Factors Affecting Consumers' Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye

Nihad Gurbanli; Ayşegül Karataş

Makale detayları

Factors Affecting Consumers' Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye

Yazarlar:

Nihad Gurbanli | Ayşegül Karataş

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.13 Issue 2, pp.270-290

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001354029

pISSN:

2148-0737

Anahtar kelimeler:

Özet:

 Factors affecting online purchase intention may vary depending on culture and the development level of e-commerce across nations. This research focuses on different levels of e-commerce development and controls the cultural differences using samples from Türkiye and Azerbaijan to find out any differences in antecedents of online buying behavior. The study model is based on the Theory of Planned Behavior Ajzen, 1991, using self-efficacy, subjective norms, and four dimensions of perceived risk as independent variables, while also examining the mediating role of trust in online purchase intention. Data were collected from a total of 406 consumers in Azerbaijan and Türkiye through an online survey using the convenience sampling method. Data was analysed with Structural Equation Modeling SEM. The findings reveal that subjective norms and self-efficacy positively and significantly influence purchase intention in both countries. However, trust served as a partial mediator of online purchase intention in Türkiye, while in Azerbaijan, trust did not mediate the relationship. Additionally, in Azerbaijan, perceived risk influenced trust, whereas in Türkiye, this effect was not observed. The lack of repeated transaction experiences in Azerbaijan appears to be the primary reason for these differences.

 Factors affecting online purchase intention may vary depending on culture and the development level of e-commerce across nations. This research focuses on different levels of e-commerce development and controls the cultural differences using samples from Türkiye and Azerbaijan to find out any differences in antecedents of online buying behavior. The study model is based on the Theory of Planned Behavior Ajzen, 1991, using self-efficacy, subjective norms, and four dimensions of perceived risk as independent variables, while also examining the mediating role of trust in online purchase intention. Data were collected from a total of 406 consumers in Azerbaijan and Türkiye through an online survey using the convenience sampling method. Data was analysed with Structural Equation Modeling SEM. The findings reveal that subjective norms and self-efficacy positively and significantly influence purchase intention in both countries. However, trust served as a partial mediator of online purchase intention in Türkiye, while in Azerbaijan, trust did not mediate the relationship. Additionally, in Azerbaijan, perceived risk influenced trust, whereas in Türkiye, this effect was not observed. The lack of repeated transaction experiences in Azerbaijan appears to be the primary reason for these differences.

 Factors affecting online purchase intention may vary depending on culture and the development level of e-commerce across nations. This research focuses on different levels of e-commerce development and controls the cultural differences using samples from Türkiye and Azerbaijan to find out any differences in antecedents of online buying behavior. The study model is based on the Theory of Planned Behavior Ajzen, 1991, using self-efficacy, subjective norms, and four dimensions of perceived risk as independent variables, while also examining the mediating role of trust in online purchase intention. Data were collected from a total of 406 consumers in Azerbaijan and Türkiye through an online survey using the convenience sampling method. Data was analysed with Structural Equation Modeling SEM. The findings reveal that subjective norms and self-efficacy positively and significantly influence purchase intention in both countries. However, trust served as a partial mediator of online purchase intention in Türkiye, while in Azerbaijan, trust did not mediate the relationship. Additionally, in Azerbaijan, perceived risk influenced trust, whereas in Türkiye, this effect was not observed. The lack of repeated transaction experiences in Azerbaijan appears to be the primary reason for these differences.

 Factors affecting online purchase intention may vary depending on culture and the development level of e-commerce across nations. This research focuses on different levels of e-commerce development and controls the cultural differences using samples from Türkiye and Azerbaijan to find out any differences in antecedents of online buying behavior. The study model is based on the Theory of Planned Behavior Ajzen, 1991, using self-efficacy, subjective norms, and four dimensions of perceived risk as independent variables, while also examining the mediating role of trust in online purchase intention. Data were collected from a total of 406 consumers in Azerbaijan and Türkiye through an online survey using the convenience sampling method. Data was analysed with Structural Equation Modeling SEM. The findings reveal that subjective norms and self-efficacy positively and significantly influence purchase intention in both countries. However, trust served as a partial mediator of online purchase intention in Türkiye, while in Azerbaijan, trust did not mediate the relationship. Additionally, in Azerbaijan, perceived risk influenced trust, whereas in Türkiye, this effect was not observed. The lack of repeated transaction experiences in Azerbaijan appears to be the primary reason for these differences.

Makale detayları

Factors Affecting Consumers' Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye

Yazarlar:

Nihad Gurbanli | Ayşegül Karataş

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.13 Issue 2, pp.270-290

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001354029

pISSN:

2148-0737

E-commerce

Trust

Online Buying Intention

SEM

Perceived Risk

Sayı

Makale detayları

Factors Affecting Consumers' Online Buying Intention: A Comparative Study of Azerbaijan and Türkiye

Yazarlar: Nihad Gurbanli | Ayşegül Karataş

Yayıncı: Sakarya University

Ana Başlıklar: İşletme

Dergi: İşletme Bilimi Dergisi Vol.13 Issue 2, pp.270-290

Belge Tipi: Makale

Yayın Tarihi: 7/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001354029

pISSN: 2148-0737

E-commerce

Trust

Online Buying Intention

SEM

Perceived Risk

Sayı

Yazarlar:

Nihad Gurbanli | Ayşegül Karataş

Yayıncı:

Sakarya University

Ana Başlıklar:

İşletme

Dergi:

İşletme Bilimi Dergisi Vol.13 Issue 2, pp.270-290

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001354029

pISSN:

2148-0737