FACTORS AFFECTING CUSTOMERS’ PURCHASING BEHAVIOR IN ONLINE

SHOPPING

Sadraddin Azami
Sadraddin.azami@gmail.com
Advisor: Assist. Prof. Dr. Burçin KAPLAN

Istanbul Aydin University

Istanbul – Turkey

ABSTRACT
Online shopping is a relatively new type of retail shopping. It has now been adopted all over
the world including Turkey. Nowadays, online shopping is still not as well known or accepted
as in many other developed countries, and though the knowledge of online shopping in most
of the countries are now beginning to increase rapidly. There are many factors which effect on
the intention of online customers’ behavior while performing online shopping. In this study,
the effect and relationship of five important factors; web environment, product characteristics,
security and confidence to internet, promotion offers and the price of product to customers
purchasing behavior was tested and formed the basis of this research. The study was conducted
from the international students of Istanbul Universities. The data was collected from 215
respondents who provided the data through closed ended questionnaires. The study analysis
was done based on descriptive statistics and SEM analysis intended to determine the
relationship between the factors and online purchasing behaviors. The study findings indicate
that web environment, product characteristics and promotional offers had a significant
relationship with the customers’ purchasing behavior in online shopping. However, security
and confidence to internet and price of product had no significant relationship with customers’
purchasing behaviors in online shopping, though the existing effect between the variables were
positive, but they were not significant. The study recommends for adoption of policy,
managerial and regulative measures especially intended to enhance the management for
supporting online purchasing as means to enhancing the mode of online purchasing for the
growth of online trade.

Keywords: Online Shopping, Confirmatory Factor Analysis, Structural Equation Modeling,

Purchasing Behavior, Turkey

INTRODUCTION
In the past decades; the internet has created a massive volume of excitement in all aspects of
human life such as living style, interaction with others, education, business and etc. There are
many reasons given for the growth of internet usage over recent times, including, using easy
and accessible for the user, its size as the source of information, daily updatable and decreasing
its cost over the passing of time (O’Cass & Fenech, 2003). Interactive features of Web and
Internet give the opportunity for the consumers to purchase the products easily and with better
performance and also save their time and money. Rapidly growth in WWW (world wide web)
and Internet in the 90s created the E-commerce which guaranties the future of many companies
and organization (Huang et al., 2007). Factors affecting customer’s purchasing behavior in
online shopping are several; the focus of the current study is to measure how different factors

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affect the online purchasing behavior in the organization. This study intends to focus on the
web environment, price of the product, security and confidence, promotional offer and product
characteristics, these are deemed fundamental and affect the way people behave while
purchasing online. Haque et al. (2009) contend that the classification of the products which are
used to be marketed through the internet in to two groups. The first product group includes the
items which are not needed to be looked personally by the consumers before buying, such as
computer, CDs, which can be assessed only by using text, picture or any other technological
system. This products group is preferably matched in internet purchasing. The second group of
products includes items that are ‘experience product’ which contain elements that consumers
desire to touch and see before buying, such as shoes, cloths and groceries products. This
products group is not enough appropriate for the internet purchasing.

LITERATURE REVIEW
The internet is developed for the globe systems in order to connected the computer network
that are used in the internet protocols by providing a link to the billions of the devices in the
world form. The issue began in the California for the 1969 and starts the connection of the
network for the rest of continents in 1988. The internet which is containing billions of personnel
sectors, governmental, non-governmental sectors commercial sector, education sectors and all
local and global networks which are linked with each other by the use of technologies such as
optic and wireless and the help of a broad management system. (Manual and Wiley-Blackwell,
2006).
Jarvenpa, Tractinsky and Vitale (2000) argued that the growing of the electronic business
environment has paved the ground for all the human to purchase and sell most of goods in
online way. The provisions that have seen emerging mechanisms that hinder the effect of the
organizations. The companies that have a proper network that sell the consumer goods in the
global scale; which has provided a feat that is virtually possible for them through internet
management whereas they were not able to do so before the existence of internet.
Electronic commerce is thus an activity that for purchasing requirements from internet (Close
& Kukar-Kinney, 2010). The introduction of internet provides a transformation of the business
that is done in the world. E-commerce provides a wide sale for the reach in the increment for
the cash and capital requirements in the businesses. The arrival of the internet has transformed
the way businesses are conducted all over the world.
Internet connectivity through e-commerce is an important management field that emerge from
the internet environment. The past few years have seen the internet develop in the vast market
for the place of goods and services. E-business therefore is an imaginary condition of focus in
the channel of business transactions management. The world business to consumer e-
commerce was the sales are expected to increase by 20.1% in 2014 to the reach of 1,500 trillion
Dollars. Growing the primary focus come from the ever increasing online and mobile use of
the bases in the newly developed markets, increasing trade sales, increasing the shipping and
payment options to the push into international markets (EMarketer, 2013).
Online purchasing also referred to online shopping and internet purchasing behaviors means
the process that the goods and service are being purchases through the internet applications (Li
& Zhang, 2012). The demand and needs of consumers has provided a change of the extent for
online rotation that is becoming the serious issue for the management of the consumers
nowadays.
Factors Affecting on Online Purchase Behavior
Environment of Web
Attracting the current customers in a highly competitive online marketplace and assessing the
size of the intention market is very important for an internet marketer. To meet the expectations

