Araştırma Makalesi
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Factors Affecting Consumers' Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye

Yıl 2025, Cilt: 13 Sayı: 2, 270 - 290

Nihad Gurbanli , Ayşegül Karataş

https://doi.org/10.22139/jobs.1671215

Öz

Factors affecting online purchase intention may vary depending on culture and the development level of e-commerce across nations. This research focuses on different levels of e-commerce development and controls the cultural differences using samples from Türkiye and Azerbaijan to find out any differences in antecedents of online buying behavior. The study model is based on the Theory of Planned Behavior (Ajzen, 1991), using self-efficacy, subjective norms, and four dimensions of perceived risk as independent variables, while also examining the mediating role of trust in online purchase intention. Data were collected from a total of 406 consumers in Azerbaijan and Türkiye through an online survey using the convenience sampling method. Data was analysed with Structural Equation Modeling (SEM). The findings reveal that subjective norms and self-efficacy positively and significantly influence purchase intention in both countries. However, trust served as a partial mediator of online purchase intention in Türkiye, while in Azerbaijan, trust did not mediate the relationship. Additionally, in Azerbaijan, perceived risk influenced trust, whereas in Türkiye, this effect was not observed. The lack of repeated transaction experiences in Azerbaijan appears to be the primary reason for these differences.

Anahtar Kelimeler

E-commerce Trust Online Buying Intention SEM Perceived Risk

Etik Beyan

Permission to apply the survey was obtained from the Ethics Committee of Sakarya University with the decision number 12 at the meeting dated 15/05/2024 and numbered 69 of the relevant board.

