MOBILE SHOPPING ADOPTION BY FOUNDATION UNIVERSITY STUDENTS IN TURKEY: AN APPLICATION OF THE TECHNOLOGY ACCEPTANCE MODEL (TAM)

Abstract

Mobile Shopping as Online channels is the most commonly used way of informing the customers about brands and products of a company. Facebook, Instagram, and a lot of smartphone programs are the most traditional ways for creating an image of brands that also help in generating sales revenue. In current times, with technological advancements, new technology mediums have emerged such as the Internet, social media and online marketing. There are various factors linked with the online Mobile shopping technology such as interactivity of the smart telephone which supporting programs and social mediums,which let the brands and traditional physical businesses attent to adapt to the new way of promoting and target there costumers through focusing on selling their products through the mobile online shopping trust level built by online mobile shopping , entertainment of online mobile shopping , offers of online mobile shopping and accessibility of online online mobile shopping. All these factors formed the basis of this research where the impact of these factors was evaluated on the (buying behavior) of a student in foundation Universities in turkey adapted to the mobile shopping style. In order to do so, data was collected from the respondents of age group 21 – 45 yrs from five foundation universities in turkey and to test the relationship among independent and dependent variables, confirmatory factor analysis (CFA) used exploratory factor analysis, confirmatory factor analysis and item analysis (item-total correlation and Cronbach Alpha) were performed within the scope of reliability and validity studies of the scales. AMOS 22 were used for confirmatory factor analysis and path analysis and SPSS 21 for substance analysis, comparison, and relationships tests. The study used a quantitative research method and data was collected on a questionnaire which was formulated as a result of a comprehensive literature review on the subject matter. This study there are significant relationship between risk of mobile shopping and attitude toward using of using mobile shopping (independent variables) This means that when perceived risk of using mobile shopping increases, mobile shopping usage intention decreases. Whereas a positive relationship is among perceived ease of use, perceived Usefulness, Attitude toward using and the behavioral intention of using mobile shopping