TÜRKİYE'NİN DOĞU BÖLGESİNDE E-TİCARET KULLANIMINI ETKİLEYEN FAKTÖRLERİN KATEGORİK VERİ ANALİZİ İLE BELİRLENMESİ

Yıl 2021, Cilt: 8 Sayı: Special Issue on International Symposium of Sustainable Logistics, 22 - 36, 23.09.2021

Ömer Alkan , Şeyda Ünver

Öz

E-ticaret, bilgisayar ağları üzerinden ticari faaliyetlerin yürütülmesi, işlem görmesi ve olanak tanınması olarak tanımlanabilir. E-ticaret, küresel ölçekte ticaretin serbestleştirilmesinin yanı sıra, bilgi iletişimini daha da kolaylaştıran son yıllarda tanık olunan en son teknolojik gelişmelerin bir ürünüdür. Bu çalışmanın amacı, Türkiye’de doğu bölgesinde yaşayan bireylerin e-ticaret kullanım farklılıklarını araştırmak ve bireylerin demografik, ekonomik ve kişisel özellikleri ile e-ticaret kullanımı arasındaki ilişkiyi belirlemektir.
Çalışmada, Hanehalkı Bilişim Teknolojileri Kullanım Araştırmasından elde edilen mikro veri seti kullanılmıştır. Araştırmanın örnekleme yöntemi 2 aşamalı tabakalı küme örneklemesidir. Bireylerin e-ticaret kullanımı ile ilişkili faktörlerin belirlenmesi için binary logistic regresyon analizi kullanılmıştır. Çalışmaya göre doğu bölgesinde geliri ₺6001 ve üstünde olan bir bireyin referans gruba (₺2000 ve altı) göre e-ticaret kullanma olasılığı 54.5% daha fazladır.
Çalışmanın sonucunda eğitim durumu, gelir düzeyi, yaş, cinsiyet, meslek, sosyal medya kullanımı, internette mal ve hizmetler hakkında bilgi arama faaliyetinde bulunma, internette mal veya hizmet satışı faaliyetinde bulunma, internet bankacılığı kullanımı, e- devlet kullanımı, hanedeki bilişim ekipmanı sayısı ve hanehalkı büyüklüğü değişkenlerinin e-ticaret kullanımıyla ilişkili olduğu tespit edilmiştir.
Çalışmanın sonucuna göre gelişmişlik düzeyi düşük olan bölgelerde e-ticaretin geliştirilmesi kolaylaştırılarak ve bu bölgelerde bilgi ve iletişim teknolojisi altyapısı iyileştirilerek internet kullanımının yaygınlaştırılması gerekmektedir. Dolayısıyla e-ticaret ile ilgili bilgilere ulaşmada bölgeye özgü müdahalelerin hesaba katılması gerekmektedir.

Anahtar Kelimeler

elektronik ticaret, online alış veriş, online satın alma, e-ticaret, Türkiye, binary lojistik regresyon

DETERMINATION OF FACTORS THAT AFFECT USE OF E-COMMERCE IN EASTERN TURKEY THROUGH CATEGORICAL DATA ANALYSIS

Öz

E-commerce can be defined as carrying out, handling and facilitating commercial activities over computer networks. E-commerce is an output of the latest technological developments witnessed in recent years that further facilitate free trade on a global scale as well as communication of information. This study aimed to investigate the differences in the use of e-commerce by individuals living in eastern part of Turkey and determine the relationship between demographic, economic and personal characteristics of individuals and use of e-commerce.
Microdata set obtained from Household Information Technologies Use Survey was used in the study. Sampling method employed in the study was stratified 2-stage cluster sampling. Binary logistic regression analysis was used to determine factors associated with the individuals’ use of e-commerce. According to the study, the likelihood of an individual with an income level of ₺6001 and above in the eastern region to use e-commerce was found to be 54.5% higher compared to the reference group (₺2000 and below).
As a result of the study, variables such as income level, age, gender, occupation, use of social media, searching for information on goods and services on the internet, selling goods or services on the internet, use of internet banking, use of e-government, number of information equipment available in the household and household size were found to be associated with the use-of e-commerce.
Considering the findings of the study, it is necessary to make internet use widespread by facilitating development of e-commerce in less developed regions and improving infrastructure for information and communication technology in these regions. Therefore, interventions specific to region need to be taken into consideration for access to information on e-commerce.

Anahtar Kelimeler

electronic commerce, online shopping, online purchase, e-commerce, Turkey, binary logistic regression

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