COVID-19’s Effects on Turkish Online Retail Consumers’ Retail Website Visiting Behavior

Yıl 2020, , 767 - 779, 31.10.2020

Ahmet Türkmen

https://doi.org/10.21547/jss.782996

Cited By: 2

Öz

The COVID-19 pandemic has affected the economy on a global scale with its impacts on the way people work, socialize, shop and more. With many people started working remotely, and adopting self-quarantine like measures, the changes they make in their lives inevitably shaped a new normal where they change their daily habits, shopping included. This study aims to find out how the online shoppers’ online retailer website visits are affected by the revealed daily new cases, deaths, and recoveries from COVID-19 pandemic. Results of the study shows that there is a strong correlation, in general, between the daily online retailer website visit numbers and daily COVID-19 progression in Turkey between the dates of 10/04/2020, the day Turkish government first announced a curfew in all major cities, and 01/08/2020. Further, 28/06/2020 is identified as the start of the “normalization period” as it was the date President Erdoğan made it public that Turkey was to resume intra-country transportation, public transportation services, and public places were to re-open on 01/07/2020. When the data is split from the start of the normalization process, it was seen that the correlations still exist with some exceptions in pre-normalization and normalization periods within the studied dates. Also, three patterns that websites from the same online retail category follow are defined. The results suggest that the online retailer websites’ number of visits are correlated with the COVID-19 statistics revealed by the Turkish Ministry of Health; ergo the online consumers’ behavior is affected by COVID-19 pandemic.

Anahtar Kelimeler

Online Shopping, Consumer Behavior, E-Commerce, Market Research, COVID-19

Kaynakça

• Amoroso, D., & Hunsinger, S. (2009). Measuring the Acceptance of Internet Technology by Consumers. International Journal of E-Adoption, 48-81.
• Andrews, R., & Currim, I. (2004). Behavioural differences between consumers attracted to shopping online versus traditional supermarkets: implications for enterprise design and marketing strategy. International Journal of Internet Marketing and Advertising, 38-61.
• Ayanso, A., & Yoogalingam, R. (2009). Profiling Retail Web Site Functionalities and Conversion Rates: A Cluster Analysis. International Journal of Electronic Commerce, 79-114.
• Ballantine, P., Zafar, S., & Parsons, A. (2014). Changes in retail shopping behaviour in the aftermath of an earthquake. The International Review of Retail, Distribution and Consumer Research, 1-13.
• Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and the internet shopping behavior. Communications of ACM, 98-105.
• Bucko, J., Kakalejcik, L., & Ferencova, M. (2018). Online shopping: Factors that affect consumer. Cogent Business & Management, 1-15.
• Chiu, C., Chang, C., Cheng, H., & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 761-784.
• Hui, T., & Wan, D. (2009). Who are the online grocers? The Service Industries Journal, 1179-1189.
• İşçioğlu, T. (2018). SANAL MARKET ALIŞVERİŞİ NİYETİNİN SÜREKLİLİĞİNİ ETKİLEYEN UNSURLAR VE BİR MODEL ÖNERİSİ. Pazarlama ve Pazarlama Araştırmaları Dergisi, 99-124.
• KOCA, F. (2020). Dr. Fahrettin Koca. Twitter.com, Retrieved 2 Aughust 2020 from: https://twitter.com/drfahrettinkoca
• McDowell, W., Wilson, R., & Kile Jr, C. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 4837-4842.
• McKnight, D., Harrison, A., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Approach. Information Systems Research, 334-359.
• Moe, W. (2003). Buying, Searching, or Browsing: Differentiating Between Online Shoppers Using In-Store Navigational Clickstream. Journal of Consumer Psychology, 29-39.
• Monetate. (2018). Monetate Ecommerce Quarterly. Monetate.
• Ramus, K., & Nielsen, N. (2005). Online grocery retailing: what do consumers think? Internet Research, 335-352.
• Schlosser, A., White, T., & Lloyt, S. (2006). Converting Web Site Visitors into Buyers: How Web Site Investment Increases Consumer Trusting Beliefs and Online Purchase Intention. Journal of Marketing, 133-148.
• Sisimero, C., & Bucklin, R. (2004). Modeling Purchase Behavior at an E-Commerce Web Site: A Task-Completion Approach. Journal of Marketing Research, 306-323.
• T.C. İçişleri Bakanlığı. (2020). 2 Gün Sokağa Çıkma Yasağı. Türkiye Cumhuriyeti İçişleri Bakanlığı, Retrieved 28 July 2020 from: https://www.icisleri.gov.tr/2-gun-sokaga-cikma-yasagi
• T.C. Sağlık Bakanlığı. (2020). Türkiye'deki Güncel Durum. Retrieved 2 Aughust 2020 from: https://covid19.saglik.gov.tr/
• Türkiye Cumhuriyeti Cumhurbaşkanlığı. (2020, 28 05). “Türkiye'nin salgının önlenmesinde örnek alınan bir konuma gelmesi hepimizin ortak başarısıdır”. Türkiye Cumhuriyeti Cumhurbaşkanlığı, Retrieved 20 July 2020 from: https://www.tccb.gov.tr/haberler/410/120316/-turkiye-nin-salginin-onlenmesinde-ornek-alinan-bir-konuma-gelmesi-hepimizin-ortak-basarisidir-
• WebsiteIQ. (2020). Website Traffic Statistics. WebsiteIQ, Retrieved 15 Aughust 2020 from: https://www.websiteiq.com/
• WHO. (2020). WHO Coronavirus Disease (COVID-19) Dashboard. who.int, Retrieved 09 Aughust 2020 from: https://covid19.who.int/?gclid=EAIaIQobChMIyJzNsOmO6wIVkOvtCh31HQTmEAAYASAAEgKzJfD_BwE
• Zumstein, D., & Kotowski, W. (2020). SUCCESS FACTORS OF E-COMMERCE DRIVERS OF THE CONVERSION RATE AND BASKET VALUE. 18th International Conference e-Society. IADIS.