KENGAYTIRILGAN UTAUT MODELI ASOSIDA SUPER ILOVALARDAN FOYDALANISHNI TAHLIL QILISH
Keywords:
Kalit so‘zlar: Super ilovalar, UTAUT, Ishonchning bir xizmatdan boshqasiga o‘tishi (trust transfer), xizmatlar ilma-xilligi, YandexGoAbstract
Annotatsiya
Super ilovalar transport, to‘lov va yetkazib berish kabi turli xizmatlarni yagona
platformaga birlashtirish orqali raqamli ekotizimlarni tubdan o‘zgartirdi. Ushbu
tadqiqot foydalanuvchilarning super ilovalarni qabul qilish niyatini tushuntirish
maqsadida Texnologiyani qabul qilish va undan foydalanishning yagona nazariyasi
(UTAUT) modelini ishonch va xizmatga oid omillar bilan kengaytiradi. Tadqiqot
davomida 145 nafar YandexGo foydalanuvchisidan olingan so‘rovnoma ma’lumotlari
qisman eng kichik kvadratlar asosidagi strukturaviy tenglamalar modeli (PLS-SEM)
yordamida tahlil qilindi. Natijalar shuni ko‘rsatdiki, samaradorlik kutilmasi
(performance expectancy), ishonch va xizmatlar xilma-xilligi super ilovani qabul qilish
niyatining muhim omillari hisoblanadi. Biroq foydalanish qulayligi kutilmasi (effort
expectancy), qo‘llab-quvvatlovchi sharoitlar va ijtimoiy ta’sir kamroq ahamiyatga ega
ekanligi aniqlandi. Tahlil, shuningdek, “ishonch ko‘chishi” (trust transfer) effektini
ham tasdiqladi, ya’ni dastlabki xizmat ko‘rsatuvchiga bo‘lgan ishonch uning super
ilovasiga bo‘lgan ishonchga ijobiy ta’sir ko‘rsatadi. Taklif etilgan model ko‘p xizmatli
platformalar sharoitida UTAUT modelining tushuntirish imkoniyatini kengaytiradi
hamda platforma ishlab chiquvchilariga foydalanuvchilar ishonchini mustahkamlash
va xizmat turlarini boyitish orqali super ilovalardan foydalanishni rag‘batlantirish
bo‘yicha amaliy tavsiyalar beradi.
References
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