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of the costumers including their needs, demands and preferences, the company should design
their website attractive and provide enough facilities for the users. (Haque et al, 2009: 3453)
Product Characteristics
Product characteristics are an important aspect to comprehend customers’ targets and to
patronize definite market canals. Commonly, consumers are likely to select a storehouse in
order to maximizes their satisfaction through supposed qualities ((S.Vijaylakshmi, 2013).
However, while making a shopping decision on that time the human senses are very important
and plays significant role (Haque et al, 2009)
Security and Confidence to Internet
Security is an important factor to increase costumers’ satisfaction. In situation that any risk is
expected, confidence to the product is considered equally to an important division in the
efficiency of the market. In general, the huger level of security and confidence to a product,
lead to less necessity to physically involved in its purchasing again and lead to easier buying
the product using electronical store. (Haque et al, 2009)
Promotional Offer
As per definition of (Haque et al., 2009), promotion is the process of all efforts and performance
that a marketer practices to take his product from the factory up to hand over the product to the
final customers. This process includes, advertising, sales promotion, personal selling, public
relations, publicity competing with rivals and merchandising.
Price
Price is defined as the sum of money which are given to the dealer in return to receive a
specified thing (good or service). In term of internet marketing, some of literature mentions
that the price is as an input affecting the online consumer’s behavior. As per the declaration of
most online consumers the low price of a product is their major motivation in buying online
products. (Constantinides, 2004)
Background Research
Barnes and Guo (2011) conducted a study on purchase behavior in the virtual world, the
empirical setup was that the second life, they developed and provided a test of the conceptual
model for the purchase of the virtual world in the combination for the new and existence of
constructs. The researchers assessed that the kind of shopping behavior consumers spend on
the amount of money for shopping on internet affect the use. The factors for the model that is
external motivation is value for the motivations like happiness, social factors and consumer
habits. The study indicates that the habits for external show of motivation has an effect on
shaping the online customer behaviors for purchasing

Other researchers in their academic studies such as Chen (2009) in his dissertation entitled
"Online consumer behavior: suggest that the theory of planned behaviors provides an extension
of the planned theory planned behavior (TPB) and includes the 10 important determinants as
the outside beliefs for the online consumers and their behaviors. The results for the assessments
for the results reveal that perceived easiness for the use and trust for the essential determinants
in the detection of the consumer behaviors in the behaviors and attitudes for control. The results
further show that cost reduction aid the consumers in creating the right mind for the buying
behaviors. The results indicate that the influence for the determinants for the flow and
concentrating on the presence of the consumers and their attitudes. Concentrating on positive
related to the issue of the purchase due to the presence of the likely reductions in the consumers
for a possible or Lack of concerns for the uncertain environment online.

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Demangeot and Broderick (2007) conducted a research on conceptualizing of consumer
behaviors through online shopping environments, the study sought to establish a whole
approach considering how consumers view the online purchasing. The conceptual framework
shows that consumers perceptions for the environment in the sense of making and explaining
the considerations that affect the user involvements with the websites through supporting the
shopping for the values and visit the making of sense for online shopping to generate values,
shopping value and intention to revisit intentions. The use and perceptions are therefore
fundamental in facilitating the development of an adequate environment that contribute to
enabling the workforce environment in the managerial schemes for the assessment of the target
environment for goods.

Ying (2006) in the study set to investigate the model for the consumption mechanism on the
consumer behaviors through purchasing online environment, the study set to examine the effect
on online purchasing behaviors in the cross multiple shopping issues, therefore shopping can
have abandonment for the ban on the e-commerce websites. The study investigated the
abandonment for shopping on line in the shops through shopping the settings; the study focus
is developed on the model for the cart order and purchase quantity decisions. The dependence
between the decision making is considered by the correlations between the error terms. The
empirical notes reveal that abandoning the shopping can lead to the loss of sales. Customers
have to have routine picks for thrown carts and finish for the last orders. The factor assessment
for the continuity of the abortion for shopping the time, time elapsed since the last visits. The
research indicates that the offer for the marketing support the managerial stances and implied
form for mitigation of the shopping and abandoning of the troubles.

Khalifa and Limayem (2009) conducted a research on the drivers for internet as established
through behaviors to provide an explanation of internet consumption in the behavior. The
provided issues reveal that the survey study to identify the issues that affect buying through the
websites and examining the value and relevance. The mechanisms imply that intentions for the
internet consumption have a direct significance for the effects for shopping by the consumers
and attitudes for the social effects.

