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

Year 2015, Volume: 15 Issue: 4, 481 - 494, 01.11.2015

Şeniz Özhan Nevin Altuğ

Abstract

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

Keywords

Online Shopping Demographic Characteristics

References

  • Akhter, S. H.(2003). Digital divide and purchase intention: Why demographic psychology matters. Journal of Economic Psychology, 24 (3): 321–327.
  • Akman, I. ve Mishra, A. (2010). Gender, age and income differences in internet usage among employees in organizations. Computers in Human Behavior, 26 (3): 482–490.
  • Algür, S. ve Cengiz, F. (2011). Türk Tüketicilere Göre Online (Çevrimiçi) Alışverişin Riskleri ve Yararları. Journal of Yasar University, 22 (6): 3666-3680.
  • Bagdoniene, L. ve Zemblyte, J. (2009). Online Shopping Motivation Factors and Their Effect on Lithuanian Consumers. Economics & Management, 14: 367-374.
  • Bhatnagar, A. ve Ghose, S. (2004). Segmenting consumers based on the benefits and risks of internet shopping. Journal of Business Research, 57 (12): 1352-1360.
  • Candan, B. ve Kurtuluş, K. (2003). İnternet kullanıcı- larının gıda, temizlik ve kişisel bakım ürünlerinde sanal alış- veriş yapma nedenlerini belirlemeye yönelik pilot bir araş- tırma. İktisadi ve İdari Bilimler Dergisi, 17 (1-2): 307-321.
  • Cyr, D. ve Bonanni, C. (2005). Gender and website design in e-business. Int. J. Electronic Business, 3 (6): 565- 582.
  • Dillon, T. W. ve Harry, L.R. (2004) Factors influencing consumers’ e-commerce commodity purchases, Information Technology, Learning, and Performance Journal, 22 (2): 1-12.
  • Elibol, H. ve Kesici, B. (2004). Çağdaş işletmecilik açısından elektronik ticaret. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (11), 303-329. Makaleye ulaşılabilir adres: (http://www.sosyalbil.selcuk.edu.tr/sos_mak/makaleler/Burcu%20KES%C4%B0C%C4%B0%20 %20Halil%20EL%C4%B0BOL/Elektronik%20Ticaret%20.pdf). [12.11.2010].
  • Forsythe, S. ve Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56 (11): 867–875.
  • Forsythe, S., Liu, C., Shannon, D., Gardner, L.C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20 (2): 55-75.
  • Goldsmith, R.E. ve Flynn, L.R. (2004). Psychological and behavioral drivers of online clothing purchase. Journal of Fashion Marketing and Management, 8 (1): 84-95.
  • Hair, C. F, Anderson, R. E., Tatham, R. L., Black, V. C. (1998). Multivariate Data Analaysis. 5th edition. New Jersey: Printence Hall.
  • Hair, C. F, Anderson, R. E., Tatham, R. L., Black, V. C. (2005). Multivariate Data Analaysis. 6th edition. New Jersey: Printence Hall.
  • Hannah, B. ve Lybecker, K.M. (2010). Determinants of Recent Online Purchasing and the Percentage of Income Spent Online. International Business Research, 3 (4): 60-71.
  • Hasan, B. (2010). Exploring gender differences in online shopping attitude. Computers in Human Behavior, 26 (4): 597–601.
  • Hills, P. ve Argyle, M. (2003). Uses of the Internet and their relationships with individual differences in personality. Computers in Human Behavior, 19 (1): 59–70.
  • Jain, S.K. ve Jain, M. (2011). Exploring impact of consumer and product characteristics on e-commerce adoption: A study of consumers in India. Journal of Technology Management for Growing Economies, 2 (2): 35-64.
  • Kau, A. K., Tang, Y. E., Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20 (2): 139-156.
  • Kayış, A. (2008). Güvenilirlik Analizi. İçinde Şerif Kalaycı (Ed.). Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri: 403-424. Ankara: Asil Yayın Dağıtım.
  • Kurtuldu, H.S., Karataş, M. (2005). İnternet bankacılığında müşteri tercihleri üzerine bir araştırma. I.Ü. Siyasal Bilgiler Fakültesi Dergisi, 33: 29-44.
  • Kurtuluş, K. (2008). Pazarlama araştırmaları. Geniş- letilmiş 9. Basım, İstanbul: Filiz Kitapevi.
  • Liu, C. ve Forsythe, S. (2011). Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping. Journal of Retailing and Consumer Services, 18 (1): 101–109.
  • Liu, C. ve Forsythe, S. (2010). Sustaining Online Shopping: Moderating Role of Online Shopping Motives. Journal of Internet Commerce, 9 (2): 83–103.
  • Özen, H. (2007). İnternetten satın alma davranışı ile risk ve fayda algılamaları arasındaki ilgi. Yayınlanmamış Yüksek Lisans Tezi. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Özgüven, N. (2011). Tüketicilerin online alışverişe karşı tutumları ile demografik özellikleri arasındaki ilişkinin analizi. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 13 (21): 47-54.
  • Porter, C.E. ve Donthu, N. (2006). Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics. Journal of Business Research, 59 (9): 999–1007
  • Potosky, D. (2007). The Internet knowledge (iKnow) measure. Computers in Human Behavior, 23 (6): 2760– 2777.
  • Richards, J. ve Shen, D. (2006). E-commerce adoption among Chinese consumers: An exploratory study. Joumal of Intemational Consumer Marketing, 18 (3): 33-55.
  • Rishi, B.J. (2008). An Empirical Study of Online Shopping Behaviour: A Factor Analysis Approach. Journal of Marketing & Communication, 3 (3): 40-49.
  • Roman, S. (2010). Relational consequences of perceived deception in online shopping: The moderating roles of type of product, consumer’s attitude toward the internet and consumer’s demographics. Journal of Business Ethics, 95 (3): 373–391.
  • Santana, S. ve Loureiro, S. (2010). Assessing benefits and risks of online shopping in Spain and Scotland. Portuguese Journal of Management Studies,15 (2): 161-172.
  • Sebastianelli, R., Tamimi, N., Rajan, M. (2008). Perceived quality of online shopping: Does gender make a difference?. Journal of Internet Commerce, 7 (4): 445-469.
  • Shahrokh, Z.D., Sadaghiani, J.S., Timasi, S.M. (2012). Relation between Iranian students’ Demographic and intention to internet purchase. Interdisciplinary Journal of Contemporary Research In Business, 3 (10): 433-441.
  • Slyke, C.V., Comunale, C.L., Belanger, F. (2002). Gender differences in perceptions of web-based shopping. Communications of The Acm, 45 (7): 82-86.
  • Sorce, P., Perotti, V., Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33 (2): 122-132.
  • Su, D. ve Huang, X. (2011). Research on online shopping intention of undergraduate consumer in China-- based on the theory of planned behavior. International Business Research, 4 (1): 86-92.
  • Tariq, A.N. ve Eddaoudi, B. (2009). Assessing the effect of trust and security factors on consumers’ willingness for online shopping among the urban Moroccans. International Journal of Business and Management Science, 2(1): 17-32.
  • Teo, T.S.H. ve Tan, J.S. (2002). Senior executives perceptions of business-to-consumer (B2C) online marketing strategies: the case of Singapore. Internet Research: Electronic Networking Applications and Policy, 12 (3): 258- 275.
  • Turan, A.H. (2008). “İnternet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Geliştirilmiş Teknoloji Kabul Modeli (E-TAM) ile Bir Model Önerisi”, Çanakkale Onsekiz Mart Üniversitesi Akademik Bilişim 2008
  • Konferansı, 30 Ocak-1 Şubat, Çanakkale. Ugrin, J.M., Pearson, J.M., Odom, M.D. (2007). Profiling cyber-slackers in the workplace: Demographic, cultural, and workplace factors. Journal of Internet Commerce, 6(3): 75-89.
  • Wang, M.S., Chen, C.C., Chang, S.C., Yang, Y.H. (2007). Effects of online shopping attitudes, subjective norms and control beliefs on online shopping intentions: A test of the theory of planned behaviour. International Journal of Management, 24 (2): 296-302.
  • Yang, K.C.C. (2005). Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, 22 (3): 257-277.
  • Yu, J. (2006). Marketing to Chinese consumers on the internet. Marketing Intelligence & Planning, 24 (4): 380-392.
  • Zhang, Y. (2005). Age, gender, and Internet attitudes among employees in the business world. Computers in Human Behavior, 21 (1): 1–10.

