A research toward determining the effect of passengers' acceptance and perceptions toward technolgy on their repurchase behavior in Turkish domestic airline market

The digital revolution impacting all areas of life with the advances in technology has created consumer communities who consume faster, act independently from the concepts of space and time, and direct the shopping trends with their comments and shares on purchasing experiences. Businesses use various methods to understand this new consumer behavior that they face in harsh competitive conditions and keep current customer potentials. One of them is consumer behavior models, which are designed to identify the factors that determine the consumer behavior. The purpose of this study is to develop a genuine research model that examines the impact of smart technologies that domestic passengers interact with in their travel planning process on their re-purchase behavior. For this purpose, the UTAUT-2 theory was used as a reference and reorganized within the scope of the research. Consumer Trust, Perceived Risk, Consumer Technological Innovation structures were added to the research model as a result of a literature review, and the effect of consumers' perceptions of technology on re-purchase behavior was measured. The survey prepared according to the likert scale of 5 for the developed model was applied to passengers at Istanbul Airport Domestic Terminal between 29.07.2019 and 09.08.2019. Data collection was carried out with a total of 770 participants. The collected data was tested using the structural equality modeling method. It has been determined that the model provides the necessary validity and reliability. The findings obtained by the research model depict that Performance Expectation, Facilitating Conditions, Social Impact, habits, Consumer Confidence, Perceived Risk, and Consumer Technological Innovation structures have a significant impact on the formation of re-purchase intention. Research results strongly prove the impact of domestic passengers' acceptance and perception of technology on their re-purchase behavior.