期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2018
卷号：7
期号：2Part 1
页码：1-13
出版社：Academy of IRMBR
摘要：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 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.
关键词：E;consumer; Online Shopping; Purchasing over the Internet; Purchasing Behavior; Theory of
Planned Behavior