METHODOLOGY
The research employed applied research to solve the practical research phenomenon and
problem. The study methodology can help to handle the research in business and provide
solutions to the existing environment problems. The research focus on solving the issues in the
business. The assessment is based on the set hypothesis that sought to determine the influence
of the factors of online purchasing on purchasing intentions. The analysis of the hypothesis of
the study will be determined based on level of significance at 0.05 significance levels in the
study.
Data Collection Instruments and Method
For obtaining the primary and quantitative data for the research, the researcher used from self-
administered questionnaire. Whereas it has been experiential considering the various research
options in order to gather the information systematically, the questionnaire has received the
accurate to be a perennial favorite, a recurrent select of researchers as of its being versatile,
time efficiency and cost efficacy including the ability to get the job done. Here, self-
administered questionnaires will be employed containing both close-ended questions. Self-
administered questionnaires were used to obtain data for the study since it has been experiential
that in considering the various research choices for gathering information systematically, the
questionnaires gotten reputation through frequent select of researchers because of its time,
efficiency and cost efficiency including the ability to get the job done.

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Validity and Reliability
Writer’s research questions will help to prove the validity of research. Validity is if the
statements that are designed in real terms measure what is meant to measure (Fisher 2007). As
most of the research questions are being extracted from previous literature done in factors
affecting consumer purchasing behavior which proves the validity. The questionnaire is closely
linked with the research questions section two are the questions pertaining to each of the factors
that can influence customers’ purchasing behavior. The questionnaire is constructed in a way
that it does not set away the respondent, as sensitive questions in nature such as marital status
and age are asked at the later part of the questionnaire so to avoid from the risk that respondent
can terminate the survey. The reliability of the questionnaires is improved through pre-testing
of pilot samples. This enabled the amendment of some questions. Furthermore, reliability of
the scales is carried out with the application of the Cronbach coefficient Alpha for the
computations to check for the internal consistency of the scales. Results with the alpha
coefficient from the findings indicate that the instrument has an internal consistency and is
therefore reliable. The constructs were tested separately. Following table summarizes the
reliability analysis result of this study:
Reliability Test

Study variables No Cronbach Alpha

Web environment 6 0.732

Product characteristics 4 0.841
Security and confidence 6 0.780
Promotional offers 4 0.782
Product Price 4 0.721
Customer purchasing behavior 8 0.821
Source: Author’s estimation
From the table presented in the above, the Cronbach’s Alpha values are .721 and above which
imply that internal consistence of variable reliability is good (Sekaran, 2008). The Alpha values
of the study are all above .70 which agrees with Cronbach values. George and Mallery (2003)
also provides the reliability scale and the above results also fulfills the minimum requirement
and depicts the internal consistency. Furthermore, all the questions are adopted from the
previous questionnaire which are already validated thereof endorsing the current study result.

Sampling Methods
Sampling methods are the ways in which observations are selected from a population to form
a sample. The sample is then used to generalize for the target population. A probability
sampling is when each object of the population has an equal chance of being selected and hence
the results are more likely accurate to reflect the entire population. A non-probability sampling
however is not random and samples are selected based on the subjective judgement of the
researcher (Barreiro & Albandoz, 2001).
For the purpose of this research, a type of non-probability sampling, ‘convenience sampling
method’ has been used to target the respondents. A convenience sampling method is a sampling
technique where target population is a convenient and easy to approach sources of data
collection (Abrams, 2010). Using online tool Google forms, the survey questionnaire was sent
to the participants i.e. international students of Istanbul Aydin University.

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Research Hypothesizes
The following are the research hypothesis
• H1: Web environment has significant effect on customers’ purchasing behavior.
• H2: Product characteristics has significant effect customers’ purchasing behavior.
• H3: Security and confidence has significant effect on customers’ purchasing behavior.
• H4: Promotional offer has significant effect on customers’ purchasing behavior.
• H5: Price of the product has significant effect on customers’ purchasing behavior.

Model Specification
𝑃𝐵 = 𝛽0 + 𝛽1 𝑊𝐸 + 𝛽2 𝑃𝐶 + 𝛽3 𝑆𝐶 + 𝛽4 𝑃𝑂 + 𝛽5 𝑃𝑃 + 𝜀 (3.2)
Where ‘ε’ represents the error term and assumed to be independent
PB = Online Purchase Behavior WE = Web Environment
PC = Product Characteristics SC = Security and Confidence
PO = Promotional Offers PP = Product Price

PRESENTATION AND ANALYSIS OF DATA

Response Rate
The study targeted a sample population of 243 respondents who were selected from the
international students in Istanbul City. The research achieved a response rate of 88.4 percent
from 215 respondents out of the 243 questionnaires that were administered and distributed to
the selected respondents of the study as shown in table below. Even though data was collected
from less than the sample size, the information can’t be doubted because it is in line with
Mugenda (1999) argument which provide that even a 50% response rate is adequate when
quantitative data is manually collected.

