The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior

Yıl 2015, Cilt: 15 Sayı: 4, 481 - 494, 01.11.2015

Şeniz Özhan Nevin Altuğ

Öz

The aim of this study is to determine if there is a relationship between the demographic characteristics of the academic staff and their frequency of online shopping and spending amounts and in order to examine whether there are differences or not in terms of the perceived risks and benefits for online shopping according to their demographical characteristics. In the study, the data were obtained from the academic staff working at the universities located in Thrace Region through the method of questionnaire. As a result of the data analysis, it is seen that there is a significant relationship between the online shopping behavior and the income levels of the participants and the perceived benefits of online shopping process against itself vary according to different age groups

Anahtar Kelimeler

Online Shopping, Demographic Characteristics

Tüketicilerin Demografik Özelliklerinin Online Alışveriş Davranışları Üzerine Etkileri

Öz

Bu çalışmanın amacı, öğretim elemanlarının demografik özellikleri ile online alışveriş yapma sıklıkları ve harcama tutarları arasında bir ilişkinin olup olmadığının belirlenmesi ve öğretim elemanlarının demografik özelliklerine göre, online alışverişe yönelik algıladıkları risk ve faydalar arasında farklılık olup olmadığının incelenmesidir. Araştırmada, Trakya Bölgesi’ndeki üniversitelerde görev yapan öğretim elemanlarından anket yöntemiyle veri toplanmıştır. Verilerin analizi sonucunda, online satın alma davranışı ile katılımcıların gelir düzeyleri arasında anlamlı bir ilişki olduğu ve online alışveriş sürecinin kendisine yönelik algıladıkları faydanın, yaş grupları itibari ile farklı olduğu görülmektedir

Anahtar Kelimeler

Online alışveriş, demografik özellikler, online alışveriş davranışı, öğretim elemanları

Kaynakça

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