Extension of the theory of planned behaviour (TPB) by integrating online search intention and decision making styles: A practice on online purchase intention

The purpose of the study is to measure the effect of Planned Behaviour Theory - which has been constituted also with the addition of the online information search intention of the consumers and shopping orientation- to the online buying intentions of the consumers. In the light of this goal, the question and the hypotheses of the study have been developed, and the suggested model has been developed accordingly. With the purpose of measuring the variables of the model, required data is collected via questionnaire. In accordance with the goals and the hypotheses of the study, causative researching method is adopted, and measuring the relations among variables in the model by using primary data is aimed. To be able to express the power of the data in the questionnaire as regards to measuring variables, Confirmatory Factor Analysis; and to be able to identify the number of factors which buying manners are gathered, Exploratory Factor Analysis has been applied to the data. Path Analysis (Structural Equation Modelling) has been used to check whether the model works generally for the buying intention. In conclusion, online information search intention affects online buying intention positively and meaningfully. In addition to this, it is identified that among shopping orientation, price oriented buying, confusion over choice of brands and entertainment oriented buying orientations affect online information search intention positively and meaningfully. From these variables, it is identified that only price oriented and confusion over choice of brands orientations affect direct online buying intention. It is calculated that price oriented buying orientation has positive effect, and confusion over choice of brands orientation has negative and meaningful effect to online buying intention. Besides, any direct effect of the entertainment shopping orientation manner to the online buying intention has not been identified. Adaptive value of the suggested model, which has been measured by applying path analysis, has been found meaningful generally, but not all the suggested relations turned out to be meaningful. Because of this reason, suggested model may be subject to developing further in the future studies.