Abstract

Mobile shopping applications offered in the context of mobile shopping activities are used intensively by consumers. In this respect, determining the factors that affect consumers’ decision to use these applications will enable businesses to develop these applications in line with the needs of consumers’. Accordingly, in this study, it is aimed to examine the factors affecting the adoption of mobile shopping applications by consumers. Within the scope of the study, an extended Technology Acceptance Model (TAM) is obtained by adding perceived enjoyment, innovativeness, trust and satisfaction variables to the Technology Acceptance Model and the resulting model is evaluated. Data were collected by using convenience sampling method and conducting face to face surveys method. The data obtained were analyzed by using exploratory factor analysis, reliability analysis, confirmatory factor analysis and structural equation modeling. As a result of the research, it was found that satisfaction variable is positively affected by perceived usefulness, innovativeness and trust variables; in addition, perceived usefulness, satisfaction, innovativeness and trust variables positively influences the behavioral intention variable.