Abstract:
Increasing competition conditions in the globalized world have improved the way businesses operate in the digital environment. Businesses can set up a virtual store and carry out all their services over the internet. Businesses that want to communicate easily with customers in the digital environment need to learn the needs and desires of consumers who will shop on the internet and investigate how shopping behaviors occur. In this study, shoppers of digital media in Turkey “Utilitarian and experiential Purpose Consumer Attitudes” and revealed that "Innovative Buying Behaviour" was investigated by survey. The survey results were studied analysis by applying various analyzes such as factor analysis and regression analysis. As a result of the analyzes made; "Fun and Enjoyable Time” 0.337 unit increment value allowing Ranked 1, “Requested Products and Services Reaching" 0.265 unit increment value allowing Ranked 2, "Site Design and Content" 0.174 unit increment value allowing Ranked 3, "Site Usability and Communication Power" 0.151 units increment value allowing Ranked 4, were observed stimulates and increases innovative buying behavior.

Keywords: Online Shopping, Digital Environment, Online Customer Behaviour and Attitude, Online Utilitarian Customer Attitude, Experimenting Customer Attitude

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