Journal of theoretical and applied electronic commerce research
version ISSN 0718-1876
HAMIT TURAN, Aykut. Internet Shopping Behavior of Turkish Customers: Comparison of Two Competing Models. J. theor. appl. electron. commer. res. [online]. 2012, vol.7, n.1, pp. 77-93. ISSN 0718-1876. doi:10.4067/S0718-18762012000100007.
In this Internet age, information technologies are increasingly penetrating our daily lives. Internet Shopping has become a daily activity for most of us. However, there are very limited studies to investigate cognitive factors influencing individuals' online shopping behavior in a developing country context. In this study, two widely used socio-psychology based theories, the extended version of Technology Acceptance Model (e-TAM) and Theory of Planned Behavior (TPB), have been tested in Internet shopping context and the results are compared for a Turkish sample. The results have revealed significant theoretical relationships for all of the proposed paths in both theories, yet the Theory of Planned Behavior presented better fit indices and proven to be a more detailed explanatory framework.
Keywords : Extended technology acceptance model; Theory of planned behavior; Comparison of theories; Structural equation modeling; Turkey.