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Megatrend revija
2017, vol. 14, br. 1, str. 169-186
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 21/05/2017
doi: 10.5937/MegRev1701169M
Creative Commons License 4.0
Objedinjena teorija prihvatanja i upotrebe tehnologije - prihvatanje aplikacije mobilnih poruka
aGaziantep University, Department Of International Trade and Logistics, Gaziantep, Turkey
bGraduated from Department Of International Trade and Logistics, Gaziantep University, Gaziantep, Turkey

e-adresa: mmutlu@gantep.edu.tr, alimuratder@yahoo.com

Sažetak

Prema Turskom institutu za statistiku, 96.8% domaćinstava ima mobilne i pametne telefone. Dok je zastupljenost mobilnih telefona iznosila 1% 1995, 2014. godine ona je dostigla 73%. Otvaranje naloga na društvenim mrežama, slanje poruka i ćaskanje su osnovne aktivnosti korisnika mobilnih telefona u Turskoj. Shodno tome, razumevanje glavnih determinanti ponašanja u vezi sa prihvatanjem tehnologija predstavlja važno pitanje, kako za naučnu zajednicu, tako i praksu. Zato je cilj ovog istraživanja da testira model prihvatanja aplikacija mobilnih poruka, posebno brzih poruka. U radu je upotrebljen okvir Objedinjene teorije prihvatanja i upotrebe tehnologije (UTAUT). Za testiranje naših hipoteza ispitanicima koji imaju mobilne telefone i koji su korisnici interneta putem telofona dati su upitnici.Podaci su prikupljeni metodom uzorkovanja. Hipoteze istraživanja su proverene modeliranjem strukturalne jednačine (SEM).Rezultati su potvrdili da postoji direktna veza među ispitanim varijablama.Na kraju rada je analiziran značaj rezultata za teoriju i menadžment.

Ključne reči

prihvatanje mobilnih poruka; mobilne poruke; objedinjena teorija prihvatanja i upotrebe tehnologije(UTAUT); Turska

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