Tüketicilerin Demografik Özelliklerinin Online Alışveriş Davranışları Üzerine Etkileri

Year 2015, Volume: 15 Issue: 4, 481 - 494, 01.11.2015

Şeniz Özhan Nevin Altuğ

Abstract

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

Keywords

Online alışveriş demografik özellikler online alışveriş davranışı öğretim elemanları

References

  • Akhter, S. H.(2003). Digital divide and purchase intention: Why demographic psychology matters. Journal of Economic Psychology, 24 (3): 321–327.
  • Akman, I. ve Mishra, A. (2010). Gender, age and income differences in internet usage among employees in organizations. Computers in Human Behavior, 26 (3): 482–490.
  • Algür, S. ve Cengiz, F. (2011). Türk Tüketicilere Göre Online (Çevrimiçi) Alışverişin Riskleri ve Yararları. Journal of Yasar University, 22 (6): 3666-3680.
  • Bagdoniene, L. ve Zemblyte, J. (2009). Online Shopping Motivation Factors and Their Effect on Lithuanian Consumers. Economics & Management, 14: 367-374.
  • Bhatnagar, A. ve Ghose, S. (2004). Segmenting consumers based on the benefits and risks of internet shopping. Journal of Business Research, 57 (12): 1352-1360.
  • Candan, B. ve Kurtuluş, K. (2003). İnternet kullanıcı- larının gıda, temizlik ve kişisel bakım ürünlerinde sanal alış- veriş yapma nedenlerini belirlemeye yönelik pilot bir araş- tırma. İktisadi ve İdari Bilimler Dergisi, 17 (1-2): 307-321.
  • Cyr, D. ve Bonanni, C. (2005). Gender and website design in e-business. Int. J. Electronic Business, 3 (6): 565- 582.
  • Dillon, T. W. ve Harry, L.R. (2004) Factors influencing consumers’ e-commerce commodity purchases, Information Technology, Learning, and Performance Journal, 22 (2): 1-12.
  • Elibol, H. ve Kesici, B. (2004). Çağdaş işletmecilik açısından elektronik ticaret. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (11), 303-329. Makaleye ulaşılabilir adres: (http://www.sosyalbil.selcuk.edu.tr/sos_mak/makaleler/Burcu%20KES%C4%B0C%C4%B0%20 %20Halil%20EL%C4%B0BOL/Elektronik%20Ticaret%20.pdf). [12.11.2010].
  • Forsythe, S. ve Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56 (11): 867–875.
  • Forsythe, S., Liu, C., Shannon, D., Gardner, L.C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20 (2): 55-75.
  • Goldsmith, R.E. ve Flynn, L.R. (2004). Psychological and behavioral drivers of online clothing purchase. Journal of Fashion Marketing and Management, 8 (1): 84-95.
  • Hair, C. F, Anderson, R. E., Tatham, R. L., Black, V. C. (1998). Multivariate Data Analaysis. 5th edition. New Jersey: Printence Hall.
  • Hair, C. F, Anderson, R. E., Tatham, R. L., Black, V. C. (2005). Multivariate Data Analaysis. 6th edition. New Jersey: Printence Hall.
  • Hannah, B. ve Lybecker, K.M. (2010). Determinants of Recent Online Purchasing and the Percentage of Income Spent Online. International Business Research, 3 (4): 60-71.
  • Hasan, B. (2010). Exploring gender differences in online shopping attitude. Computers in Human Behavior, 26 (4): 597–601.
  • Hills, P. ve Argyle, M. (2003). Uses of the Internet and their relationships with individual differences in personality. Computers in Human Behavior, 19 (1): 59–70.
  • Jain, S.K. ve Jain, M. (2011). Exploring impact of consumer and product characteristics on e-commerce adoption: A study of consumers in India. Journal of Technology Management for Growing Economies, 2 (2): 35-64.
  • Kau, A. K., Tang, Y. E., Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20 (2): 139-156.
  • Kayış, A. (2008). Güvenilirlik Analizi. İçinde Şerif Kalaycı (Ed.). Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri: 403-424. Ankara: Asil Yayın Dağıtım.
  • Kurtuldu, H.S., Karataş, M. (2005). İnternet bankacılığında müşteri tercihleri üzerine bir araştırma. I.Ü. Siyasal Bilgiler Fakültesi Dergisi, 33: 29-44.
  • Kurtuluş, K. (2008). Pazarlama araştırmaları. Geniş- letilmiş 9. Basım, İstanbul: Filiz Kitapevi.
  • Liu, C. ve Forsythe, S. (2011). Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping. Journal of Retailing and Consumer Services, 18 (1): 101–109.
