مرکز منطقه ای اطلاع رساني علوم و فناوري - THE APPLICATION OF INFORMATION, MOTIVATION and BEHAVIORAL SKILLS MODEL TO THE ONLINE SHOPPING

Abstract :

Nowadays, e-commerce, as an important marketing channel, gives critical oppportunities for firms related to cost and convenience. At the same time, customers also perform important amount of purchasing using this channel. In this direction, e-commerce atrract the attention of firms. Online purchasing behavior is the process of buying goods and services using internet. The number of people who use the online channels and the amount spent are very important and spectatular. In this research, the applicability of the Information, Motivation and Behavioral Skills Model on the consumer’s intention and behavior of online purchasing is discussed. Propositions are supported by the related literature data. Developing better understanding of antecedents related to online shopping behavior and process is important to analyze the online shopping behavior. At this point, the aim of the study is to examine the consumers’ online shopping behaviors and intentions using the Information, Motivation and Behavioral Skills Model and to shed light on the researchers working on this area. Furthermore, managers might take into account this model when evaluating consumers’ on line shopping behaviors.