Respondents Category Sample Size Actual returned Percentage

All respondents 243 215 88.4

Table above presents the response rate of the responses to which the research instruments were
administered. The findings presented reveal that out of 243 respondents who were targeted 215
responded giving a response rate of 88.4%. The response rate was hence quantitatively and
qualitatively viable and provides a representation of the entire sample plus the population.

Descriptive Statistics on Demographic Profile of Respondents

This was based on the demographic of respondents; gender, age, education, marital status and
the experience of online purchasing. This was intended to attain a detailed understanding of
the respondent’s key characteristics influences the result of the study. The general information
has an implication on the study variables. The different demographic characteristics are
analyzed and presented as below:

Variable Answer Frequency Percentage

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 Experienced or not Yes 147 68.4
No 68 31.6
Gender Male 99 67.3
Female 48 32.7
Marital status Single 96 65.3
Married 42 28.6
Prefer not to say 9 6.1
Age (years) 15-20 3 2.04
21-25 16 10.88
26–30 42 28.57
31–35 57 38.78
Above than 36 29 19.73
Academic Qualifications Associate Degree 14 9.52
Bachelor Degree 20 13.61
Master Degree 80 54.42
PhD Degree 33 22.45

Correlation Analysis
It is a bivariate kind of examination that computes the solid connection among two factors. In
insights, the connection coefficient esteem lies among +1 and - 1. On the off chance that the
estimation of the relationship coefficient is +1 or - 1, at that point it is known as an ideal
measure of association among the two factors.

Benchmarks
Size of Correlation Interpretation
.90 to 1.00 (-.90 to –1.00) Very high positive (negative) correlation
.70 to .90 (-.70 to -.90) High positive (negative) correlation
.50 to .70 (-.50 to -.70) Moderate positive (negative) correlation
.30 to .50 (-.30 to -.50) Low positive (negative) correlation
.00 to .30 (.00 to -.30) Little if any correlation
Spearman rank connection test does not take any supposition in with respect to the distribution
of the information isn't taken by the spearman rank relationship and is the reasonable
relationship investigation when the factors are determined on that scale which is less ordinal.

Correlation Among Variables

Particulars WE PC SC PO PR PB
WE 1 - - - -
PC 0.198 1 - - - -

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 p-value 0.016 -
SC 0.001 0.02 1 - - -
p-value 0.989 0.809 -
PO 0.024 -0.148 0.029 1 - -
p-value 0.770 0.073 0.728 -
PR 0.156 0.174 0.063 -0.153 1 -
p-value 0.059 0.035 0.445 0.065 -
PB 0.401 0.393 0.044 -0.105 0.63 1
p-value 0.000 0.000 0.600 0.206 0.00 -
Source: Author’s estimation
The above table indicates that web environment and product characteristics have low positive
relationship with online shopping behavior which is statistically significant. Security and
Confidence has positive and little relationship which is statistically insignificant and
Promotional offer has little negative relationship which is also statistically insignificant. The
perception of financial risk causes a negative relationship between promotional offer and
purchasing behavior. While, Product price has moderate positive correlation with online
shopping behavior which is statistically significant. However, there is very low correlation
among explanatory variables which indicate that there will be no issue of serial correlation.

Multicollinearity
Multicollinearity is an association among the explanatory variables. Pallant (2007) expressed
that there must be probably some connection among explanatory and dependent variables,
ideally more noteworthy than 0.3. Besides, the connection between the explanatory variables
ought not be an excess of high and such factors ought not be incorporated while running the
regression.

Collinearity Statistics of Variables

Model Collinearity Statistics

Tolerance VIF
Web environment 0.940 1.063
Product Characteristics 0.922 1.085
Security and Confidence 0.994 1.006
Promotional Offers 0.955 1.048
Product Price 0.932 1.073
Source: Author’s estimation
Collinearity test is performed to bring up the multicollinearity. There are two scale which help
to identify the multicollinearity, for example, Tolerance and VIF. A tolerance value shows that
there is multicollinearity among the factors, if its value is small such as less than from 0.10.
All the explanatory variables have higher tolerance value as compare to benchmark. Similarly,
VIF below than 10 also indicates that there is no multicollinearity issue (Obrien, 2007). All the
independent variables have low VIF value which support the evidence that there is no issue of
multicollinearity. The tolerance values for the variables of Web environment, Product
Characteristics, Security and Confidence, Promotional Offers and Product Price are 0.94,
0.922, 0.994, 0.955 and 0.932. The tolerance value indicates that there is no issue of
multicollinearity as all the values are higher than 0.20. Thus, any value below than 0.20 point
out the issue of multicollinearity. Similarly, the VIF values for the variables of Web

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environment, Product Characteristics, Security and Confidence, Promotional Offers and
Product Price are 1.063, 1.085, 1.006, 1.048 and 1.073. It also indicates that there is no issue
of multicollinearity in the explanatory variables.

