Investigating consumer behavior in online shopping among university students in two countries

Purpose - The purpose of this study is to show how different countries, different cultures and technological infrastructures affect the behaviors of people via internet. In this study, the online shopping approach, which is part of e-commerce, has been studied among students from both countries. The technology aacceptance model was used to study the effective factors on student e-shopping behavior and this research is taken from the thesis defended in 2019. Methodology – The data of thesis were collected from students at Ataturk University in Turkey and Tabriz University in Iran. Processing of collected data as well as proof of hypotheses have been made using the technology acceptance model. Findings- Students' intention to accept online shopping technology has a significant impact on their actual behavior, which is 71.7% among students at the University of Ataturk and 67.6% among students of Tabriz University. Conclusion- According to the results, it is seen that there is a significant proportion of both university students' intention and attitude about e-shopping. In addition, it has been observed that the technological infrastructure and usage periods have a positive effect on e-shopping.