The aim of this paper is to study the buying behavior, analyzing the variables that affect the intention to purchase. The studies, conducted in order to explain the propensity to adopt new technologies, have provided, to date, numerous predictors. These have originally been applied in the workplace and in business organization frameworks and more rarely to ecommerce. The aim is to verify the importance of the considered variables in the online buying process. Specifically the research shows that the intention to buy online is mostly influenced by website entertainment potential, followed by e-trust and perceived utility.
Keywords: E-commerce, online purchasing intention, technology acceptance, Classification and regression tree, utility, usability