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

Yıl 2011, Cilt: 12 Sayı: 1, 128 - 143, 01.01.2011

Aykut Hamit Turan

Öz

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.

Anahtar Kelimeler

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

Öz

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

Anahtar Kelimeler

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

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