SavedAdd your journal

Journals / Acta Infologica / 2025 / Volume: 9 Issue: 2

Effect of Digital Literacy, Perceived Risk, and Consumer Confidence on E-Commerce Purchasing Behavior

Cemalettin Hatipoğlu(BANDIRMA ONYEDI EYLUL UNIVERSITY)0000-0002-3129-9725
Nur Kuban Torun(BILECIK SEYH EDEBALI UNIVERSITY)0000-0002-9115-5838
Rashmi Gujrati(Punjab College of Technical of Education Ludhiana)0000-0002-1128-3742
Nazlı Burul(BANDIRMA ONYEDI EYLUL UNIVERSITY)0000-0002-0363-7029
Pages
—
Publication Date
2025-12-31
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that each unit increase in digital literacy corresponds to a 76.9% increase in online purchasing behavior.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study comprehensively examines the impact of digital literacy on online purchasing behavior.
📊
Key Findings & Data:The research was conducted with 405 participants engaged in online shopping in the Bandırma- Erdek region.
💡
Conclusion & Impact:The findings reveal that each unit increase in digital literacy corresponds to a 76.9% increase in online purchasing behavior.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Digital Literacy · Online Purchasing Behavior · E-Commerce

Abstract

This study comprehensively examines the impact of digital literacy on online purchasing behavior. Today’s society consists of individuals who can utilize digitalization in all aspects of their lives due to technological advancements. This digital society has high expectations regarding speed, time savings, and easy access. E-commerce has emerged as the fastest-growing sales channel alongside traditional sales channels, necessitating businesses to enhance their level of digital literacy to effectively compete in this new digital environment. However, consumer trust, privacy, and security have become critical challenges in e-commerce today. The research was conducted with 405 participants engaged in online shopping in the Bandırma- Erdek region. The data indicate a strong positive relationship between digital literacy and online purchasing behavior. Each dimension of digital literacy, including attitude, technical, cognitive, and numerical literacy, positively influences online purchasing behavior. The findings reveal that each unit increase in digital literacy corresponds to a 76.9% increase in online purchasing behavior. In conclusion, DL significantly affects online shopping behavior, and this situation is crucial for shaping businesses’ digital marketing strategies. Furthermore, the study concludes that enhancing digital literacy will positively influence consumer behaviors and contribute to e-commerce development. This research demonstrates that digital literacy is of vital importance not only for individuals but also for businesses.

🔖

Cite This Article

Hatipoğlu, C., Torun, N. K., Gujrati, R., Burul, N. (2025). Effect of Digital Literacy, Perceived Risk, and Consumer Confidence on E-Commerce Purchasing Behavior. Acta Infologica, Volume: 9 Issue: 2. https://doi.org/10.26650/acin.1718897

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (28)

