Modeling of purchasing behaviors in e-commerce sector using structural equation modeling technique

Because of the growing population and rapidly developing economy Turkey has become an important market in electronic commerce. People's purchasing behaviors have changed drastically over the years, depending on technological developments and have increased the importance given to electronic commerce. However, users are still concerned about various trust factors. In this study a trust model was tested by establishing from users of electronic commerce in Turkey. The trust factor is organized into four subheadings: natural propensity to trust (NPT), perception of website quality (PWSQ), other's trust of buyers/sellers (OTBS) and third party recognition (TPR). In addition, inferences were made depending on age and gender. After the data collected using the questionnaire, the anxieties of the users were determined. Data belonging to a real customer group were processed by data mining techniques and customer groups were determined. Recommendations have been made to enable electronic trading companies to manage these customer groups more effectively and to provide more effective services.