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

Year 2017, Volume: 3 Issue: 1, 281 - 289, 30.06.2017

Husniye Ors , Ozlem Catli

https://doi.org/10.17261/Pressacademia.2017.413

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

References

• Aksoy, R. (2006). İnternet ortamında pazarlama, Seçkin Yayıncılık, Ankara.
• Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, Vol. 61 No. 3, pp. 38-53.
• Armağan, E. A., Turan, A. H. (2014). Internet üzerinden alişveriş: demografik faktörlerin, bireysel ihtiyaçlarin etkisi üzerine ampirik bir değerlendirme. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(3), pp.1-22
• Barışık, S., Yirmibeşçik, O. (2006). Türkiye’de yeni ekonominin oluşum sürecini hızlandırmaya yönelik uyum çabaları. ZKÜ Sosyal Bilimler Dergisi, Cilt 2, Sayı 4, 2006, pp. 39-62
• Burke, R.R., 2002. Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science 30 (4), pp.411–432.
• Chiang, K.P., Dholakia, R.R., 2003. Factors driving consumer intention to shop online. Journal of Consumer Psychology 13 (1), pp. 177–183.
• Curtis, J. (2000). Cars set for online sales boom. Marketing, 10 Feb, pp. 22 – 23
• Dündar, S., Yörük, D. (2009). Tüketicilerin Internetten alışverişe karşı tutumlarında etkili faktörler. İktisat İşletme ve Finans, 24 (278), pp. 92109.
• Emmanouilides, C., Hammond, K. (2000). Internet usage: Predictors of active users and frequency of use’’, Journal of Interactive Marketing, Vol. 14 No. 2, pp. 17-32.
• Enginkaya, E. (2006). Elektronik perakendecilik ve elektronik alişveriş. Ege Akademik Bakış Dergisi, 6 (1), pp.10-16.
• Forsythe, S.M., Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research 56, pp. 867– 875.
• İşler, D.B., Yarangümelioğlu, D., Gümülü, E. (2014). Online tüketici satin alma davranişlarini etkileyen faktörlere yönelik bir durum değerlendirmesi: Isparta ilinde bir uygulama. Uluslararası Alanya İşletme Fakültesi Dergisi, 6(3), pp.77-94
• ITC(Internatıonal Trade Centre) (2009). Secrets of electronic commerce: A guide for small and medium-sized exporters. 2nd ed. Geneva
• İzgi, B. B., Şahin, İ. (2013). Elektronik perakende sektörü ve internet alişverişi tüketici davranişi: Türkiye örneği. Muğla Sitki Koçman Üniversitesi Iktisadi Ve Idari Bilimler Fakültesi Ekonomi Ve Yönetim Araştirmalari Dergisi, 2(1), pp. 9-27
• Kaufman-Scarborough, C., Lindquist, J.D. (2002). E-shopping in a multiple channel environment. Journal of Consumer Marketing, Vol. 19, No. 4, pp. 333-350
• Korgaonkar, P.K., Wolin, L.D. (1999). A multivariate analysis of web page usage. Journal of Advertising Research, Vol. 39 No. 2, pp. 53-68.
• Moe, W., Fader, P.S. (2004). Dynamic conversion behaviour at e-commerce sites. Management Science 50 (3), pp. 326–335
• Mürütsoy, M. (2013). Internet tüketicisinin satın alma davranişlarinin incelenmesi üzerine bir araştirma. Yayınlanmamış Yüksek Lisans Tezi, Niğde Üniversitesi Sosyal Bilimler Enstitüsü, Niğde
• Özgüven, N. (2011). Tüketicilerin online alışverişe karşı tutumları ile demografik özellikleri arasındaki ilişkinin analizi. KMÜ Sosyal ve Ekonomık̇ Araştırmalar Dergıṡ i 13 (21), pp. 47-54
• Rimmel, G., Diedrich, A. (2000). E-business and the new economy-A critical perspective, Proceedings of IRIS 23
• Schneider, G.P. (2014). Electronic commerce. 11th Edition, Cengage Learning, USA
• Soopramanien, D.G.R., Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of ‘‘buyers’’ ‘‘browsers’’ and ‘‘non-internet shoppers. Journal of Retailing and Consumer Services, 14, pp. 73–82
• Teo, T.S.H. (2002). Attitudes toward online shopping and the Internet. Behaviour and Information Technology, 21, pp. 259 – 271.
• TUIK (2015)- http://www.tuik.gov.tr/PreHaberBultenleri.do?id=18660/erişim tarihi 24.03.2017
• Usta, R. (2006). Tüketicilerin demografik özellikleri ve internetten satın alma davranışı üzerine bir araştırma. Kooperatifçilik, 41 (3), pp. 113.
• http://blog.fieldagent.net/omnichannel-special-the-webrooming-phenomenon-beyond-survey
• http://webrazzi.com/2016/01/11/iste-webrazzi-odulleri-2015-kazananlari/
• https://www.statista.com/statistics/589700/share-consumers-showroom-canada-category/