The determinants of intention to shop online and effects of brand equity on e-store patronage

Basit Öğe Kaydı
dc.authoridTR21375en_US
dc.contributor.authorÇemberci, Murat
dc.contributor.authorCivelek, Mustafa Emre
dc.contributor.authorSözer, Edin Güçlü
dc.date.accessioned2015-11-12T13:56:43Z
dc.date.available2015-11-12T13:56:43Z
dc.date.issued2013en_US
dc.departmentMeslek Yüksekokulları, Meslek Yüksek Okulu, Lojistik Bölümüen_US
dc.description.abstractWhile the penetration of the Internet in consumers’ daily lives still continue with an increasing momentum, this new medium has experienced a radical transformation from being a communication tool to be an economic platform where consumers do not only communicate but also transact. In this perspective, online consumer behavior became an important area for both academics and professionals, which needs to be investigated and explored. As the Internet is a new technological channel for shopping, consumers need first to decide to use this new channel for shopping and then make their online retailer preference. Thus, online consumer behavior involves a two-step process composed of intention to shop online and selection of e-store. The purpose of this study is to develop and test a two steps online consumer behavior model which explains the dynamics of the intention and selection processes. A two staged research design has been implemented in the study. At the first stage, parallel to the existing literature, the effects of risk perceptions, technology acceptance factors, and benefit perceptions on the intention to shop online has been measured. The effect of retailer brand equity on e-store selection process has been measured on the second stage. The research hypotheses have been developed based on both the existing theoretical ground and current findings in the literature. The results of the study confirmed that risk perceptions, technology acceptance factors and benefit perceptions regarding online shopping play a decisive role in the intention of consumers to shop online. A second important finding of the study is that once consumers’ involve into online shopping activity, the strength of retailers’ brand equity directly affects the consumers’ store preference.en_US
dc.identifier.endpage145en_US
dc.identifier.issue13en_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://hdl.handle.net/11467/1319
dc.language.isoenen_US
dc.relation.ispartofJournal of Global Strategic Managementen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectE-Commerceen_US
dc.subjectOnline Consumer Behavioren_US
dc.subjectStore Brand Equityen_US
dc.subjectIntention to Shop Onlineen_US
dc.titleThe determinants of intention to shop online and effects of brand equity on e-store patronageen_US
dc.typeArticleen_US

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