  • Liu, C. ve Forsythe, S. (2010). Sustaining Online Shopping: Moderating Role of Online Shopping Motives. Journal of Internet Commerce, 9 (2): 83–103.
  • Özen, H. (2007). İnternetten satın alma davranışı ile risk ve fayda algılamaları arasındaki ilgi. Yayınlanmamış Yüksek Lisans Tezi. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Özgüven, N. (2011). Tüketicilerin online alışverişe karşı tutumları ile demografik özellikleri arasındaki ilişkinin analizi. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 13 (21): 47-54.
  • Porter, C.E. ve Donthu, N. (2006). Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics. Journal of Business Research, 59 (9): 999–1007
  • Potosky, D. (2007). The Internet knowledge (iKnow) measure. Computers in Human Behavior, 23 (6): 2760– 2777.
  • Richards, J. ve Shen, D. (2006). E-commerce adoption among Chinese consumers: An exploratory study. Joumal of Intemational Consumer Marketing, 18 (3): 33-55.
  • Rishi, B.J. (2008). An Empirical Study of Online Shopping Behaviour: A Factor Analysis Approach. Journal of Marketing & Communication, 3 (3): 40-49.
  • Roman, S. (2010). Relational consequences of perceived deception in online shopping: The moderating roles of type of product, consumer’s attitude toward the internet and consumer’s demographics. Journal of Business Ethics, 95 (3): 373–391.
  • Santana, S. ve Loureiro, S. (2010). Assessing benefits and risks of online shopping in Spain and Scotland. Portuguese Journal of Management Studies,15 (2): 161-172.
  • Sebastianelli, R., Tamimi, N., Rajan, M. (2008). Perceived quality of online shopping: Does gender make a difference?. Journal of Internet Commerce, 7 (4): 445-469.
  • Shahrokh, Z.D., Sadaghiani, J.S., Timasi, S.M. (2012). Relation between Iranian students’ Demographic and intention to internet purchase. Interdisciplinary Journal of Contemporary Research In Business, 3 (10): 433-441.
  • Slyke, C.V., Comunale, C.L., Belanger, F. (2002). Gender differences in perceptions of web-based shopping. Communications of The Acm, 45 (7): 82-86.
  • Sorce, P., Perotti, V., Widrick, S. (2005). Attitude and age differences in online buying. International Journal of Retail & Distribution Management, 33 (2): 122-132.
  • Su, D. ve Huang, X. (2011). Research on online shopping intention of undergraduate consumer in China-- based on the theory of planned behavior. International Business Research, 4 (1): 86-92.
  • Tariq, A.N. ve Eddaoudi, B. (2009). Assessing the effect of trust and security factors on consumers’ willingness for online shopping among the urban Moroccans. International Journal of Business and Management Science, 2(1): 17-32.
  • Teo, T.S.H. ve Tan, J.S. (2002). Senior executives perceptions of business-to-consumer (B2C) online marketing strategies: the case of Singapore. Internet Research: Electronic Networking Applications and Policy, 12 (3): 258- 275.
  • Turan, A.H. (2008). “İnternet Alışverişi Tüketici Davranışını Belirleyen Etmenler: Geliştirilmiş Teknoloji Kabul Modeli (E-TAM) ile Bir Model Önerisi”, Çanakkale Onsekiz Mart Üniversitesi Akademik Bilişim 2008
  • Konferansı, 30 Ocak-1 Şubat, Çanakkale. Ugrin, J.M., Pearson, J.M., Odom, M.D. (2007). Profiling cyber-slackers in the workplace: Demographic, cultural, and workplace factors. Journal of Internet Commerce, 6(3): 75-89.
  • Wang, M.S., Chen, C.C., Chang, S.C., Yang, Y.H. (2007). Effects of online shopping attitudes, subjective norms and control beliefs on online shopping intentions: A test of the theory of planned behaviour. International Journal of Management, 24 (2): 296-302.
  • Yang, K.C.C. (2005). Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, 22 (3): 257-277.
  • Yu, J. (2006). Marketing to Chinese consumers on the internet. Marketing Intelligence & Planning, 24 (4): 380-392.
  • Zhang, Y. (2005). Age, gender, and Internet attitudes among employees in the business world. Computers in Human Behavior, 21 (1): 1–10.
There are 45 citations in total.

