Factors Determining E-Consumer Behavior: An Empirical Research on the Theory of Planned Behavior (TPB)

2018 International Review of Management and Business Research  
This research study is conducted in order to empirically reveal the factors affecting the online purchasing behaviors of university students who act as e-consumers on the Internet and the relationship between these factors within the scope of the theory of planned behavior. The questionnaire survey forms prepared within the context of the theory of planned behavior for this purpose are applied to 327 students who study at Niğde Ömer Halisdemir University in 2017-2018 academic years. The
more » ... years. The obtained data are analyzed via SPSS 22.0 statistical computer software. In the study, regression analysis is performed in testing the presented model within the theory of planned behavior. As a result of the research study; it is determined that purchase intentions, attitudes/behaviors, and perceived behavioral controls of e-consumers have a positive impact on their purchasing behaviors. Also, the perceived behavioral controls positively affect the direct purchasing behavior and the purchase intention variable also affect the purchasing behavior positively. It is determined that the has no significant impact on purchase intention. Consequently, the empirical results support the theoretical model, except for the aspect of perceived social pressure.
doi:10.30543/7-3(2018)-6 fatcat:c62dvftsx5ds7oi2z7fh233bye