期刊名称：Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
印刷版ISSN：1302-3284
电子版ISSN：1308-0911
出版年度：2016
卷号：18
期号：4
页码：677-692
语种：Turkish
出版社：Dokuz Eylul Univeristy
摘要：Nowadays, a great majority of companies have adopted multichannel strategy and have been trying to reach the customers through internet sales in addition to store channels. The topic of this study is the effect of the internet shopping experiences of customers on their decisions on internet shopping. With this aim, the effect of brand image on brand reliability and brand congruity has been studied as well as the effect of brand reliability and brand congruity on purchase intention. It is obvious that this study will be beneficial in terms of determining the expectations of the customers who use the internet shopping channel. Keywords : Globalization, Internet, Retailing, Purchase Intention, Structural Equation Modeling.
