Determining the factors affecting the intention of consumers to buy online books during COVID-19

With the introduction and spread of the internet in our lives, changing consumer behaviors and habits have led businesses to create web pages on the internet and e-commerce has emerged. In an environment where brands are competing with their competitors, consumer behaviors have an effect on their new shopping and marketing strategies to ensure their continuityIn the Covid-19 epidemic, which affects the whole world and industries, and in the new normal process, consumer online purchasing behavior is important in terms of the competitiveness of brands, the fast and most appropriate response to consumer demands and needs, and for businesses to see their shortcomings and inadequacies. In this context, the purpose of this study is to determine the factors that affect the motivation of consumers to buy online books on online platforms in the process of Covid 19. In the study, data were collected on a voluntary basis from 395 participants through online questionnaires using the convenience sampling method and analyzed with the SPSS program. The relationship between variables in the scale tested with descriptive statistical analysis, factor analysis and reliability tests was performed through regression analysis and t test. As a result of the analysis, it was confirmed that situational effects, hedonic and utilitarian motivation have an effect on online purchasing intention, while it was determined that gender does not have an effect on online purchasing intention.