Normal distribution
The values for asymmetry and kurtosis between -2 and +2 are considered acceptable to prove
normal univariate distribution (George & Mallery, 2010). West et al. (1996) stated that if the
value of kurtosis exceeded from 7.1 then the data will be expelled from the normally
distribution. The below table provides the information about the skewness and kurtosis. All the
values fall within the limit thereof supporting the evidence of normally distributed data.

Normally Distribution
Skewness Kurtosis
Particular
Statistic Std. Error Statistic Std. Error
Customer Purchasing Behavior -.406 .200 -.337 .397
Web environment -.544 .200 .416 .397
Product Characteristics -.244 .200 -.695 .397
Security and Confidence -.276 .200 -.266 .397
Promotional Offers .113 .200 -.438 .397
Product Price -.377 .200 -.218 .397
Source: Author’s estimation
The histogram and Normal P-P Plot also indicate that residuals are normally distributed thereof
fulfilling the assumption. All the residuals are close to the straight line from left to top right
which depicts normal distribution.

Figure 0.1: Histogram and Normal P-P Plot

T-Tests
An independent t-test has been conducted to examine whether there is significant difference in
the mean value of selected variables between male and female. The results of independent t-
test are presented below.

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t-test on Gender basis
Gender
Females Males
Variable t-value p-value
(n=48) (n=99)
M 3.559 3.481
Web Environment -0.744 0.458
SD 0.552 0.613
M 3.406 3.116
Product Characteristics -1.962 0.052
SD 0.783 0.867
M 3.475 3.473
Security and Confidence -0.034 0.973
SD 0.371 0.410
M 3.266 3.371
Promotional Offers 1.052 0.295
SD 0.659 0.523
M 3.365 3.187
Product Price -1.683 0.095
SD 0.538 0.628
M 3.364 3.137
Customer Purchasing Behavior -2.525 0.013
SD 0.470 0.529
Source: Author’s estimation
There is no significant difference in the mean value of web environment between male and
female. The p-value of product characteristics shows that there is no significant difference in
the mean value of product characteristics between male and female. Similarly, p-value of
security and confidence is greater than >0.05 which means that there is no significant difference
in the mean value of security and confidence between male and female. A t-test has been
conducted to see the difference in the mean value of promotional offers between male and
female, but it shows insignificant result. Moreover, p-value of product price is also greater than
0.05 which means that there is no significant difference in the mean value of product price
between male and female. However, customer purchasing behavior has a p-value less than 0.05
which means that there is statistically significant difference in the mean value of customer
purchasing behavior between male and female. Thus, it can be concluded that male and female
differ in term of online purchasing behavior. Moreover, t-test on marital status shows that only
security and confidence variable is significant, so there was significant difference in security
and confidence mean value for single (M=3.433, SD=0.404) and married [M=3.586,
SD=0.381; t (136) =-2.080, p=0.039].

One-Way ANOVA
Similarly, one-way ANOVA has been conducted to examine the difference with respect to age
and educational characteristics.

Table 4 23: One-way ANOVA on Age basis

Sum of Mean
Squares df Square F p-value
Web Between Groups 0.493 4 0.123 0.345 0.847
environment Within Groups 50.798 142 0.358
Total 51.291 146
Product Between Groups 4.278 4 1.069 1.505 0.204
Within Groups 100.935 142 0.711
Total 105.213 146
Security and Between Groups 1.856 4 0.464 3.124 0.017
Confidence Within Groups 21.092 142 0.149
Total 22.948 146

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 Promotional Between Groups 1.205 4 0.301 0.923 0.453
Offers Within Groups 46.376 142 0.327
Total 47.582 146
Price Between Groups 0.327 4 0.082 0.219 0.927
Within Groups 52.981 142 0.373
Total 53.309 146
Customer Between Groups 0.922 4 0.231 0.849 0.496
Purchasing Within Groups 38.552 142 0.271
Behavior Total 39.474 146
Source: Author’s estimation
All the variables show insignificant p-values except security and confidence. There is no
significant difference in the mean value of web environment. The p-value of product
characteristics shows that there is no significant difference in the mean value of product
characteristics on the basis of age. However, p-value of security and confidence is less than
<0.05 which means that there is statistically significant difference in the mean value of security
and confidence on the basis of age. An F-test has been conducted to see the difference in the
mean value of promotional offers on age basis, but it shows insignificant result. Moreover, p-
value of product price is also greater than 0.05 which means that there is no significant
difference in the mean value of product price on age basis. Moreover, customer purchasing
behavior has a p-value greater than 0.05 which means that there is statistically insignificant
difference in the mean value of customer purchasing behavior on age basis. However, F-test
on the basis of educational characteristics shows insignificant results thus, there is no
significant difference in the mean value of selected variables on educational basis.

