Examining online purchase intention in the context of technology acceptance model: An evaluation in Djibouti sample

In the globalizing world, the online shopping system is rapidly spreading. Consumers use their purchasing preference to online shopping to get a significant discount from a seller. Online shopping also allows the new seller to easily enter competitive markets. Purchase intention is defined as the ability to purchase a particular brand in a product category when purchasing. From this point of view, the aim of this study is to determine the characteristics of Djiboutian consumers' purchasing behavior in their online purchases. Within the scope of the study, data were collected from 428 Djiboutian citizens by survey method. In the analysis phase of the study, descriptive statistics, regression and correlation techniques were used. According to the results of the analysis, it has been determined that the price, ease of use and usefulness of the product in online purchases are the factors affecting the purchase intentions of consumers for online shopping.