Accepting the Internet by consumers as a distribution channel (In terms of online channel usage)

Parilti N., Yasrebdoost H.

JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION, vol.3, no.1, pp.51-62, 2016 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 3 Issue: 1
  • Publication Date: 2016
  • Journal Indexes: Emerging Sources Citation Index (ESCI)
  • Page Numbers: pp.51-62
  • Gazi University Affiliated: Yes


Internet as a distribution channel is charged with the channel functions like supplying the information, paying and doing the orders online. The aim of this study is assessing the acceptance the internet by the consumer as a distribution channel in terms of online channel usage. The technology acceptance model is used as a base theory which helps to improve the research. The hypotheses were studied in relation to the different online channel functions like; gathering information, financial paying and product varieties. The designed model has paid to recognize the use and determine the use effective variables, and then their effects have been studied. The results of Gazi university's students, professors and staff analyses by using the structural model and AMOS software version 21 indicates that the online channel has the meaningful and significant effect on use and determining to the use viewpoint, and also the perceived online channel's easy using and the perceived online channel's pleasure on the perceived online channel's usefulness and use viewpoint, and finally it has determined the aimed usage.