Factors affecting consumers' intention to purchase online

The purpose of this study is to identify the effects of factors affecting consumers' intention to purchase from the Internet by presenting a model proposal on the intention to purchase. As the internet makes life easier in every field, consumers are facing new experiences and ways of buying. It is necessary to investigate the reactions of the consumers and to determine the new patterns among these developments. As a result of empirical research, available data was collected from 419 participants. According to the structural equation model, while product and financial risk have reverse relationship with intention to purchase, other independent variables as convenience and, merchandise variety and price consciousness have positive relationships