Investigation of intent to purchase on the internet with the consumer technology acceptance model; a research on the differences between generations

The purchasing process of consumers is a complex process influenced by many factors. In understanding the purchasing process that changes shape via the developing technology, many theories and models have been developed to examine consumer acceptance of new technologies. Many of these theories and models focus on the cognitive aspect of acceptance. Neglected emotions in the acceptance of new technologies are discussed in the Consumer Technology Acceptance Model (CAT), which is developed from the combination of the Technology Acceptance Model and the Emotional State Model. In this model, the cognitive dimensions which are perceived ease of use, perceived usefulness in the Technology Acceptance Model and the emotional dimensions which are pleasure, provocation, dominance in the Emotional State Model are addressed in an integrated manner. This study was designed on the Consumer Technology Acceptance Model. The main purpose of the thesis is to examine comparatively the intention to purchase over the internet for X, Y and Z generation consumers within the framework of the Consumer Technology Acceptance Model. The study, which was designed in a quantitative pattern, was carried out for consumers in Mersin. The sample group of the research consists of 661 consumers determined by convenience sampling method. Normality and extreme value analyses, validity and reliability analyzes, factor analyzes were conducted with the data obtained from the sample group. Structural equation modeling was used to test the hypotheses determined within the aim of the research model. All data analyzes were carried out by using SPSS 24.0 and AMOS 23.0 package programs. The results obtained from the study are in parallel with the results of previous researches on the Consumer Technology Acceptance Model, that is, the results show that the perceived ease of use affects the perceived usefulness, and the attitude significantly affects the behavioral intention. Unlike in this study, it was found that perceived usefulness and perceived ease of use does not have a significant effect on attitude. It was also observed that the attitude towards technology acceptance has a significant effect on behavior. According to the results obtained from the study in terms of emotions, it was found out that pleasure and dominance are effective on attitude, but provocation is not. In the comparison made in terms of generations, it was seen that the results obtained in cognitive dimensions are similar among Z generation consumers. Contrary to all participants, it is also found that provocation has a significant effect on attitude according to X generation consumers.