Abstract:

While online shopping offers a huge market opportunity for manufacturers, it not only provides information but also offers consumers the opportunity to shop wherever and whenever they want. Online purchasing is any kind of shopping that can be made over the internet with various payment methods. It is possible to find many factors that influence online purchasing. Consumer innovativeness, perceived risk, and product involvement are among these factors. This study seeks to determine the impact of consumer innovativeness, perceived risk, and product involvement on online purchasing behavior. Study data were collected in September-October 2019. Face-to-face survey method was chosen as the data collection method and it was evaluated with 400 questionnaires within the scope of the research with the participation of individuals living in the province of Erzurum. For this study, the necessary permission was obtained with the decision of the Social and Human Sciences Scientific Research Publication Ethics Committee of Erzurum Atatürk University, dated 22.01.2020 and numbered 2020/01- 04. The obtained data were analyzed in the SPSS program and the frequency distributions of the participants were examined, reliability tests and regression analyses were performed. As a result of the research, it was found that consumer innovativeness, perceived risk, and product involvement have an impact on online purchasing behavior.

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