Author/Authors :
YILMAZ, Cengiz Celal Bayar Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , TÜMTÜRK, Ayça Celal Bayar Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Abstract :
The usage of internet while reaching to customers is getting more attractive day by day to firms. According to the TurkStat results of consumers information technology usage report that published in August 2014, individual internet users orders or buyings rate for their own usage was %30,8. It is getting more important today to help firms that are selling goods and services online, understand the buying intensions of internet consumers. Therefore, in order to understand those intensions, this study inspired from Technology Acceptance Model (TAM) which was developed by Davis in 1989. The data used in this research is gathered from a sample of 680 internet users and with the help of the relevant theory, the factors affecting online shopping intention are analyzed by structural equation modelling. In addition to perceived ease of use, perceived usefulness, perceived enjoyment, attitude and intention, information quality, perceived system quality, perceived service quality, store familiarity, trust and subjective norm variables are also used in the model. The proposed model submitted sufficient goodness of fit values. According to the findings of the research, it can be said that except of subjective norm, all other path coefficients between variables are significant. Subjective norm does not play any role in determining the consumers online shopping intention