Whereas the Security & Confidence variable was significant as shown in the table above.
Therefore, the Tukey HSD (Honestly significant difference) test is implemented to show in
which group of ages, this significant exists.

Tukey HSD test on Age basis

Mean Difference
Dependent Variable (I-J) Std. Error Sig.
15-20 21-25 -0.26 0.24 0.82
years 26–30 0.05 0.23 1.00
31–35 -0.17 0.23 0.94
>36 -0.03 0.23 1.00
21-25 15-20 0.26 0.24 0.82
years
26–30 .31* 0.11 0.05
31–35 0.09 0.11 0.94
Security and >36 0.23 0.12 0.33
Confidence 26–30 15-20 -0.05 0.23 1.00
years
21-25 -.31* 0.11 0.05
31–35 -.22* 0.08 0.03
>36 -0.09 0.09 0.89
31–35 15-20 0.17 0.23 0.94
years
21-25 -0.09 0.11 0.94
26–30 .22* 0.08 0.03

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 >36 0.14 0.09 0.49
>36 15-20 0.03 0.23 1.00
years
21-25 -0.23 0.12 0.33
26–30 0.09 0.09 0.89
31–35 -0.14 0.09 0.49
*. The mean difference is significant at the 0.05 level.
Source: Author’s estimation

Tukey Post-Hoc test has been conducted to see the significant difference in the mean value of
age in term of security and confidence. The result shows that there is significant difference in
the mean value of security and confidence between 21-25 and 26-30. Similarly, significant
difference has been observed for 26-30 with 21-25 and 31-35. Likewise, 31-35 and 26-30 also
significantly differ.

Exploratory Factor Analysis

Exploratory factor analysis has been used to determine the factors that helps to explain the data
structure. Bartlett's Test of Sphericity was conducted to examine the identity matrix of
correlation matrix. The chi-square value is 133.43 with degree of freedom 15 and p-value 0.00
which is less than 0.05 and indicates that data is suitable for the factor analysis. Kaiser (1974)
recommended the minimum value of KMO is 0.5 for the data adequacy. Similarly, Field (2000)
also stated that KMO value should be greater than 0.5. Similarly, if the value of KMO is less
than 0.50 then factor analysis won’t be helpful. However, in this study, KMO value is 0.558
which is above than the minimum requirement and Bartlett's Test of Sphericity is also
significant (p-value= 0.00 <0.05) thereof indicating the data suitability. There are different
methods for conducting the factor analysis such as principal component, unweighted least
square, generalized least square, maximum likelihood, principal axis factoring, alpha factoring
and image factoring. In current study, principal axis factoring has been followed which is
widely used in exploratory factor analysis with the rotation method of varimax type.

Communalities
Particulars Initial Extraction
Web environment 1.000 0.616
Product Characteristics 1.000 0.372
Security and Confidence 1.000 0.929
Promotional Offers 1.000 0.806
Product Price 1.000 0.595
Customer Purchasing Behavior 1.000 0.802
Extraction Method: Principal Axis Factoring.
All the extraction communalities values based on principal axis factoring are suitable for the
further factor analysis. A very small value doesn’t suitable for the factor analysis and should
be dropped before proceeding. Therefore, it can be seen from the above table that all the values
are suitable for factor analysis and selected variables can be used for further proceeding.

Total Variance Explained

Factor Initial Eigenvalues

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 Total % of Variance Cumulative %
1 2.068 34.463 34.463
2 1.051 17.516 51.979
3 1.002 16.706 68.685
4 0.860 14.332 83.017
5 0.732 12.194 95.212
6 0.287 4.788 100.000
Extraction Method: Principal Axis Factoring.
The initial eigenvalues show that there are three factors with the values greater than 1 and their
cumulative % is 68.68% thereby acceptable for the further analysis.

Factor Matrix
Factor
Variable 1 2 3
Web environment 0.378 0.309 0.060
Product Characteristics 0.411 0.198 -0.288
Security and Confidence 0.052 -0.027 0.065
Promotional Offers -0.171 0.207 0.408
Product Price 0.714 -0.399 0.134
Customer Purchasing Behavior 0.942 0.131 0.070
Extraction Method: Principal Axis Factoring.

The first factor is associated with customer purchasing behavior, product price, product
characteristics and web environment. The second factor is attached with web environment and
product price. Finally, the third factor is attached with promotional offers.

Confirmatory Factor Analysis

Confirmatory factor analysis is a multivariate factual technique that is utilized to test how well
the selected factors represent. Confirmatory factor investigation and exploratory factor analysis
are comparable strategies, however in exploratory factor examination, information is
essentially investigated and gives data about the quantities of components required to represent
to the information. Confirmatory factor analysis is a tool that is utilized to affirm or dismiss
the theory measurement. AMOS application has been used to test the confirmatory factor
analysis, because AMOS is effective for investigating the confirmation of data with model.
After making the necessary adjustment and manipulating the data, whole dataset comprises of
20 observations for the total 6 variables. Web environment has been measured with 4 items,
product characteristics measured with 4 items, security and confidence has been measured with
4 items, promotional offer measured with 2 items, product price has been measured with 2
items and customer purchase behavior measured with 4 items. The below diagram shows the
confirmatory factor analysis which are generated by using AMOS.

