Özet:

The aim of the study is to examine the effects of Unified Theory of Acceptance and Use of Technology elements (performance expectation, effort expectation, social impact, facilitating conditions) as well as privacy concern and perceived reputation factors on online purchasing intention. The population of the research is the consumers older than 18 years in Turkey who have online purchase experience. As a result of the multiple regression analysis of the data set obtained from the questionnaire forms filled in online by 324 people with different demographic characteristics all the elements of Unified Theory of Acceptance and Use of Technology and the perceived reputation have a significant and positive effect on the online purchase intention of individuals, while privacy concern has a significant and negative effect on online purchasing intention.

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