Özet:

The purpose of this study is to investigate the factors affecting consumers' online buying behavior. In this study; In addition to Theory of Planned Behavior, Technology Acceptance Model and Diffusion of Innovation Theory, a model has been created by adding Consumer Habits and Confidence Factors and the effects of these factors on the online purchasing behavior of consumers were investigated. A questionnaire was used as the data collection tool and the analyzes were conducted on 438 respondents. The data collected by the questionnaire were analyzed using SPSS (Statistical Package for the Social Sciences) program. The reliability and validity analyses of the data were carried out firstly, and then, statistical analyses were performed for the expressions. As a result of the research; the factors examined were found to be effective in online buying behavior.

Anahtar Kelimeler: