Author/Authors :
mucan, burcu celal bayar üniversitesi - işletme fakültesi - üretim yönetimi ve pazarlama anabilim dalı, Turkey , tanyeri, mustafa dokuz eylül üniversitesi - işletme fakültesi - üretim yönetimi ve pazarlama anabilim dalı, Turkey
Title Of Article :
THE EFFECT OF INTERNET SHOPPING EXPERIENCES ON PURCHASE INTENTION ON INTERNET AND AN APPLICATION
Abstract :
Nowadays, a great majority of companies have adopted multichannel strategy and have been trying to reach the customers through internet sales in addition to store channels. The topic of this study is the effect of the internet shopping experiences of customers on their decisions on internet shopping. With this aim, the effect of brand image on brand reliability and brand congruity has been studied as well as the effect of brand reliability and brand congruity on purchase intention. It is obvious that this study will be beneficial in terms of determining the expectations of the customers who use the internet shopping channel.
NaturalLanguageKeyword :
Globalization , Internet , Retailing , Purchase Intention , Structural Equation Modeling
JournalTitle :
dokuz eylul university the journal of graduate school of social sciences
