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İnternet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Planlı Davranış Teorisi (TPB) ile Ampirik Bir Test = Determinations of Customers’ Internet Shopping Behavior: Empirical Test with the Theory of Planned Behavior (TPB)

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Author(s): Aykut Hamit TURAN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 12;
Issue: 1;
Start page: 128;
Date: 2011;
Original page

Keywords: Planlı Davranış Teorisi | İnternet Alışverişi | Bilgi ve İletişim Teknolojileri | Anket | Yapısal Eşitlik Modeli | Theory of Planned Behavior (TPB) | Internet Shopping | Information and Communications Technologies | Survey | Structural Equation Modeling

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.

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