SUMMARY
The aim of this study is to investigate consumer preferences towards online payment services and to analyze the factors influencing their choice of online payment. A digital survey was administered to 152 participants aged 18 and over living in Turkey between the dates of March 1, 2023, and May 30, 2023, using convenience sampling. Frequency, factor, correlation, and ANOVA analyses were conducted within the scope of the study's analysis. The results indicate a strong positive relationship between the sources of awareness about online payment during product purchasing and the factors affecting online payment during online purchasing. Furthermore, a significant difference was found between the issues encountered during online payment and the frequency of using Google Payment. The uniqueness of this research compared to other studies lies in its focus on the online payment system in Turkey, specifically how different online payment systems and consumers' perceptions of online payments influence consumer behavior. While there are various studies conducted for different countries in the literature, there is no study specifically addressing online payment systems in Turkey. The results of this study can be utilized for future research in Turkey on online payment systems and consumer behavior, allowing for detailed analyses based on each different online payment system. In this study, the Google Payment system in Turkey is examined in detail from the consumers' perspective.