EXAMINATION OF FACTORS AFFECTING ONLINE CONSUMER BEHAVIOR FROM THE PERSPECTIVE OF THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Online consumer behavior and traditional consumer behavior arevery different. Online consumer behavior evolves in the process ofpurchasing products or services over the Internet (Li and Zhang 2002).Consumer behavior has been a major area of research in the field ofmarketing knowledge, and studies of consumer behavior are based onmany disciplines. With the rapid development of information technology,especially with the growth of e-commerce, more and more traditionalconsumers have become online consumers. Many younger generationsare becoming online consumers when they first start shopping. A betterunderstanding of online consumer behavior is both theoretically andpractically important. The study aims to discuss the reasons for using ornot using technology within the context of online consumer behavior byexploiting the Unified Theory of Acceptance and Use of Technology(UTAUT) scale. Upon testing the overall conceptual model, there is asignificant relationship between performance expectancy, effortexpectancy, social influence, and behavioral intention. There is also asignificant relationship between facilitating conditions and use behavior.There is also a significant relationship between behavioral intention anduse behavior. Upon considering the importance of informationtechnologies in the online shopping process, based on the Unified Theoryof Acceptance and Use of Technology, this study focuses on the factorsthat explain the intention to purchase online. This model contains theexplanatory variables of the UTAUT (performance expectancy, effortexpectancy, social influence and facilitating conditions) as the main
Açıklama
Anahtar Kelimeler
Bilgisayar Bilimleri, Yazılım Mühendisliği, İşletme
Kaynak
Turkish Studies (Elektronik)
WoS Q Değeri
Scopus Q Değeri
Cilt
13
Sayı
30