Kaynakça

  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Springer.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Arshad, A., Zafar, M., Fatima, I., & Khan, S. K. (2015). The impact of perceived risk on online buying behavior. International Journal of New Technology and Research, 1(8), 13–18. https://www.ijntr.org/download_data/IJNTR01080013.pdf
  • Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215. https://doi.org/10.1037/0033-295X.84.2.191
  • Bauer, R. A. (1960). Consumer behavior as risk-taking. R. S. Hancock (Ed.), Dynamic marketing for a changing world (pp. 389–398). American Marketing Association.
  • Capece, G., Calabrese, A., Di Pillo, F., Costa, R., & Crisciotti, V. (2013). The impact of national culture on e-commerce acceptance: The Italian case. Knowledge and Process Management, 20(2), 102–112. https://doi.org/10.1002/kpm.1413
  • Cheung, C., & Lee, M. K. (2000). Trust in Internet shopping: A proposed model and measurement instrument. AMCIS 2000 Proceedings, 406. Retrieved from https://aisel.aisnet.org/amcis2000/406
  • Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215. https://doi.org/10.1016/S1567-4223(03)00024-3
  • Crespo, A. H., Bosque, I. R., & Sánchez, G. S. (2009). The influence of perceived risk on Internet shopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259–277. https://doi.org/10.1080/13669870802497744
  • Cunningham, S. M. (1967). The significant dimensions of perceived risk. In Risk taking and information handling in consumer behaviour. Harvard University Graduate School of Business Administration.
  • Flavian, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1–14. https://doi.org/10.1016/j.im.2005.01.002
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  • Ganguly, B., Dash, S. B., Cyr, D., & Head, M. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4–5), 302–330. https://doi.org/10.1504/IJEB.2010.035289
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
  • Gurbanlı, N. (2024). Tüketicilerin e-ticaret sitelerinden ürün satın alma niyetini etkileyen faktörler: Azerbaycan-Türkiye karşılaştırması [Master’s thesis, Sakarya University].
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
  • Hassan, A. M., Kunz, M. B., Pearson, A. W., & Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16(1), 164-182.
  • Hawes, J. M., & Lumpkin, J. R. (1986). Perceived risk and the selection of a retail patronage mode. Journal of the Academy of Marketing Science, 14(1), 37–42. https://doi.org/10.1007/BF02721814
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526. https://doi.org/10.1111/j.1083-6101.1999.tb00337.x
  • Javiya, V. (2017). Examining the relationship between perceived risks and online shopping intention. Researchers World: Journal of Arts, Science & Commerce, 8(2), 5. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2996492
  • Jones, K. (1996). Trust as an affective attitude. Ethics, 107(1), 4–25. https://www.journals.uchicago.edu/doi/abs/10.1086/233694
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
  • Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203–213. https://doi.org/10.1016/j.ijhm.2013.06.008
  • Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), 20–29. https://doi.org/10.1080/15252019.2004.10722084
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a website: A trust-building model. The Journal of Strategic Information Systems, 11(3–4), 297–323. https://doi.org/10.1016/S0963-8687(02)00020-3
  • Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27–44. https://doi.org/10.1111/j.1745-6606.2001.tb00101.x
  • Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), 217–230. https://doi.org/10.1016/S0378-7206(00)00061-6
  • Park, J., Gunn, F., & Han, S. L. (2012). Multidimensional trust building in e-retailing: Cross-cultural differences in trust formation and implications for perceived risk. Journal of Retailing and Consumer Services, 19(3), 304–312. https://doi.org/10.1016/j.jretconser.2012.03.003
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
  • Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143. https://doi.org/10.2307/25148720
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
  • Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study. Italian Journal of Marketing, 2021(1), 227–247. https://doi.org/10.1007/s43039-021-00022-z
  • Rehimov, R. (2024, October 13). Trendyol aims for $1 billion trade volume in Azerbaijan. Anadolu Agency. Retrieved October 24, 2024, from https://www.aa.com.tr/tr/ekonomi/trendyol-azerbaycanda-1-milyar-dolarlik-ticaret-hacmi-hedefliyor/3360573
  • Sakarya, S., & Soyer, N. (2013). Cultural differences in online shopping behavior: Turkey and the United Kingdom. International Journal of Electronic Commerce Studies, 213–238.
  • Samadi, M., & Yaghoob-Nejadi, A. (2009). A survey of the effect of consumers’ perceived risk on purchase intention in e-shopping. Business Intelligence Journal, 2(2), 261–275.
  • Statista. (2024, 10 October). Consumption indicators - Türkiye. Statista. https://www.statista.com/outlook/co/consumption-indicators/turkey
  • Statista. (2024, 10 October). E-commerce - Azerbaijan. Statista. https://www.statista.com/outlook/emo/ecommerce/azerbaijan
  • Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore, and China. Omega, 35(1), 22–38. https://doi.org/10.1016/j.omega.2005.02.001
  • Trendyol. (2024, September 20). Who we are. Trendyol. https://www.trendyol.com/whatwedo
  • Truong, Y. (2013). A cross-country study of consumer innovativeness and technological service innovation. Journal of Retailing and Consumer Services, 20(1), 130–137. https://doi.org/10.1016/j.jretconser.2012.10.014
  • United Nations. (1999). UN/CEFACT and electronic commerce. Retrieved May 10, 2024, from https://digitallibrary.un.org/record/405960?ln=en&v=pdf
  • World Bank. (2024). GNI per capita, Atlas method. Retrieved May 10, 2024, from https://data.worldbank.org/indicator/NY.GNP.PCAP.CD
  • Wu, L., & Chen, J. L. (2005). An extension of trust and TAM model with TPB in the initial adoption of online tax: An empirical study. International Journal of Human-Computer Studies, 62(6), 784–808. https://doi.org/10.1016/j.ijhcs.2005.03.003
  • Wu, Y. T., & Wang, L. J. (2015). The exploration of elementary school teachers' internet self-efficacy and information commitments: A study in Taiwan. Journal of Educational Technology and Society, 18(1), 211–222. https://www.jstor.org/stable/10.2307/jeductechsoci.18.1.211
  • Ye, C., Hofacker, C. F., Peloza, J., & Allen, A. (2020). How online trust evolves over time: The role of social perception. Psychology & Marketing, 37(11), 1539–1553. https://doi.org/10.1002/mar.21400
  • Yeşilyurt, E., Ulaş, A. H., & Akan, D. (2016). Teacher self-efficacy, academic self-efficacy, and computer self-efficacy as predictors of attitude toward applying computer-supported education. Computers in Human Behavior, 64, 591–601. https://doi.org/10.1016/j.chb.2016.07.038
  • Yao, G., & Li, Q. (2009). The effects of online shopping familiarity and internet self-efficacy on the formation of trust toward online shopping. In Proceedings of the 2009 International Conference on E-Business and Information System Security (EBISS). IEEE. https://doi.org/10.1109/EBISS.2009.5138114
  • Yi, F., & Fan, G. (2011). An empirical study on consumer purchase intention affecting online shopping behavior. In 2011 International Conference on Management and Service Science (pp. 1–4). IEEE. https://doi.org/10.1109/ICMSS.2011.5998965
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–45. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=a2ac37334af8efa6b46350e6c86e51c27decc345
  • Zhang, L., Tan, W., Xu, Y., & Tan, G. (2012). Dimensions of consumers' perceived risk and their influences on online consumers' purchasing behavior. Communications in Information Science and Management Engineering, 2(7), 8–14.
  • Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257

