İNTERNET ALIŞVERİŞİ TÜKETİCİ DAVRANIŞINI BELİRLEYEN ETMENLER: PLANLI DAVRANIŞ TEORİSİ TPB İLE AMPİRİK BİR TEST

Abstract

Son yıllardaki bilgi ve iletişim teknolojilerindeki hızlı gelişmeler, İnternet’in yoğun olarak günlük hayatımıza girmesine yol açmış ve tüketicilerin alışveriş anlayışlarını önemli ölçüde değişmiştir. Bireyler İnternet üzerinden alışveriş yapma davranışlarında çok önemli farklılıklar göstermektedir. Tüketicilerin İnternet üzerinden alışveriş yapma veya yapmama tercihlerinin altında yatan psikolojik ve bilişsel nedenler hakkında daha fazla ve detaylı bilgi sahibi olmak, firmaların bu konuda uyguladıkları stratejilerini daha etkin ve doğru belirlemesine önemli katkılar yapacaktır. Bu çalışmada, sosyo - psikoloji literatüründe yaygın olarak kullanılan Planlı Davranış Teorisi TPB , Yapısal Eşitlik Modeli SEM kullanılarak tüketici davranışını tahmin etmek için test edilmiştir. Ampirik sonuçlar kuvvetli bir şekilde teorik modeli desteklemiştir.

Keywords

• Planlı Davranış Teorisi, İnternet Alışverişi, Bilgi ve İletişim Teknolojileri, Anket, Yapısal Eşitlik Modeli

DETERMINATIONS OF CUSTOMERS’ INTERNET SHOPPING BEHAVIOR: EMPIRICAL TEST WITH THE THEORY OF PLANNED BEHAVIOR TPB

Abstract

In the recent years, because of the developments in Information and Communication Technologies ICTs , Internet has penetrated significantly to our daily lives and caused important changes in customers’ shopping behaviors. Individuals widely differ in their behaviors of online shopping. To know more and to have detailed information on psychological and cognitive factors of customers’ online shopping behavior or reasons of them not shopping online, would reveal valuable insights to firms in forming their corporate Internet strategies. In this study, Theory of Planned Behavior TPB , widely used in socio - psychology literature, is tested with Structural Equation Modeling SEM technique to determine customers’ online shopping behaviors. Empirical results revealed very significant support to the underlying theoretical model

Keywords

• Theory of Planned Behavior (TPB), Internet Shopping, Information and Communications Technologies, Survey, Structural Equation Modeling.

References

1. AHUJA, M., GUPTA, B., RAMAN, P. (2003). An empirical investigation of online consumer purchasing behavior. Communication of ACM, (46:129), 145-151 ss.
2. ASSAEL, H. (1998). Consumer behavior and marketing action, 6th ed, South-Western College Publishing: Cincinnati, OH.
3. AZJEN, I. (1988). Attitudes, personality and behavior. Dorsey Press, Chicago, IL.
4. AJZEN, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, (50),179-211 ss.
5. AZJEN, I., MADDEN, T.J. (1986). Predication of goal directed behavior: attitude, intentions, and perceived behavioral control. Journal of Experiemental Socail Psychology, (22), 453- 474 ss.
6. AZJEN, I., FISHBEIN, M. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Erişim adresi: , [Erişim tarihi: 21.03.2008].
7. BOBBIT, L. M., DABHOLKAR, P.A. (2001). Integrating attitudinal theories to understand and predict use of technology based self service. International Journal of Service Industry Management, (12:5), 423-450 ss.
8. BROWN, K.M. (1999). Antecedents of culturally significant tourist behavior. Annals of Tourism Research, (26:3), 676-700 ss.

