Affiliation:
1. SAKARYA UYGULAMALI BİLİMLER ÜNİVERSİTESİ
Abstract
While deciding on the product or service to be purchased in online shopping, consumption styles come to the forefront as much as the wishes and needs of the consumer. In this context, since online shopping has its characteristics, traditional shopping decision-making styles are different from online shopping decision-making styles. Therefore, this study aims to examine the effect of online purchasing styles on online purchase intention. The research applied online decision-making styles to clothing and technology products. It was also investigated whether different impacts on online purchase intention were observed in these product groups. The research sample was selected by convenience sampling, and individuals with various sociodemographic characteristics who bought two different product groups were included in the study. The research data were obtained from consumers aged 18 and over who shop online by online survey method. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) was used to analyze the data of 380 participants. SPSS 24.0 program was used to create descriptive statistics, and SmartPLS 3.0 was used for SEM analysis. The results revealed that YKB, WIB, and WAB positively affect online purchase intention (p
Publisher
Iktisadi Idari ve Siyasal Arastirmalar Dergisi
Subject
Management Science and Operations Research,Mechanical Engineering,Energy Engineering and Power Technology
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