Online Consumer Behavior - An Analysis with the Theory of Planned Behavior
Keywords:
shopping intention, perceived risk, perceived usefulness, online shoppingAbstract
The aim of present study is to examine factors that affecting the formation attitude and their impact on purchase behavior in decision making process. This research is based on data that obtained through a survey study. In this study, the hypotheses were presented considering the variables were associated with perceived risk and technology acceptance and TAM2 model that in 2000 by Venkatesh & Davis 2000 was presented Hypotheses were tested by SPSS AMOS (version 21) software and finally became clear that some of the factors have the strong impact on consumers buying intent.
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