9. CHANG, M.K. (1998). Predicting unethical behavior : a compariosn of the theory of reasoned action and the theory of planned behavior, Journal of Business Ethics, (17), 1825-1834 ss.
10. COMPEAU, D.R., HIGGINS, C.A. (1995). Computer self-efficacy: development of a measure and initial test. MIS Quarterly, (19:2), 118- 43 ss.
11. DARSONO, L. I. (2005), Examning information technology acceptance by indiviual professionals, (7:2), 155-178 ss.
12. DAVIS, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, (13:3), 319-340 ss.
13. ERDAL, M. (2008). Internet’te tüketici davranışı, Erişim adresi: , [Erişim tarihi: 29.02.2008].
14. FORSYTHE, S.M., SHI, B. (2003). Consumer patronage and risk perceptions in ınternet shopping, Journal of Business Research, (56), 867-875 ss.
15. GOBY, V.P. (2006). Online purchases in an Infocomm sophisticated society, CyberPsychology & Behavior, (9:4), 423-431 ss.
16. HAIR, J.F., ANDERSON, R.E., TATHAM, R.L., BLACK, W.C. (1998). Multivariate data analysis, 5th ed., Prentice-Hall International: Upper Saddle River, NJ.
17. HATCHER, L. (1994). A step-by-step approach to using the SAS(R) system for factor analysis and structural equation modeling. Cary, NC: SAS Institute.
18. HSU, M.H. ve CHIU, C.M. (2004). Predicting electronic service continuance with a decomposed theory of planned behavior, Behavior & Information Technology, (23:5), 359-373 ss.
19. HU, P.J., CHAU, P.Y., LIU SHENG, O.R., TAM, K.Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology, Journal of Management Information Systems, (16:2), 91-112 ss.
20. IGBARIA, M.T., GUIMARAES, T., DAVIS, G.B. (1995). Testing the determinants of microcomputer usage via a structural equation model, Journal of Management Information Systems, (11:4), 87-114 ss.
21. JÖRESKOG, K., SÖRBOM, D. (1999). Lisrel 8: user’s referance guide. 2nd ed, Scientific Software International, Chicago, IL.
22. LEE, H.Y., QU, H., KIM, Y.S. (2007). A study of personal innovativeness on online travel shopping behaviour-a case study of Korean travelers. Tourism Management, (28), 886- 897.ss.
23. LIAO, Z., CHEUNG, M.T. (2001). Internet based e-shopping and consumer attitudes: an empirical study. Information & Management, (38), 299-306 ss.
24. LIAW, S. S. (2004). The theory of planned behavior applied to search engines as a learning tool, Journal of Computer Assisted Learning, (20), 283-291 ss.
25. LIM, H ve DUBINSKY, A. (2005). The theory of planned behavior in e-commerce: making a case for interdependecieis between salient beliefs, Psychology & Marketing, (22:10), 833- 855 ss.
26. LIN, H.F., (2007). Predicting consumer ıntentions to shop online: an empirical test of competing theories. Electronic Commerce Research and Applications, [Erişim Tarihi: 2007.02.002].
27. MATHIESON, K., (1991). Predicting user intentions: comparing the technology model with the theory of planned behavior. Information Systems Research, (2:3), 173- 91 ss.
28. NUNNALLY, J.C., BERNSTEIN, I.H. (1994). Psychometric theory, McGraw-Hill: New York.
29. OLSON, J. M., ZANNA, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, (28:3), 117-154 ss.
30. SAYDAN, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fayda algılamaları: geleneksel ve online tüketicilerin karşılaştırılması. Elektronik Sosyal Bilimler Dergisi. Kış-2008, (7:23), 386-402 ss.
31. SOOPRAMANIEN, D.G.R., ROBERTSON, A. (2007). Adoption and usage of online shopping: an empirical analysis of the characteristics of “buyers”, “browsers” and “non- ınternet shoppers. Journal of Retailing and Consumer Services, (14), 73-82 ss.
32. TAYLOR, S., TODD, P.A. (1995). Understanding information technology usage: a test of competing models, Information Systems Research, (6:2), 144-176 ss.
33. TEO, T.S.H. (2002). Attitudes toward online shopping and the Internet. Behaviour & Information Technology, (21:4), 259-271 ss.
34. TEO, T.S.H., LIM, V.K.G., LAI, R.Y.C. (1997). Users and uses of the Internet: the case of Singapore. Interntional Journal of Information Management, (17:5), 325-336 ss.
35. VIJAYASARATHY, L. R. (2004). Predicting consumer intentions to use online shopping: the case for an augmented technology acceptance model. Information and Management, (41), 747-762 ss.
36. WANG, Y.S. (2002). The adoption of electronic tax filling systems: an empirical study. Government Information Quarterly, (20), 333-352 ss.