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

Yıl 2017, Cilt: 4 Sayı: 4, 384 - 397, 30.12.2017

Aysegul Ermec Sertoglu , Husniye Ors , Ozlem Catli

https://doi.org/10.17261/Pressacademia.2017.727

Öz

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.  

Anahtar Kelimeler

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

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