Kuşakların Algıladıkları Risk ve Online Alışveriş Tutumları: Teknoloji Kabul Modeli ile İncelenmesi
Perceived Risk and Online Shopping Attitudes Across Generations: An Investigation through the Technology Acceptance Model

Summary/Abstract: This study examines how perceived risks in online shopping differ among Generation X, Y, and Z within the framework of the Technology Acceptance Model (TAM). The widespread use of technology and the increasing importance of the internet in our lives have significantly changed consumer habits. Online shopping has become an attractive option by eliminating time and space constraints, offering a wide range of products and competitive prices. However, along with these advantages, consumers face various risks such as product quality, payment security, privacy of personal information, and delivery times. This study aims to reveal the perceived risks of different generations and the impact of these perceptions on the adoption process of online shopping. The subelements of the Technology Acceptance Model, including perceived usefulness, ease of use, attitude, and intention to use, are used to analyze the perception differences among different generations. The research was conducted with survey data obtained from 477 individuals living in Türkiye who have shopped online at least once, and Path Analysis was applied. The findings reveal significant differences in perceived risks among generations and the impact of these risks on online shopping attitudes and intentions. These results provide important insights for developing marketing strategies and understanding consumer behavior.

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