Yaşlı tüketicilerin alışveriş yönelimleri ve online satın alma niyetinin planlı davranış teorisi kapsamında incelenmesi

Nowadays, world population is aging particularly in developed and developing countries. Although the world population is aging, researches on older consumers are limited. Older consumers were seen as a neglected market segment within the context of online shopping, which has become more and more popular among consumers due to technological developments. Therefore, in this research, older consumers' online shopping intention was examined within the scope of theory of planned behavior firstly. Due to lack of researches on older consumers, older consumers' online shopping orientation was investigated secondly. Subsequently, the influence of older consumers' shopping orientation on online purchase intention was examined. In this research, snowball sampling method, was used. The sample of the research consisted of 209 respondents aged 55 and over. Data was collected both offline and online and analyzed with SPSS version 22. As a result, it was found that there is a significant relationship between the sub-dimensions of the theory of planned behavior and online shopping intention. Additionally, the results indicated that older consumers' shopping orientation changed according to age, but did not change according to educational background and income level. Besides, it was found that older consumers' shopping orientation had an influence on online shopping intention; however, older consumers' shopping orientation has no influence on online shopping intention, when it was tested with the sub-dimensions of theory of planned behavior. Key words: Older consumers, Theory of planned behavior, Shopping orientation, Online shopping, Online purchase intention