Abstract:

The aim of this study is to investigate the effect of perceived ease of use on perceived usefulness and the effect of perceived usefulness on attitude, behavioral intention, satisfaction and trust in mobile shopping applications within the scope of the Technology Acceptance Model. In line with the research purposes, the research data were collected by the survey method, which includes the data of 449 people using mobile devices in Turkey. The data obtained from the participant were analyzed with SPSS 24 and AMOS 22 programs. The Structural equation model (SEM) was used to determine the relationships and test the established hypotheses. As a result of the analysis, in mobile shopping applications it was determined that the perceived ease of use affected the perceived usefulness. Also, it was determined that perceived usefulness had a statistically significant (p<0.05) and positive effect on attitude, behavioral intention and satisfaction. Perceived usefulness has no positive and significant effect on trust.

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