Abstract:

As technology has continued to improve, we have witnessed remarkable increases in living standards and individuals’ ability to access both information and communication tools In conjunction with today’s technological developments. This has consequently led to a dramatic increase in online shopping. A great number of businesses have attempted to bolster their relevance in today’s competitive world by integrating themselves into the virtual realm. Young people have been quick to adopt these technological developments whilst shopping. This study aims to determine how young consumers’ perceived ease of use and perceived usefulness within the scope of the technology acceptance model and their perception of website design impact their online shopping experience. Accordingly, 386 young consumers who, selected through snowball sampling, had used the specific shopping site to purchase goods and merchandise completed an online survey between January 10 and February 10, 2021. The data collected were then analyzed using SPSS 22.0 and AMOS. Our analyses revealed that perceived ease of use, perceived usefulness, and website design had a very strong, positive impact on young people’s online shopping experiences, and particularly on entertainment, aesthetics, escape, and education.

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