Yıl 2025, Cilt: 13 Sayı: 2, 270 - 290

Nihad Gurbanli , Ayşegül Karataş

https://doi.org/10.22139/jobs.1671215

Öz

Kaynakça

  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Springer.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Arshad, A., Zafar, M., Fatima, I., & Khan, S. K. (2015). The impact of perceived risk on online buying behavior. International Journal of New Technology and Research, 1(8), 13–18. https://www.ijntr.org/download_data/IJNTR01080013.pdf
  • Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215. https://doi.org/10.1037/0033-295X.84.2.191
  • Bauer, R. A. (1960). Consumer behavior as risk-taking. R. S. Hancock (Ed.), Dynamic marketing for a changing world (pp. 389–398). American Marketing Association.
  • Capece, G., Calabrese, A., Di Pillo, F., Costa, R., & Crisciotti, V. (2013). The impact of national culture on e-commerce acceptance: The Italian case. Knowledge and Process Management, 20(2), 102–112. https://doi.org/10.1002/kpm.1413
  • Cheung, C., & Lee, M. K. (2000). Trust in Internet shopping: A proposed model and measurement instrument. AMCIS 2000 Proceedings, 406. Retrieved from https://aisel.aisnet.org/amcis2000/406
  • Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215. https://doi.org/10.1016/S1567-4223(03)00024-3
  • Crespo, A. H., Bosque, I. R., & Sánchez, G. S. (2009). The influence of perceived risk on Internet shopping behavior: A multidimensional perspective. Journal of Risk Research, 12(2), 259–277. https://doi.org/10.1080/13669870802497744
  • Cunningham, S. M. (1967). The significant dimensions of perceived risk. In Risk taking and information handling in consumer behaviour. Harvard University Graduate School of Business Administration.
  • Flavian, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1–14. https://doi.org/10.1016/j.im.2005.01.002
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  • Ganguly, B., Dash, S. B., Cyr, D., & Head, M. (2010). The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4–5), 302–330. https://doi.org/10.1504/IJEB.2010.035289
  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
  • Gurbanlı, N. (2024). Tüketicilerin e-ticaret sitelerinden ürün satın alma niyetini etkileyen faktörler: Azerbaycan-Türkiye karşılaştırması [Master’s thesis, Sakarya University].
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
  • Hassan, A. M., Kunz, M. B., Pearson, A. W., & Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16(1), 164-182.
  • Hawes, J. M., & Lumpkin, J. R. (1986). Perceived risk and the selection of a retail patronage mode. Journal of the Academy of Marketing Science, 14(1), 37–42. https://doi.org/10.1007/BF02721814
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526. https://doi.org/10.1111/j.1083-6101.1999.tb00337.x
  • Javiya, V. (2017). Examining the relationship between perceived risks and online shopping intention. Researchers World: Journal of Arts, Science & Commerce, 8(2), 5. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2996492
  • Jones, K. (1996). Trust as an affective attitude. Ethics, 107(1), 4–25. https://www.journals.uchicago.edu/doi/abs/10.1086/233694
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
  • Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203–213. https://doi.org/10.1016/j.ijhm.2013.06.008
  • Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), 20–29. https://doi.org/10.1080/15252019.2004.10722084
  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335
  • McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a website: A trust-building model. The Journal of Strategic Information Systems, 11(3–4), 297–323. https://doi.org/10.1016/S0963-8687(02)00020-3
  • Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27–44. https://doi.org/10.1111/j.1745-6606.2001.tb00101.x
  • Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), 217–230. https://doi.org/10.1016/S0378-7206(00)00061-6
  • Park, J., Gunn, F., & Han, S. L. (2012). Multidimensional trust building in e-retailing: Cross-cultural differences in trust formation and implications for perceived risk. Journal of Retailing and Consumer Services, 19(3), 304–312. https://doi.org/10.1016/j.jretconser.2012.03.003
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
  • Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143. https://doi.org/10.2307/25148720
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
  • Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study. Italian Journal of Marketing, 2021(1), 227–247. https://doi.org/10.1007/s43039-021-00022-z
  • Rehimov, R. (2024, October 13). Trendyol aims for $1 billion trade volume in Azerbaijan. Anadolu Agency. Retrieved October 24, 2024, from https://www.aa.com.tr/tr/ekonomi/trendyol-azerbaycanda-1-milyar-dolarlik-ticaret-hacmi-hedefliyor/3360573
  • Sakarya, S., & Soyer, N. (2013). Cultural differences in online shopping behavior: Turkey and the United Kingdom. International Journal of Electronic Commerce Studies, 213–238.
  • Samadi, M., & Yaghoob-Nejadi, A. (2009). A survey of the effect of consumers’ perceived risk on purchase intention in e-shopping. Business Intelligence Journal, 2(2), 261–275.
  • Statista. (2024, 10 October). Consumption indicators - Türkiye. Statista. https://www.statista.com/outlook/co/consumption-indicators/turkey
  • Statista. (2024, 10 October). E-commerce - Azerbaijan. Statista. https://www.statista.com/outlook/emo/ecommerce/azerbaijan
  • Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore, and China. Omega, 35(1), 22–38. https://doi.org/10.1016/j.omega.2005.02.001
  • Trendyol. (2024, September 20). Who we are. Trendyol. https://www.trendyol.com/whatwedo
  • Truong, Y. (2013). A cross-country study of consumer innovativeness and technological service innovation. Journal of Retailing and Consumer Services, 20(1), 130–137. https://doi.org/10.1016/j.jretconser.2012.10.014
  • United Nations. (1999). UN/CEFACT and electronic commerce. Retrieved May 10, 2024, from https://digitallibrary.un.org/record/405960?ln=en&v=pdf
  • World Bank. (2024). GNI per capita, Atlas method. Retrieved May 10, 2024, from https://data.worldbank.org/indicator/NY.GNP.PCAP.CD
  • Wu, L., & Chen, J. L. (2005). An extension of trust and TAM model with TPB in the initial adoption of online tax: An empirical study. International Journal of Human-Computer Studies, 62(6), 784–808. https://doi.org/10.1016/j.ijhcs.2005.03.003
  • Wu, Y. T., & Wang, L. J. (2015). The exploration of elementary school teachers' internet self-efficacy and information commitments: A study in Taiwan. Journal of Educational Technology and Society, 18(1), 211–222. https://www.jstor.org/stable/10.2307/jeductechsoci.18.1.211
  • Ye, C., Hofacker, C. F., Peloza, J., & Allen, A. (2020). How online trust evolves over time: The role of social perception. Psychology & Marketing, 37(11), 1539–1553. https://doi.org/10.1002/mar.21400
  • Yeşilyurt, E., Ulaş, A. H., & Akan, D. (2016). Teacher self-efficacy, academic self-efficacy, and computer self-efficacy as predictors of attitude toward applying computer-supported education. Computers in Human Behavior, 64, 591–601. https://doi.org/10.1016/j.chb.2016.07.038
  • Yao, G., & Li, Q. (2009). The effects of online shopping familiarity and internet self-efficacy on the formation of trust toward online shopping. In Proceedings of the 2009 International Conference on E-Business and Information System Security (EBISS). IEEE. https://doi.org/10.1109/EBISS.2009.5138114
  • Yi, F., & Fan, G. (2011). An empirical study on consumer purchase intention affecting online shopping behavior. In 2011 International Conference on Management and Service Science (pp. 1–4). IEEE. https://doi.org/10.1109/ICMSS.2011.5998965
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–45. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=a2ac37334af8efa6b46350e6c86e51c27decc345
  • Zhang, L., Tan, W., Xu, Y., & Tan, G. (2012). Dimensions of consumers' perceived risk and their influences on online consumers' purchasing behavior. Communications in Information Science and Management Engineering, 2(7), 8–14.
  • Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Toplam 54 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Nihad Gurbanli 0009-0007-3891-1853

