Abstract:

Predicting the type of consumer who is likely to show online buying behavior is very important for companys which would like to gain competitive advantage. The purpose of this research is to determine the relative impact of personal value priorities on attitude toward online shopping and actual behavior of online shopping (including both search and purchase). 352 university students have been attended to the study. Students have been divided into two groups according to their openness to change versus conservation value priorities. According to the study results, there is no significant difference between two groups according to their attitudes toward online shopping and searching products online. Consumers who emphasize openness to change value domains more than conservation value domains indicate more online buying behavior. Moreover, there is a positive relationship between attitude toward online shopping and the actual behavior of online shopping (including both search and purchase).

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