Factors Affecting Consumers' Intention to Purchase Online

Yıl 2017, Cilt: 8 Sayı: 2, 63 - 74, 30.12.2017

Eyyup Yaraş , Meltem Yetkin Özbük , Duygu Aydın Ünal

https://doi.org/10.5505/iuyd.2017.91885

Cited By: 6

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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