Effects of the Factors Determining the Online Purchase Behaviour of the Consumer on Actual Purchase

Abstract

Consumer behaviour has been one of the mostly studied research areas in the marketing literature. Following the improvements in information technologies online consumer behaviour has become popular. Various factors have effects on online consumers’ purchase decisions. These factors sometimes bear a resemblance to the factors in the traditional markets and sometimes there are various differences between them.This study aims to reveal the effects of the factors determining the online purchase behaviour of the consumer on actual purchase. In order to achieve this purpose 395 questionnaires were distributed to students of a public university in Turkey. Results show the importance of understanding the factors that are effective on online consumer behaviour. It is supposed that the results of the study would shed light on the strategies of online marketers to best manage the online consumer behavior.

Keywords: Consumer behaviour, online consumer behavior, online shopping, actual purchase