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

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