Details

Other ID JA74NM64DV
Journal Section Research Article
Authors

Şeniz Özhan This is me

Nevin Altuğ This is me

Publication Date November 1, 2015
Published in Issue Year 2015 Volume: 15 Issue: 4

Cite

APA Özhan, Ş., & Altuğ, N. (2015). The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior. Ege Academic Review, 15(4), 481-494.
AMA Özhan Ş, Altuğ N. The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior. ear. November 2015;15(4):481-494.
Chicago Özhan, Şeniz, and Nevin Altuğ. “The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior”. Ege Academic Review 15, no. 4 (November 2015): 481-94.
EndNote Özhan Ş, Altuğ N (November 1, 2015) The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior. Ege Academic Review 15 4 481–494.
IEEE Ş. Özhan and N. Altuğ, “The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior”, ear, vol. 15, no. 4, pp. 481–494, 2015.
ISNAD Özhan, Şeniz - Altuğ, Nevin. “The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior”. Ege Academic Review 15/4 (November 2015), 481-494.
JAMA Özhan Ş, Altuğ N. The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior. ear. 2015;15:481–494.
MLA Özhan, Şeniz and Nevin Altuğ. “The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior”. Ege Academic Review, vol. 15, no. 4, 2015, pp. 481-94.
Vancouver Özhan Ş, Altuğ N. The Effects of the Consumers’ Demographic Characteristics on Online Shopping Behavior. ear. 2015;15(4):481-94.
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