İnternet alışverişi tüketici davranışını belirleyen etmenler: Planlı davranış teorisi (TPB) ile ampirik bir test

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.

Determinations of customers’ internet shopping behavior: Empirical test with the theory of planned behavior (TPB)

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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