A Research on the Investigation of Turkish Consumers’ Purchase Intentions in the Context of Omni-Channel Shops and Unified Theory of Acceptance and Use of Technology (Utaut-2)

Abstract

The particular aim of this paper is to examine the motivational factors underlying Turkish consumers' behavior during the process of their purchasing from omnichannel shops, with a deeper and broader perspective on the current role of technology. The Quantitative research method was used to achieve the adopted research objective. A total of 456 respondents shared their actions regarding their last purchase in the 12 months prior to data collection in Turkey. The hypothesis analysis part of this article suggests that the following elements have a favourable impact on purchasing behaviour: perceived trust, innovation, pricing value, and purchase intention. According to the study's findings, Turkish omni-channel shoppers value the ability to receive advertising messages through the technological devices they use, compare products and prices with these devices, and thus expect personalised campaigns to complete their purchases and track post-sale deliveries.