Examining the factors affecting the adoption of mobile shopping applications in the context of extended technology acceptance model

Mobile shopping applications offered in the context of mobile marketing activities are used by more and more consumers over time. Determining the factors that have an effect on consumers' decision to use these applications is important for businesses. In this study, it is aimed to examine the factors affecting the adoption of mobile shopping applications by consumers. The study is based on the Technology Acceptance Model and an extended Technology Acceptance Model is obtained by adding perceived enjoyment, innovativeness, trust and satisfaction variables to the original model. The new model is evaluated in the research. Within the scope of the research, data were collected by conducting face to face surveys with the students of Kırklareli University Faculty of Economics and Administrative Sciences. The data acquired were analyzed using exploratory factor analysis, reliability analysis, confirmatory factor analysis and structural equation modeling. According to the results of the study, consumer satisfaction is affected by perceived usefulness from mobile shopping applications and the innovativeness and trust levels of individuals. Furthermore, the perceived usefulness from mobile shopping applications, consumer satisfaction, innovativeness and trust levels affect consumers' behavioral intention to adopt mobile shopping applications.