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 Confirmatory Factor Analysis

CFA goodness of fit model

AMOS application helps to provide the difference indices to assess the data for conceptual
model. It indicates the degree of connection among variables. The study uses Chi Square
(CMIN/DF), Parsimony Goodness of Fit index (PGFI) Comparative Fit Index (CFI), Route
Mean Square Error of Approximation (RMSEA), Goodness of Fit Index (GFI) and Adjusted
Goodness of Fit Model (AGFI) to evaluate the fitness of the model. The Chi-square = 124.282
and Degrees of freedom = 89 with Probability level = .01 which shows the good fitness of the
model. The CMIN/DF value is 1. 396 which is less than 5 indicates the good to fit. The GFI
value for the model is 0. 907 which also shows that model is good to fit. The results are
summarized in below table. However, its absolute fit indices values are taken from the paper
of Hooper et. al (2008).

Goodness of fit statistic

Measure Benchmark Value Results Decision
CMIN/DF < 5 Good Fit 1.396 Acceptable
PGFI > .50 .594 Acceptable
GFI Near to .90 Good Fit .907 Acceptable
AGFI > .80 Good Fit .858 Acceptable
CFI Near to .80 Permissible .907 Acceptable
RMSEA 0.05 - 0.10 Fair Fit; >.10 Poor Fit .052 Acceptable
Source: Author’s estimation
Therefore, measurements for the model are accepted as supported by Chi square, CMIN/DF,
PGFI, GFI, AGFI, CFI and RMSEA.

CFA reliability and validity

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The model validity and reliability has been measured with the help of composite reliability and
validity has been measured with the help of convergent validity and discriminant validity. The
minimum value for reliability is 0.70, for the convergent, convergent validity can be ensured
when it is greater than 0.50 and for discriminant validity MSV should be less than from AVE.

CFA Reliability and Validity

Particulars CR AVE MSV Max R (H) WE PC SC PO PR CB
WE 0.811 0.553 0.527 0.809 0.778
PC 0.776 0.532 0.515 0.763 0.579 0.731
SC 0.763 0.529 0.522 0.756 0.662 0.603 0.726
PO 0.747 0.517 0.513 0.734 0.571 0.725 0.543 0.718
PR 0.791 0.546 0.427 0.771 0.554 0.586 0.537 0.676 0.763
PB 0.841 0.575 0.573 0.826 0.524 0.532 0.562 0.748 0.567 0.794
Source: Author’s estimation
The reliability of the latent variable can be measured with the help of CR value which should
be greater than 0.70. All the values are greater than 0.07. The convergent validity is tested and
accepted when AVE value is above than 0.50. The AVE values of WE, PC, SC, PO, PR and
PB are 0.553, 0.532, 0.529, 0.513, 0.546, 0.575 which meet the requirements, thereof there is
no issue of convergent validity. Similarly, discriminant validity has been tested under the
condition when MSV value is less than from AVE. It can be seen from the table that MSV
values of WE, PC, SC, PO, PR and PB are 0.527, 0.515, 0.522, 0.513, 0.427 and 0.573
respectively which fulfill the acceptable criteria.

Structural Equation Modeling

Structural Equation Modeling, or SEM, is an analytical tool, which is broadly utilized in the
social sciences. The application contains factor analysis, path analysis and regression analysis.
The enthusiasm for SEM is based on theoretical grounds, which are represented by the latent
variables. The basic condition demonstrates a structure for the covariance between the
observed factors. However, the model can be stretched out to incorporate methods for observed
factors or factors in the model, which makes covariance structure displaying a less precise
name. Therefore, structural equation modeling provides a convenient framework for an
analysis that includes several multivariate procedures.

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 Structural Equation Modeling

SEM goodness of fit model

The study uses Chi Square (CMIN/DF), Parsimony Goodness of Fit index (PGFI),
Comparative Fit Index (CFI), Route Mean Square Error of Approximation (RMSEA),
Goodness of Fit Index (GFI) and Adjusted Goodness of Fit Model (AGFI) to evaluate the
fitness of the model. The CMIN/DF value is 2.401 which is less than 5 indicate the good to fit.
The value of PGFI is 0.513 which is within benchmark. The GFI value for the model is 0. 896
which also shows that model is good to fit. The AGFI value also suggests the goodness of fit
and its value is .862. The CFI value is .846 which indicates the goodness of fit model. The
results are summarized in below table. However, its absolute fit indices values are taken from
the paper of Hooper et. al (2008).

