Ceren Topaloğlu, Ceren Topaloğlu
(2012)
Consumer Motivation And Concern Factors
For Online Shopping In Turkey.
Asian Academy of Management Journal (AAMJ), 17 (2).
pp. 1-19.
ISSN 1394-2603
Abstract
Understanding consumer behaviour in online environments is the basic factor to build an
effective consumer-retailer relationship structure. The purpose of this study is to explore
the influences of different values and concerns affecting search and purchase intentions
of consumers and to build an integrated model, which could explain the purchase
intentions of consumers in Turkey, where the majority of the population is under the age
of 30. An integrated model of motivation and concern factors on the online shopping is
developed to test the causal effect variables. Current study points out that hedonic value
is a determinant of the consumer intention to search and purchase. Search intention has a
direct impact on purchase intention. Utilitarian value does not have a significant impact
on the search intention but it does have an important impact on the purchase intention.
From the concern factors perspective, security has a significant impact on both search
and purchase intentions, whereas there is no impact for privacy.
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