  1. Alba, J., Lynch, J., Weitz, B., Janiszewski, R.L., Sawyer, A.V., & Wood, S. (1997). Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing, 61, 38-53. google scholar
  2. Arslan, A. (2019). Üniversite Öğrencilerinin Dijital Bağımlılık Düzeylerinin Çeşitli Değişkenler Açısından İncelenmesi. International EJournal of Educational Studies, 4(7), 27-41. https://doi.org/10.31458/iejes.600483https://doi.org/10.31458/iejes.600483 google scholar
  3. Ayyalasomayajula, M. M. Tito, Parasa, G., Unhelkar, B., Murugan, S., Borra, V., & Anitha, T. (2024) Toward industry 5.0: Study of artificial intelligence in areas of application - A methodological approach. Journal of Information and Optimization Sciences, 45(8), 2261– 2271. google scholar
  4. Bawden, D. (2001). Information and digital literacies: A review of concepts. Journal of Documentation, 57(2), 218-259. google scholar
  5. Common Sense Media (2009). Digital literacy and citizenship in the 21st century: Educating, empowering, and protecting America’s kids. Retrieved from https://www.itu.int/council/groups/wg-cop/second-meeting-june-2010/CommonSenseDigitalLiteracy-Citizenshi pWhitePaper.pdf google scholar
  6. Çoban, S. (2005) Müşteri Sadakatinin Kazanılmasında Veri Tabanlı Pazarlamanın Kullanımı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2), 295-307. google scholar
  7. Duran, E., & Özkul, D. İ., (2015). Ekran Okuryazarlığının Gelişimi ve Geleceğine Yönelik Tahminler. Uşak Üniversitesi Sosyal Bilimler Dergisi, 8(4), 281-290. google scholar
  8. Durmuş, B., Yurtkoru, E. S., & Çinko M. (2011). Sosyal bilimlerde SPSS’le veri analizi (4. bs.). Beta Yayınları. google scholar
  9. Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience and purpose sampling. American Journal of Theoretical and Applied Statistics, 5, 1-4. https://doi.org/10.11648/j.ajtas.20160501.11 google scholar
  10. Forsythe, S.M., & Shi, B. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 56, 867-875. google scholar
  11. George, D., & Mallery, M. (2010). SPSS for Windows step by step: A Simple Guide and Reference. 17.0 update (10a ed.). Pearson. google scholar
  12. Gregorian, V. (2002). Keynote address presented at the White House Conference on School Libraries. Institute of Museum and Library Services. google scholar
  13. Gürbüz, S., & Şahin, F. (2015). Sosyal bilimlerde araştırma yöntemleri (2. Baskı). Seçkin Yayıncılık. google scholar
  14. Gowda, Kavitha R., A., Kumar, A., Srinidhi, V. R., Gujrati, R., Uygun, H., & Gulati, U. (2023). A study on impact of service quality on customer satisfaction with low-cost carriers in India. Journal of Information and Optimization Sciences, 44(8), 1665–1684. https://doi.org/ 10.47974/JIOS-1483 google scholar
  15. Horton, F. W. (2008). Understanding Information Literacy: A Primer. http://unesdoc.unesco.org/images/0015/001570/157020e.pdf. Erişim Tarihi: 03.04.2020 google scholar
  16. İnan, H. (2002). Yeni Bir Pazarlama Aracı Olarak İnternet ve Firmalar Arası Pazarlamada İnternet Kullanımını Etkileyen Faktörlerin Sınıflandırılması. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(9), 123-135. google scholar
  17. Kadyan, S., Sharma, Y., Agarwal, K., Gujrati, R., & Koul, M. K. (2023). Linking workplace incivility with employee turnover intention and job satisfaction: The mediating role of self-efficacy of employees in telecom sector in NCR. Journal of Information and Optimization Sciences, 44(8), 1595–1611, DOI: 10.47974/JIOS-1479 google scholar
  18. Mir, A., Yousuf, A., Arora, M., Gujrati, R., Jain, A., Kumar, A., Uygun, H., & Dixit, I. (2023). An empirical study on correlation of the factors of the perception: Service delivery and patient satisfaction about service quality in selected public and private hospitals of the Raipur city. Journal of Information and Optimization Sciences, 44(8), 1715–1728. https://doi.org/10.47974/JIOS-1487 google scholar
  19. OECD (2001). Understanding the digital divide. www.oecd.org/internet/ieconomy/1888451.pdf google scholar
  20. Öçal, F. N. (2017). İlkokul Öğretmenleri ve Velilerin Kendileri ile Velilerin Çocuklarına İlişkin Dijital Okuryazarlık Yeterlilik Algıları. Yüksek Lisans Tezi. google scholar
  21. Önal, İ. (2010). Tarihsel Değişim Sürecinde Yaşam Boyu Öğrenme ve Okuryazarlık: Türkiye Deneyimi. Bilgi Dünyası, 11(1), 101-121. google scholar
  22. Özel, N. (2016). Üniversite Öğrencilerinin Bilgi Okuryazarlığı Becerilerinin Değerlendirilmesi: Ankara Üniversitesi Örneği. Bilgi Dünyası, 17(2), 247-264. google scholar
  23. Öztürk, C., Denizhan, S., Gujrati, R., & Denizhan, B. (2024). Vocational education and candidate performance analis. Journal of Information and Optimization Sciences, 45(5), 1401–1420. google scholar
  24. Shapiro, J. J., & Hughes, S. K. (1996). Information Literacy as a Liberal Art: Enlightenment Proposals for a New Curriculum Educom Review, 31. Available from: http://net.educause.edu/apps/er/review/reviewArticles/31231.html google scholar
  25. Ventura, K. (2003). Pazarlama Araştırmaları Kapsamında Yaşanan Teknoloji-tabanlı Değişim. Ege Academic Review, 3(1-2), 78-89. google scholar
  26. Ayyalasomayajula, M. M. Tito, Parasa, G., Unhelkar, B., Murugan, S., Borra, V., & Anitha, T. (2024) Toward industry 5.0: Study of artificial intelligence in areas of application - A methodological approach. Journal of Information and Optimization Sciences, 45(8), 2261– 2271. google scholar
  27. Gowda, Kavitha R., A., Kumar, A., Srinidhi, V. R., Gujrati, R., Uygun, H., & Gulati, U. (2023). A study on impact of service quality on customer satisfaction with low-cost carriers in India. Journal of Information and Optimization Sciences, 44(8), 1665–1684. https://doi.org/ 10.47974/JIOS-1483 google scholar
  28. Kadyan, S., Sharma, Y., Agarwal, K., Gujrati, R., & Koul, M. K. (2023). Linking workplace incivility with employee turnover intention and job satisfaction: The mediating role of self-efficacy of employees in telecom sector in NCR. Journal of Information and Optimization Sciences, 44(8), 1595–1611, DOI: 10.47974/JIOS-1479 google scholar