According to Schwartz's value theory, does the type of values of individuals affect their e-commerce consumer behavior?

This study examines how the value theory, one of the psychological factors affecting consumer behavior, affects e-commerce consumer behavior. There are many factors that influence consumer's purchasing behavior, and this study examines the relationship between shopping frequency and shopping number of consumers by dividing them into ten subgroups using the Schwartz value theory based on the concept of personality. Correlation and regression analysis methods were used in the evaluation of the collected data. The research data were obtained by applying a questionnaire with a simple random sampling method. The Portrait Values Questionnaire was used in the survey to determine the individuals' value types, along with demographic and dependent variables. In the data collection phase, 294 participants were reached, but 8 of them did not prefer e-commerce applications and were not included in the analysis, so the analyses continued with 286 participants. The primary hypothesis of the study is that individuals; value types do not affect their e-commerce purchase behavior. It has been observed that the sample mainly consists of people born in 1980-1999, using e-commerce applications several times a month and having monthly average spending habits between 500 TL and 1,000 TL. It is understood that the variables of shopping frequency and shopping amount, created as dependent variables, have significant correlations with the value types of power and tradition. According to the results of the regression analysis, the value types can account for 7,1% of the variation in shopping frequency, and 6,3% of the variation in shopping amount. According to the results of the multiple regression analysis, the power value exhibits explanatory power over both shopping frequency and shopping amount, while the tradition value is only explanatory for shopping frequency. The analysis results suggest a significant negative relationship between the power value and shopping amount. Similarly, the power variable is negatively correlated with the shopping frequency. This can be explained by the fact that individuals with a high-power value tend to manage their time and money more effectively, resulting in a decrease in shopping frequency and more prudent behavior in terms of shopping amount. On the other hand, individuals with a tradition variable are positively associated with adherence to cultural norms, respect, and loyalty, which are attitudes aligned with individuals' adaptability to new consumer behavior. This positive association is related to the dependent variable, which is shopping frequency. As a result of the research, it was concluded that individuals; value types have limited influence on e-commerce consumer behavior.