ODREĐIVANJE RELATIVNOG UTICAJA POJEDINIH FAKTORA NA PRIHVATANJE MOBILNE TRGOVINE PRIMENOM NEURONSKIH MREŽA
Sažetak
Široka rasprostranjenost mobilnih uređaja dovela je razvoja niza aplikacija i usluga komercijalne prirode, i danas sve više ljudi koristi svoj mobilni telefon i za kupovinu robe i usluga ili mobilna plaćanja. Prilikom uvođenja svake nove tehnologije veoma je važno utvrditi koji su to faktori koji značajno utiču na odluku potrošača da počne da je koristi. U ovom radu izvršeno je određivanje relativnog uticaja faktora na prihvatanje mobilne trgovine u našoj zemlji. Pri tome su korišćeni prošireni TAM model i veštačke neuronske mreže, koje omogućavaju i modeliranje nelinearnih relacija između promenljivih. Kao najuticajniji faktor na nameru korišćenja mobilne trgovine identifikovana je njena korisnost, dok je kao najznačajniji uticajni faktor na korisnost identifikovana kastomizacija. Konačno, istraživanje je pokazalo da na percepciju jednostavnosti korišćenja mobilne trgovine od strane potrošača najveći uticaj ima faktor mobilnost, a zatim kastomizacija.
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