Abstract:

As a retail industry, it has a dynamic structure that renews itself along with technological transformation. The retail activities, which began through traditional channels, combined with digital elements with the 2000s when the internet entered our lives, to the online channels, and from there the smart phones entered our lives to the mobile channels. These transitions have created new experiences on both the company and the consumer side. Today, when the global coronavirus pandemic occurs, consumers who do not go to physical stores/markets have begun to get used to shopping from their homes. Nowadays, when the smartphones in every house also facilitate mobile retail, academically and mobile needs to work on this newly developed field. The research will provide an up-to-date contribution to the literature of how much it affects the intention to buy on the mobile channel. This study aims to reveal the current state of mobile retail research that begins in the world from the developing countries’ economies in our country and to test it with a new structure, which is a composition of previous research models. The study found the suitability of the test of the new model created from the main components of the basic theoretical models used previously. The study with the 613 examples found that the intention of selling on the mobile channel was positively influenced by the subjective norm, which is an interaction between the people’s attitudes, the benefits they perceive, the confidence in the retailer and the social groups they refer to. It has been determined that the trust variable added to the model later affects both attitudes and intentions in a positive direction. Today, with the continued increase of mobile shopping, research provides new insights for both academics and managers. The first proposed new model will be able to open a new look at the subsequent research. For managers, in this study, where the current consumer perception is revealed, the effect of the reference group is behind the shopping experience, which is a field that needs to be considered in the new style of consumer model.

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