Factors Affecting Consumers' Intention to Purchase Online

Öz

The purpose of this study is to identify the effects of factors affecting consumers' intention to purchase from the Internet by presenting a model proposal on the intention to purchase. As the internet makes life easier in every field, consumers are facing new experiences and ways of buying. It is necessary to investigate the reactions of the consumers and to determine the new patterns among these developments. As a result of empirical research, available data was collected from 419 participants. According to the structural equation model, while product and financial risk have reverse relationship with intention to purchase, other independent variables as convenience and, merchandise variety and price consciousness have positive relationships

Anahtar Kelimeler

• Purchase intention,Online shopping,Consumer risk perception

Tüketicilerin İnternet üzerinden satın alma niyetini etkileyen faktörler

Öz

Bu çalışmanın amacı tüketicilerin İnternet’ten alışveriş yapma niyetlerini etkileyen faktörlerin satın alma niyeti üzerindeki etkisini bir model önerisi sunarak ortaya koyarak, bu etkilerin güçlerini sıralandırabilmektir. İnternet’in her alanda hayatı kolaylaştırdığı günümüzde, tüketiciler de yeni deneyimler ve satın alma yollarını öğrenmektedir. Tüm bu gelişmeler karşısında tüketicilerin verdiği tepkilerin araştırılması ve yeni örüntülerin belirlenmesi gerekmektedir. Ampirik araştırma sonucunda 419 katılımcıdan kullanılabilir veri toplanmıştır. Yapısal eşitlik modelinin sonuçlarına göre ürün ve finansal risk boyutu satın alma niyeti ile ters yönlü bir ilişkiye sahiptir. Erişilebilirlik, ürün çeşitliliği ve uygun fiyat boyutları İnternet’ten satın alma davranışı üzerinde pozitif etkiye sahiptir. 

Anahtar Kelimeler

• Satın alma niyeti,Çevrimiçi alışveriş,Tüketicinin risk algısı

Kaynakça

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