ANALYSIS OF THE IMPACT OF DEMOGRAPHIC AND BEHAVIORAL VARIABLES ON ONLINE SHOPPING BEHAVIOR: ESTIMATION USING THE MAXIMUM LIKELIHOOD METHOD.

Purpose: The aim of the article is to analyze the impact of demographic and behavioral variables on online purchasing behavior. The study also aims to estimate these impacts using the maximum likelihood method. Design/methodology/approach: To achieve the research objectives and verify the hypotheses, primary research was conducted using a survey method. In June 2021, online questionnaires were distributed. The CAWI (Computer Assisted Web Interviewing) technique standards were applied during the study. Findings: (mandatory) The most important factors influencing online purchasing decisions are price and product quality. Other factors, such as user interface or delivery speed, have a significantly lesser impact. The demographic variable with the greatest impact is gender, while the variable with the least impact is the field of study. Research limitations/implications: One of the limitations of the study is its temporal and geographical scope. Further research in this area is recommended to include various demographic groups and markets. Practical implications: The study has significant implications for marketing practice. Knowledge about the impact of demographic and behavioral factors on purchasing decisions can help companies target appropriate market segments and effectively adjust their sales strategies. Social implications: The study may influence social attitudes by showing that ecological awareness is still not the main motivation for the majority of consumers in the context of online shopping. This could also affect corporate policies in the context of corporate social responsibility. Originality/value: The value of this article lies in filling the existing gap in research on the impact of demographic and behavioral variables on online purchasing behavior. The article is addressed to researchers in the fields of marketing, behavioral economics, and entrepreneurs interested in better understanding their customers. [ABSTRACT FROM AUTHOR]