How is buying behavior shaped on e-commerce platforms?: The role of consumption values

E-commerce, a product of technological developments and the Internet, has become a part of many people's lives today. More and more products and services are offered to customers through e-commerce platforms. In this environment of continuous development and change, businesses need to respond to the needs of consumers by following innovations in order to achieve success. At this point, it is important to understand consumer behavior. Studies emphasize the importance of the concept of value in explaining consumer behavior. Among the approaches that try to explain the perceived value and its effects on consumer behavior, consumption value theory has addressed the factors affecting consumer purchasing decisions from various angles. The purpose of this study is to examine the purchasing behavior of customers on e-commerce platforms, whose popularity is increasing day by day with the rapid spread of the Internet thanks to the developments in the field of technology, through consumption values. In order to conduct the analysis, the survey method was used and a data set consisting of 348 samples suitable for analysis was obtained. As a result of the analysis of the data set, the effect of values on willingness to buy and the effect of willingness to buy on buying behavior in e-commerce were examined, and it was determined that these may differ according to gender, age, education level and the frequency of use of e-commerce platforms by customers, and the findings were presented in detail. This study stands out with its contribution to the advancement of consumption value theory in this field by examining consumption values in e-commerce environment, the differences created by demographic characteristics in terms of consumption values in the buying behavior of customers on e-commerce platforms and which values differentiate e-commerce platforms from each other.