Abstract
This study explores the influence of the reasons of individuals' supportive and deterrent behaviors against commercial usage of online media in the emerging market of Turkey. The supportive and deterrent factors are grouped in empirical categories as discouragement and encouragement, respectively. The impact of these factors on actual behavior were assessed via intermediary empirical category including the variables inefficiency, efficiency, intention, and subjective norm. A survey was conducted using a sample of 251 observations obtained from the visitors of three large/busy malls using purposive sampling. The multiple least-square regression was utilized to test the nature of the relationships between variables. Results indicated a significant discouraging impact of warranty, finance, habits, security on inefficiency perceptions, an encouraging impact of geography and convenience on efficiency perceptions. Significant behavioral impact of perceptions regarding inefficiency, efficiency, subjective norms, and intention on actual usage of online shopping was also observed.
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