Investigation of Online Purchasing Behavior According to Different Generations with Technology Acceptance Model

Authors : Resul Çelik, Sevilay Uslu Divanoğlu

Pages : 136-155

Doi:10.54600/igdirsosbilder.1562479

View : 64 | Download : 59

Publication Date : 2025-01-20

Article Type : Research Paper

Abstract :The main aim of this study is to comparatively examine the intention to purchase online in the context of Generation X, Y and Z consumers within the framework of the Consumer Technology Acceptance Model. This study was studied in a quantitative pattern and was conducted for 661 consumers in Mersin province, determined by convenience sampling method. Normality and deviation analyses, validity and reliability analyses, and factor analyzes were conducted with the data obtained. Structural equation modeling was used to test the determined hypotheses, and all analyzes were carried out using SPSS 24.0 and AMOS 23.0 software packages. Individuals in the generations X, Y and Z discussed within the scope of the study may show different characteristics depending on the generations they belong to. The prediction that generations whose habits and perceptions regarding purchasing behavior may differ will differ in terms of adopting technological innovations has been confirmed according to the results obtained from the research. One of the main limitations of this study is that it was collected through convenience sampling. The other is to reach the target generation age groups in the study. The managerial contribution of this research is that internet purchasing tools should not be designed solely based on ease of use and usefulness and emotional dimensions should be evaluated together with the target market and target consumer groups (Generation X, Y and Z) during market research to more accurately assess the level of acceptance of the innovation. According to literature analysis, no study was found examining the relationship between the generations of the consumer technology acceptance model. The aim of this research is to add to the literature by examining the relationship between generations with the consumer technology acceptance model and to provide a more general conceptual basis in consumer behavior.
Keywords : Tüketici Teknoloji Kabul Modeli, Tüketici Davranışı, Algılanan Kullanışlılık, Satın Alma, İnternet Pazarlaması, Online Alışveriş

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