Abstract
<p>In today’s digital world, the Internet is having vigorous and transformational effects on consumer’s behavior. Over the past ten years, consumers all over the world have increasingly used the Internet as an efficient medium in their shopping experience. Online retailers are trying to influence consumers shopping attitude and behavior by creating renewed shopping experiences in order to sustain their business under the catastrophic destructive competition among online and offline retailers. In the catastrophic destructive rivalry environment, it is vital for retailers to understand online consumers’ beliefs, attitudes, shopping intentions and behavior toward online shopping. Therefore, this study was designated to clarify consumers’ online shopping intentions within the online shopping environment. This study extends the technology acceptance model (TAM) and consumer perceived value theory.</p><p>In the data gathering process, we used convenience sampling and face-to-face interviews techniques. The 400 valid questionnaires were gathered from the Internet shoppers who voluntarily participated with in our research in Osmaniye, Turkey. In order to test the research model, we used Partial Least Squares (PLS-PM) analysis method. The analysis results provide strong support for the research model. Particularly, perceived usefulness, hedonic value, and online shopping satisfaction dimensions have statistically positive effect on online shopping intentions. The findings suggest that perceived usefulness and positive online shopping attitude plays a significant role in increasing both perceived utilitarian and hedonic online shopping value. In addition, online shopping satisfaction and hedonic value have a significant effect on consumer online shopping intentions. Finally, analysis results give some useful insights into the consumers’ online shopping intentions.</p>
Highlights
There is no doubt that the average people living in developed or developing countries have less free time than before as a result fast living conditions
This study extends the technology acceptance model (TAM) and consumer value theory, by including consumer perceived utilitarian and hedonic value, and online shopping satisfaction dimensions in order to determine the effects of consumer’ perceived online shopping beliefs, online shopping attitudes, perceived utilitarian and hedonic value, and satisfaction dimensions on consumer online shopping intentions
The current study found that perceived ease of use and perceived usefulness beliefs about online shopping website are significant determinants of consumers’ online shopping attitude
Summary
There is no doubt that the average people living in developed or developing countries have less free time than before as a result fast living conditions. Human beings found themselves as performing fundamental changes in any aspect of their lifestyles. At this point, the Internet emerged as a transformational tool of life styles and changed people life style from conventional to post modern life styles. 56) define the Internet as “a tool of information search and products and services purchase”. The Internet provides consumers much more information about products and services and offers the opportunity of effortless and quickly comparison. Marketers have the opportunity of gathering more data about customers. This changing marketing environment could be called as “new age” in marketing management (Reedy et al, 1999). E-commerce has brought remarkable benefits for vendors and consumers and changed the way of doing transactions activities (Schneider, 2007)
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