AN EMPIRICAL STUDY TO DETERMINE THE E-SHOPPING ATTITUDES AND BEHAVIORS OF VARIOUS CONSUMERS GROUPS

Abstract

Purpose -  The purpose of this study is to classify the consumers according to their attitudes towards e-shopping and their differences in eshopping adoption levels, to determine the characteristics of the acquired consumer groups, and make suggestions to businesses for encouraging these consumers to do online shopping. 

Methodology - Data were collected through a questionnaire from a convenience sample of 340 consumers living in Ankara. Descriptive analysis and Kruskal Wallis and Mann-Whitney U tests were done. 

Findings- Participants were classified into 4 groups considering whether and how often they do online research and shopping, and consumer profiles are defined in terms of how those people evaluate Internet shopping specific factors and their perspectives of Internet shopping. Generally, it can be said that those who adopt e-shopping are mostly 18-29 years old, high-income and well-educated consumers.

Conclusion- The findings show that consumers are actively using the Internet even before the purchasing stage, and that different strategies should be developed to encourage consumers to do e-shopping since they have different behaviors and attitudes towards eshopping.  

Keywords

• E-shopping,in-store shopping,buying behavior,information searching behavior,consumer classification

References

1. Aksoy, R. 2006, Internet Ortamında Pazarlama, Seçkin Yayıncılık, Ankara.
2. 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”, Journal of Marketing, Vol. 61 No. 3, pp. 38-53.
3. Allred, C.R., Scott M. S. & Swinyard, W.R. 2006, “E-shopping lovers and fearful conservatives: A market segmentation analysis”, International Journal of Retail & Distribution Management, 34 (4–5), pp. 308–333.
4. 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
5. 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
6. Bellinger, D.N. & Korgaonkar, P.K. 1980, “Profiling the recreational shopper”, Journal of Retailing, Vol. 56, Fall, pp.77-92
7. Brashear, T. G., Kashyap, V., Musante, M. D., & Donthu, N. 2009, “ A profile of the Internet shopper: Evidence from six countries”, Journal of Marketing Theory and Practice, 17(3), 267-282.
8. Brown, M., Pope, N., & Voges, K. 2003, “Buying or browsing? An exploration of shopping orientations and online purchase intention”, European Journal of Marketing, 37(11/12), pp. 1666-1684.

9. 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.
10. Chiang, W. Y. K., Chhajed, D., & Hess, J. D. 2003, “Direct marketing, indirect profits: A strategic analysis of dual-channel supply-chain design”, Management Science, 49(1), 1-20.
11. Curtis, J. 2000, “Cars set for online sales boom”, Marketing, 10 Feb, pp. 22 – 23
12. Donthu, N., & Garcia, A. 1999, “The internet shopper”, Journal of Advertising Research, 39(3), pp. 52-52. Dündar, S. &Yörük, D. 2009, “Tüketicilerin Internetten alışverişe karşı tutumlarında etkili faktörler”, İktisat İşletme ve Finans, 24 (278), pp. 92-109.
13. 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.
14. Enginkaya, E. 2006, “Elektronik perakendecilik ve elektronik alişveriş”, Ege Akademik Bakış Dergisi, 6 (1), pp.10-16.
15. Forsythe, S.M.& Shi, B. 2003, “Consumer patronage and risk perceptions in Internet shopping”, Journal of Business Research, 56, pp. 867– 875.
16. Ha, S. & Stoel, L. 2009, “Consumer e-shopping acceptance: Antecedents in a technology acceptance model”, Journal of Business Research, 62, pp. 565-571
17. Hausman, A. V., & Siekpe, J. S. 2009, “The effect of web interface features on consumer online purchase intentions”, Journal of Business Research, 62(1), pp. 5-13.
18. ITC (Internatıonal Trade Centre) 2009, Secrets of Electronic Commerce: A Guide for Small and Medium-Sized Exporters, 2nd ed. Geneva
19. 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
20. 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
21. Kacen, J. J., Hess, J. D., & Chiang, W. Y. K. 2013, “Bricks or clicks? Consumer attitudes toward traditional stores and online stores”, Global Economics and Management Review, 18(1), pp. 12-21.
22. 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
23. Koprowski, G. 2000, “Computer-telephone integration aids customer srvice: Upgraded infrastructure helps companies improve response times”, Informationseek, 792(26), June, pp. 190-195
24. 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.
25. Levy, R. & Nilson, S. 1999, ``Who’s minding the online shop?’’, Target Marketing, Vol. 22 No. 10, pp. 192-4.
26. Lindquist, J.D. & Kaufman-Scarborough, C. 2000, ``Browsing and purchasing in selected nonstore settings: a contrast of female and male shoppers’’, in Evans, J.R. and Berman, B. (Eds), Proceedings of the AMS/ACRA Retailing Conference, Vol. IX, Retailing 2000:Launching the New Millennium, pp. 139-43.
27. Mardesich, J. 1999, “The web is no shopper’s paradise”, Fortune, 140(9), pp.188-198
28. McCarthy, S. 2000, “Your web site is calling, please hold for your customer”, Call Center Solutions, 18(8), pp.70-73
29. Moe, W.& Fader, P.S. 2004, “Dynamic conversion behaviour at e-commerce sites”, Management Science, 50 (3), pp. 326–335
30. Mürütsoy, M. 2013, “Internet tüketicisinin satın alma davranişlarinin incelenmesi üzerine bir araştirma”. Yayınlanmamış Yüksek Lisans Tezi, Niğde Üniversitesi Sosyal Bilimler Enstitüsü, Niğde
31. Nesar, S., & Sabir, L. B. 2016, “Evaluation of customer preferences on showrooming and webrooming: An empirical study”, Al-Barkaat Journal of Finance & Management, 8(1), pp.50-67.
32. Ohanian, R. & Tashchian, A. 1992, “Consumers’ shopping effort and evaluation of store image attributes: The roles of purchasing involvement and recreational shopping interest”, Journal of Applied Business Research, Vol.8, No.4, pp.40-49.
33. 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
34. Rimmel, G.& Diedrich, A. 2000, “E-business and the new economy-A critical perspective”, Proceedings of IRIS 23 Rodgers, S., & Harris, M. A. 2003, “Gender and e-commerce: An exploratory study”, Journal of Advertising Research, 43(3), 322-329.
35. Schneider, G.P. 2014, Electronic Commerce. 11th Edition, Cengage Learning, USA
36. 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
37. Swinyard, W.R. & Smith, S.M., 2003, “Why people (don’t) shop online: A lifestyle study of the internet consumer”, Psychology & Marketing, 20 (7), 567–598.
38. Teo, T.S.H. 2002, “Attitudes toward online shopping and the Internet”, Behaviour and Information Technology, 21, pp. 259 – 271.
39. 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.
40. Van der Heijden, H. & Verhagen, T. 2004, "Online store image: conceptual foundations and empirical measurement", Information & Management, 41(5), pp.609-617.
41. Vijayasarathy, L. R. 2004, “Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model”, Information & management, 41(6), pp. 747-762.
42. Zhou, L., Dai, L. & Zhang, D. 2007, “Online shopping acceptance model- Acritical survey of consumer factors in online shopping”, Journal of
43. Electronic Commerce Research, 8 (1), pp. 41-62 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/