nternet Al veri i Tüketici Davran n Belirleyen Etmenler: Planl Davran Teorisi (TPB) ile Ampirik Bir Test = Determinations of Customers’ Internet Shopping Behavior: Empirical Test with the Theory of Planned Behavior (TPB)

In the recent years, because of the developments in Information and Communication Technologies (ICTs), Internet has penetrated significantly to our daily lives and caused important changes in customers’ shopping behaviors. Individuals widely differ in their behaviors of online shopping. To know more and to have detailed information on psychological and cognitive factors of customers’ online shopping behavior or reasons of them not shopping online, would reveal valuable insights to firms in forming their corporate Internet strategies. In this study, Theory of Planned Behavior (TPB), widely used in socio - psychology literature, is tested with Structural Equation Modeling (SEM) technique to determine customers’ online shopping behaviors. Empirical results revealed very significant support to the underlying theoretical model.