Ayşegül Karataş 0000-0002-8587-5994

Erken Görünüm Tarihi 17 Temmuz 2025
Yayımlanma Tarihi
Gönderilme Tarihi 7 Nisan 2025
Kabul Tarihi 9 Haziran 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 13 Sayı: 2

Kaynak Göster

APA Gurbanli, N., & Karataş, A. (2025). Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye. İşletme Bilimi Dergisi, 13(2), 270-290. https://doi.org/10.22139/jobs.1671215
AMA Gurbanli N, Karataş A. Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye. About the Journal. Temmuz 2025;13(2):270-290. doi:10.22139/jobs.1671215
Chicago Gurbanli, Nihad, ve Ayşegül Karataş. “Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye”. İşletme Bilimi Dergisi 13, sy. 2 (Temmuz 2025): 270-90. https://doi.org/10.22139/jobs.1671215.
EndNote Gurbanli N, Karataş A (01 Temmuz 2025) Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye. İşletme Bilimi Dergisi 13 2 270–290.
IEEE N. Gurbanli ve A. Karataş, “Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye”, About the Journal, c. 13, sy. 2, ss. 270–290, 2025, doi: 10.22139/jobs.1671215.
ISNAD Gurbanli, Nihad - Karataş, Ayşegül. “Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye”. İşletme Bilimi Dergisi 13/2 (Temmuz 2025), 270-290. https://doi.org/10.22139/jobs.1671215.
JAMA Gurbanli N, Karataş A. Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye. About the Journal. 2025;13:270–290.
MLA Gurbanli, Nihad ve Ayşegül Karataş. “Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye”. İşletme Bilimi Dergisi, c. 13, sy. 2, 2025, ss. 270-9, doi:10.22139/jobs.1671215.
Vancouver Gurbanli N, Karataş A. Factors Affecting Consumers’ Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye. About the Journal. 2025;13(2):270-9.
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