The factors affecting the adoption of mobile shopping

The Internet, used in restricted areas in our country in 1990s, has become more common and been an indispensable part of our lives today. While personal computers, laptops, personal digital assistants were used previously to access internet connection, nowadays the medium has changed to the use of smartphones and tablet pcs. The change in the information and communication technology (ICT) is not only in products but infrastructure technology services has been developing rapidly as well. Mobile internet usage has been in progress with the popularization of 3G technology particularly in our country. According to market data from Information and Communication Technologies Agency (ICTA) related with the fourth quarter of 2013, there are more than 68 million mobile users in our country, 22.4 million of whom get mobile internet service (BTK, 2013:26-35). Over the last fifteen years, the unprecedented development in the information and communication technology has caused changes in many fields especially politically, culturally, socially and economically. Today, people shop through their mobile phones and tablet PCs without the limitation of time and place rather than go shopping physically. This study examines effective factors of mobile shopping within the frame of Unified Theory of Acceptance and Use of Technology-2, one of the adoption theories of innovation. A questionnaire was used as the data-collecting tool. Then, the acquired data was utilised through correlation and multivariate analysis of regression. According to analysis results, it was seen that behavioural intention performance indicator, effort indicator, social effect, price-value, habits and confidence have some effect on the adoption of mobile shopping. Keywords: Adoption of innovation, Unified Theory of Acceptance and Use of Technology, mobile shopping, Smartphone.