AN EMPIRICAL STUDY TO DETERMINE THE E-SHOPPING BEHAVIORS OF CONSUMERS

Abstract

The purpose of this study is to determine the e-shopping behaviour of consumers and in what stage of the buying decision making process the Internet is used more heavily. It is also aimed to compare online shoppers and in-store shoppers in terms of demographics.Data were collected from a convenience sample of 340 consumers living in Ankara via a survey. Obtained data were submitted to descriptive analysis. The results indicate that the vast majority of consumers shop online. It can be stated that main reason of Internet research (browsing) was to obtain the price information and secondly to examine the comments and suggestions of the users of the product. Mostly searched product group on the Internet is electronic products while the most purchased products are clothes and shoes.  It can be said that the characteristics of those who adopt e-shopping are higher income, higher eductaion and being young.The findings show that consumers are actively using the Internet even before the purchasing stage, and Internet research is carried out especially to obtain price information. 

Keywords

• E-shopping,in-store shopping,buying behavior,information searching behavior,internet

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