MOBILE SHOPPING ADOPTION IN TÜRKİYE: A RESEARCH WITH THE UTAUT2 MODEL
in: International Compilation of Research and Studies in ECONOMICS AND ADMINISTRATIVE SCIENCES, PROF. DR. MUSTAFA METE,ASSOC. PROF. DR. MELAHAT BATU AĞIRKAYA, Editor, SERÜVEN YAYINCILIK, Ankara, pp.285-306, 2025
- Publication Type: Book Chapter / Chapter Research Book
- Publication Date: 2025
- Publisher: SERÜVEN YAYINCILIK
- City: Ankara
- Page Numbers: pp.285-306
- Editors: PROF. DR. MUSTAFA METE,ASSOC. PROF. DR. MELAHAT BATU AĞIRKAYA, Editor
- Bursa Uludag University Affiliated: Yes
Abstract
This study examines the factors influencing the adoption of mobile
shopping in Turkey and identifies the factors shaping mobile shopping BI
and USB based on the UTAUT2 model. The findings show that HM and PV
significantly and positively influence mobile shopping BI; while HAB and BI
strongly determine mobile shopping USB. In contrast, PE, EE, SI, and FC were
found to have no significant impact on the adoption of mobile shopping.
The research results reveal that the variable with the strongest influence
on mobile shopping BI is price value (t = 8.167). While the effect of HM (t =
2.900) is positive, it is lower compared to PV. These findings indicate that the
perceived benefit-cost balance plays a critical role in Turkish users’ preference
for mobile shopping. Although most mobile shopping applications can be
downloaded for free, indirect costs such as acquiring a mobile device and
securing an internet connection are decisive for users. Furthermore, the fact
that some applications offer paid premium features makes this cost dimension
even more visible. Therefore, reducing mobile shopping costs has the potential
to strengthen consumers’ intention to make mobile purchases.
According to research findings, another important factor influencing
mobile shopping BI is HM. Users’ perception of mobile shopping as a fun,
enjoyable, and satisfying activity increases their tendency to shop on mobile
devices. Therefore, presenting the mobile shopping experience in a pleasurable,
simple, fast, and aesthetically pleasing way will have a positive impact on
intention.
The findings also revealed that HAB (t = 6.920) is a stronger predictor
of mobile shopping adoption than BI. The routinization of mobile shopping
behavior over time leads consumers to use this channel more frequently and
naturally. While BI (t = 5.194) also had a significant effect on USB, it was not
as strong as HAB. This indicates that mobile shopping USB does not remain
solely at the intention level, but becomes automatic and transforms into a habit
through repeated use.