Examination of determining factors about online shopping intention: A model suggestion related to difference of shopping experience levels in Turkey

The data used in this research is gathered from a sample of 680 internet users and with the help of the relevant theory, the factors affecting online shopping intention are analyzed by structural equation modelling. In addition to perceived ease of use, perceived usefulness, perceived enjoyment, attitude and intention, information quality, perceived system quality, perceived service quality, store familiarity, trust and subjective norm variables are also used in the model. The proposed model submitted sufficient goodness of fit values and according to this model, the significant difference between the high experienced internet users and low experienced internet users are examined by structural equation modelling. According to the findings of the research, it can be said that except of subjective norm, all other path coefficients between variables are significant. Subjective norm does not play any role in determining the consumers online shopping intention. On the contrary, it has a negative effect on high experienced online shoppers. While there is no affect of information quality on perceived ease of use in low experienced group, this affect is significant on high experienced group. Moreover, while the trust variable is a factor that effects intention in low experienced group, it is not in high experienced group. In addition, one of the other important finding is, store familiarity is a more important indicator for low experienced group than high experienced group.