Determinatıon of Consumers’ Attitudes and Intentions About Smart Phone Usage at Product and Price Search in Retail Shopping

Abstract

Today in parallel with the developments in internet and mobile technologies, mobile phones became pocket computers that can perform many online transactions at desired time and place. Accordingly with Technology Acceptance Model (TAM), it is assumed that the perceived ease of use and perceived utility will positively affect consumers' attitudes towards smartphone use. It is also investigated whether these attitudes have an effect on the purchase intention. In order to test the model constructed for this purpose, 210 questionnaires obtained by easy sampling method were analyzed. The structural model was tested by descriptive statistics, explanatory and confirmatory factor analysis and reliability analysis. As a result of the analyzes, ease of use of smart phones in collecting product and price information through smartphones during retail shopping and perceived utility from this process have developed positive attitudes at consumers towards the use of mobil phones. These positive attitudes also positively influenced purchase intentions.