Effect of technology acceptance model on intention to usewithin the scope of mobile applications of brands

In today's conditions where the technological development rapidly continues, consumers can do their shopping more quickly and easily thanks to the mobile applications developed by brands. The aim of this research is to determine the effect of technology acceptance model on the intention of use within the scope of brands' mobile applications. In addition, this research tries to explain whether the technology acceptance model factors and intended use perceptions differ according to the demographic characteristics of individuals. Questionnaire technique was used as the data collection method. Data were collected from 315 consumers accessed from social media users. In this research, 278 questionnaires were subjected to analysis. The data obtained from the research were subjected to various analyses such as Factor Analysis, T-test, Anova and Regression. According to the results reached, a difference was observed in the consumers' intention to use mobile applications according to the demographic variables such as age, educational level and income. Furthermore, it was determined that the habit and behavior intention perceptions of consumers had an important effect on their intention to use. It was concluded that hedonic motivation and effort expectancy perceptions of consumers did not have an effect on their intention to use mobile application. The results of the research are limited to the answers provided by 278 participants.