Do Celebrities Affect Book Purchase Intention of Youths?

Çelik, Mukaddes Özlem; Bakırtaş, Hülya

doi:10.20990/kilisiibfakademik.710422

Cited by 1 publication

(1 citation statement)

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“…It is also a major factor in initial user acceptance and continued use of systems in human-computer interaction research. The effect of perceived ease of use on consumers' intentions is important (Çelik & Bakırtaş, 2020). Consumers adopt systems that they find easier to use more quickly.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Onli̇ne Alişveri̇şte Kri̇pto Para Kullanimi İle İlgi̇li̇ Tüketi̇ci̇ Görüşleri̇ni̇n Araştirilmasi

AVCI,

ÖZMEN,

OZHAN

2023

ijmeb

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Developments in the field of internet technologies have changed traditional shopping behaviors and led consumers to shop online on electronic commerce sites. Developments in the field of electronic commerce have also diversified payment systems and virtual currencies have started to be used in payments. When it comes to virtual currencies, the first concept that comes to mind recently is cryptocurrencies. Cryptocurrencies, which are seen as investment instruments, have started to be used as payment methods by many brands in the global market. At this stage, the basis of the research is to reveal the intention of consumers in Turkey to use cryptocurrencies in online shopping. The goal of the study, which was conducted within the framework of the Technology Acceptance Model, was to discover the implications of consumers' perceptions of cryptocurrencies' ease of use, risk, and trust factors on their perceived benefit and intention to use cryptocurrencies in online purchasing. For this aim, it was discovered that perceived ease of use and trust have a significant positive effect on perceived benefit, while perceived risk has a significant negative effect, based on the analysis of data obtained from 391 customers via the online survey technique. In addition, perceived ease of use, trust and benefit also positively affect the intention to use cryptocurrency in online shopping. It is concluded that the perceived risk factor does not affect the intention to use cryptocurrency in online shopping. The findings provide significant theoretical and practical contributions to the fields of cryptocurrency and electronic commerce.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%