and Generation Y were compared, there are 4 mutual relationships have been rejected both of those generations. For Generation X and Generation Z, 3 mutual relationships were rejected.
The coefficient of determination, a.k.a R-square, and adjusted R-square values were checked in order to control the proportion of prediction for the developed model.
To sum up, according to the results, online shopping behavior is similar to Generation Y and Generation Y. Generation X members have different motivations to do online shopping distinct from Generation Y and Generation Z. 
All model factors used in this thesis have at least one significant relationship. All factors have a direct or indirect effect upon behavioral intention to use in online shopping. 
At last, this thesis has some constraints. One of them, the sample size for Generation X, is low. Secondly, previous generations from Generation X were not included in the study. Finally, the thesis involves solely online shoppers. Non-online shoppers' attitudes were not tested according to the proposed model.