An investigation of the effect of motivational factors on the purchase decision process in online local food and beverage preference according to the extended Technology Acceptance Model

The Technology Acceptance Model is a theoretical framework that describes the user's process of adopting and using a technology.This model aims to identify the factors that influence the acceptance of a technology and the stages that users go through to adopt the technology. Based on the assumption that the Technology Acceptance Model can explain consumers' online local food and beverage shopping intentions, the main purpose of this research is to examine the factors affecting online local food and beverage shopping according to the Extended Technology Acceptance Model. To achieve this objective, a survey was conducted among consumers engaging in online local food and beverage shopping. The survey form was used during the research process, and a total of 413 data points were collected. This study employed a structural equation modeling based on a theoretical framework and relevant literature to examine the relationships among variables. The analysis results indicated significant effects of perceived ease of use on perceived usefulness, perceived usefulness on attitude, perceived ease of use on attitude, and attitude on intention. Among the external variables, perceived risk was found to have an effect on perceived usefulness, subjective norm on perceived ease of use and attitude. Regarding motivational factors, product characteristics were found to significantly influence perceived usefulness, perceived ease of use, and attitude, while social factors did not show any significant effects on perceived usefulness, perceived ease of use, and attitude. Based on the model derived from the Extended Technology Acceptance Model, the findings revealed that subjective norm had the viii greatest impact on perceived ease of use, perceived ease of use had the greatest impact on perceived usefulness, perceived ease of use had the greatest impact on attitude, and attitude had the greatest impact on intention. According to the research results, it was determined that the attitude towards online shopping showed significant differences depending on the educational level and monthly income variable, and the intention towards online shopping also showed significant differences depending on the gender, age and monthly income variable. In line with these findings, some suggestions are offered to businesses, local governments and future research. Keywords: Online Shopping, Local Food and Beverage, Extended Technology Acceptance Model, Motivation Factors