Goodness of fit statistic

Measure Benchmark Value Results Decision
CMIN/DF < 5 Good Fit 2.401 Acceptable
PGFI > .50 .513 Acceptable
GFI Near to .90 Good Fit .896 Acceptable
AGFI > .80 Good Fit .862 Acceptable
CFI Near to .80 Permissible .846 Acceptable
RMSEA 0.05 - 0.10 Fair Fit; >.10 Poor Fit .068 Acceptable
Source: Author’s estimation

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Regression weights
The regression weights indicate that there are three variables which are statistically significant
while other two variables are insignificant. The results are summarized as follow:

Regression Weights
Particulars Estimate S.E. C.R. P
Customer Purchase Behavior <--- Web
0.342 0.091 3.758 0.000
Environment
Customer Purchase Behavior <--- Product
0.104 0.042 2.476 0.013
Characteristics
Customer Purchase Behavior <--- Security
0.302 0.220 1.373 0.179
and Confidence
Customer Purchase Behavior <---
0.209 0.091 2.297 0.027
Promotional Offer
Customer Purchase Behavior <--- Product
-0.589 0.861 0.684 0.392
Price
Source: Author’s estimation

Results Discussion
The results indicate that web environment had a significant relationship with customer
purchasing behavior. The study indicate that web environment has positive and significant
effect on customer purchasing behaviors, the results agree with those of Haque et al. (2009)
argued web environment has a relationship with customer purchasing behavior. It is important
for the Internet marketer to attract the existing consumers in the highly competitive online
marketplace and evaluate the size of the target market. They are also in line with those of Haubl
and Trifts (2000) contend that web environment has a significant relationship with customer
buying behavior. Internet marketing environments allow vendors to create retail interfaces with
highly interactive features. Habul and Trifts (2000) contend that web environment has a
relationship with customer purchasing behavior. Internet marketing environment a distinction
has been made between person interactivity and machine interactivity. Similarly, product
characteristics has a significant influence on customer purchasing behavior. Even Ige (2004)
argued that importance of product in online business comes from the fact that, the image of the
online stores has some fundamental differences from traditional stores. Generally, consumers
like to choose a store that maximizes their satisfaction with these perceived qualities. Even
Moon (2004) argued that product characteristics are an important aspect to understand
consumer’s intentions to patronize specific retail channels. Since, Internet is more suited for
marketing of some products than others. It has shown that security and confidence to internet
had no significant effect on customer purchasing behavior, even though the effect may have
been rather weak, but insignificant. The promotional offers has significant relationship with
customer purchasing behavior the results are in agreement with those of the previous studies.
Finally, product price had no significant influence with customer purchasing behavior. Thus,
there is mix trend about the factors which are affecting on the customer purchasing behavior.
The below table will summarize the overall results.

Hypothesis Decision
Hypothesis Result Decision
H1: Web environment has significant effect on
Positive and Significant Accepted
customers’ purchasing behavior.

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 H2: Product characteristics has significant
Positive and Significant Accepted
effect customers’ purchasing behavior.
H3: Security and confidence has significant Positive and
Rejected
effect on customers’ purchasing behavior. Insignificant
H4: Promotional offer has significant effect on
Positive and Significant Accepted
customers’ purchasing behavior.
H5: Price of the product has significant effect Positive and
Rejected
on customers’ purchasing behavior. Insignificant

Conclusions
The study findings indicate that there are five factors such as web environment, product
characteristics, security and confidence to internet, promotional offers and price of product
who effect on customers’ purchasing behavior has been examined. The study concludes web
environment highly support the customer purchasing behaviors since the relationship was
highly significant in the study, the study concludes that a highly web environment supports the
customer purchasing behavior. The study on the second objective concludes that there is
significant effect of product characteristics on customers’ purchasing behavior. It has been
observed that product characteristics enhancement has a potential of improving the customer
purchasing behavior in online purchasing in Istanbul city. The results on security and
confidence to internet reveal that it had no significant effect on customer purchasing behavior.
These could be that security and confidence is highly available while transacting online. The
results show that promotional offers had significant relationship with customer purchasing
behavior. The study indicate that promotional offers existed in the market, contribute to
customer purchasing behavior. The study concludes that the price for online products don’t
affect the online buying behavior whereas its relationship with customer’s purchasing behavior
was insignificant. The relationship indicate price doesn’t support the purchasing hence
implying that online purchasing behavior can’t be altered by the price of the products online.

Limitations of the Study

Non-response to certain questions and providing of false information is another anticipated
limitation to the study. This is due to the fear by some respondents that the researcher exposed
confidentiality to public. However, the researcher used logical questions so that the respondents
could be able to release such information needed by the researcher. The problem of insufficient
time was solved by making sure that the researcher got enough time and maximum
concentration on the research, drawing of the time table that facilitated ease completion of the
research. Lack of experience: During the time this research is being done, the researcher
experienced a real revelation. As fresh graduate from bachelor`s degree at University without
any past working experience in the field of research, the research sincerely believes that there
are possibilities that there can be some limitation to this work.

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