Geri Anasayfa

Detay


EXAMINATION OF FACTORS AFFECTING ONLINE CONSUMER BEHAVIOR FROM THE PERSPECTIVE OF THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY

Abstract
Online consumer behavior and traditional consumer behavior are very different. Online consumer behavior evolves in the process of purchasing products or services over the Internet (Li and Zhang 2002). Consumer behavior has been a major area of research in the field of marketing knowledge, and studies of consumer behavior are based on many disciplines. With the rapid development of information technology, especially with the growth of e-commerce, more and more traditional consumers have become online consumers. Many younger generations are becoming online consumers when they first start shopping. A better understanding of online consumer behavior is both theoretically and practically important. The study aims to discuss the reasons for using or not using technology within the context of online consumer behavior by exploiting the Unified Theory of Acceptance and Use of Technology (UTAUT) scale. Upon testing the overall conceptual model, there is a significant relationship between performance expectancy, effort expectancy, social influence, and behavioral intention. There is also a significant relationship between facilitating conditions and use behavior. There is also a significant relationship between behavioral intention and use behavior. Upon considering the importance of information technologies in the online shopping process, based on the Unified Theory of Acceptance and Use of Technology, this study focuses on the factors that explain the intention to purchase online. This model contains the explanatory variables of the UTAUT (performance expectancy, effort expectancy, social influence and facilitating conditions) as the main drivers of intention to purchase online. In this study, it is theorized that performance expectancy, effort expectancy, social influence and facilitating conditions play significant roles as direct determinants of user acceptance and use behavior. Based on the findings of the structural model; it is observed that performance expectancy, which is a strong intention indicator, has a positive impact on behavioral intention. The empirical results strongly supported the theoretical model.

Keywords
Online Consumer Behavior, The Unified Theory of Acceptance and Use of Technology (UTAUT),