Startups and their impact on digital transformation in Turkey

Startups operate in many industries. Startups make significant contributions to digitalization by bringing many digital technological innovations. In the field research, the reflections of digital transformation in many sectors in Turkey were studied, but the impact of startups and digital transformation in Turkey was not examined. The impact of the business system created by startups on digitalization is the aim of the study. The main problem of the study is what are the factors that affect the adoption of the mobile shopping application by consumers as a result of the system created by the startups and why the digital transformation takes place in the enterprises. In the research, companies that have started as startups such as Getir, Yemeksepeti, Trenyol, which are among the startups operating in our country, and take part in the platforms; wholesale and retail trade, hotel and restaurant, transportation, storage and communication, manufacturing sectors operating in the digitization and inclusion of the system to bring them together with customers and this digitalization process was examined. The universe of the research consists of businesses and consumers with mobile application membership. The research sample consists of consumers with mobile application membership and businesses operating as member merchants in Adana. In the study, the expanded technology acceptance model scale was used as a means of data collection. In the study, quantitative research approach was first applied to the consumer group and survey method was used in the process of obtaining the data. Secondly, a qualitative research approach was applied and interview questions were asked to member workplaces. In this study, how the participation of startups in the digital system they have created is investigated in the context of the reasons for transformation that affect the digitalization process of enterprises and it is aimed to contribute to the literature by examining how it has an effect on the digitalization of enterprises in Turkey.