Measuring Digital Divide in E-Commerce by Log-Linear Models and Non-Parametric Tests: An Application of Turkey

Abstract

The purpose of the study is to examine the relationships between individuals who engage in e-commerce and their demographic factors and to investigate whether their status of e-commerce engagement differentiates according to demographic factors. In case of differences, demographic factors caused by the Digital Divide were examined. If Digital Division is not detected, the reasons for this are emphasized. For this purpose, the overall profile of the customer group engaged in e-commerce in Turkey was summarized, and the demographic variables that e-commerce is associated with were determined using Non-Parametric techniques. Then, utilizing the Log-Linear Models, one of the methods of the Advanced Contingency Table Analysis, the effects including two-way and three-way interactions were investigated. Consequently, among those who engage in e-commerce in Turkey, it was determined that education caused the digital divide, however, gender remained ineffective.

Keywords

• Digital Divide
• E-Commerce
• Contingency Table
• Non-Parametric Tests
• Log-Linear Models

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