TÜRKER, Ali Muğla Sıtkı Koçman Üniversitesi - Ortaca Meslek Yüksekokulu, Turkey , ÖZALTIN TÜRKER, Gülay Muğla Sıtkı Koçman Üniversitesi - Ortaca Meslek Yüksekokulu, Turkey

INVESTIGATION OF TOURISM PRODUCT PURCHASING BEHAVIOUR BY THECHNOLOGY ACCEPTANCE MODEL

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Today, the quickly spreading of Internets’ using throughout all part of the community, changed the individuals habits and behaviors as a consumer as well as their lives. One of the important phenomena occurring In recent years, shopping over the Internet, could affect the tourists’ purchase decision process and exist as being a determining factor in the decision process stages, so it is becoming a controversial issue and increasingly important issue on the tourism product buying decision. In Turkey the number of research topics examining the shopping behavior of tourists over the Internet, is yet very insufficient. This study is being done in order to determine the behavior and tendencies of tourist coming to Turkey related to e-shopping, but also to discuss the efficiency of TAMs’ explaining the behavior of tourists through buying on internet. The main objective of this study is to examine the tourist product purchase behavior with the Technology Acceptance Model. The determination of the factors on touristic buying behavior and the directions and rates, will shed the light over electronic marketing activities.

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The process of tourists’ buying decision , Online behavior , Technology acceptance model

dokuz eylul university the journal of graduate school of social sciences

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