A study of online shopping behavior within the framework of technology acceptance model

The purpose of this study is to determine what consumers' online buying behavior is affected. The Technology Acceptance Model developed by Davis (1989) was used to measure consumers online buying behavior. It will be determined whether the perceived benefit, perceived ease of use, attitude and intention in the Technology Acceptance Model affect the online purchase or not. Located in the model as external variables; the effect of trust, entertainment, facilitating conditions, social innovation and functional innovation factors on perceived benefit and perceived convenience is also expected to be revealed. It will also be determined whether participants acceptance of technology differs according to their demographic characteristics or not. For this purpose, the scale that Davis (1989) used in the Technology Acceptance Model was taken as basis. The research was carried out in the form of face-to-face questionnaires to 700 employees and students who are considered as internal stakeholders of İnönü University. In the results of working; It was observed that the attitudes of the participants to accept technology according to their age and income varied, but the characteristics of the participants such as their gender, professional status, and whether they were students or not, did not affect their attitudes towards accepting the technology. It has been determined that the trust of the participants in online shopping, their pleasure in shopping over the internet, the facilitating conditions of online shopping, the perceived benefit and ease of use affect the buying behavior on the internet. The fact that the participants have social and functional innovation affects the benefit they perceive to accept the technology and the ease of use. It has been determined that the perceived benefit for online shopping affects the purchase intent.