Attitudes of consumers towards electronic commerce in the scope of technology acceptance model

The study was conducted to see the effect of the technology acceptance model on the attitudes of the consumers engaged in electronic commerce. Attitude; ideas, emotions and tendencies are positive or negative reactions that can be observed in people's behavior. Behaviors of individuals are shaped by their attitudes. Therefore, it is very important to measure attitudes in order to see the tendency for any subject. Identifying the attitudes, orientations and priorities of consumers today is of great importance for the success of the companies. However, with the development of technology in recent years, it has become more difficult to observe the demands and needs of consumers closely because physical trade is replaced by electronic commerce (e-commerce). Understanding of consumer needs and needs in e-commerce has become a valuable issue. For this reason, in this study, the effects of electronic commerce on consumer attitudes were examined in order to obtain information to help the marketing planning of the company managers in the application and to support the limited number of studies in this field in the literature. In the study, the perspectives of the consumers in electronic commerce in Ankara in terms of their attitudes towards accepting and using technology in shopping habits were followed. Within the scope of the research, the survey method was preferred from scientific research methods. The participants were informed about the effects of electronic commerce on the process of accepting and applying technology and investigating the reasons of change in their attitudes. As a result of the analyzes, it was seen that the consumers who make electronic commerce in Ankara province have positive perspectives in terms of the acceptance and application of technological innovations, and that the consumers engaged in electronic commerce have been involved in the adoption and application of technological innovations in trade. In the future, it is useful to determine the methods of acceptance and application of technological innovations in the study of the attitudes of the consumers engaged in electronic commerce in this field.