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Journals / Journal of Management Marketing and Logistics / 2017 / Cilt: 4 - Sayı: 4

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

Aysegul Ermec Sertoglu
Husniye Ors
Ozlem Catli
Pages
384–397
Publication Date
2017-12-30
DOI
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AI Summary & Key Takeaways

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

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.

📌 3 Key Takeaways

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Objective & Hypothesis: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.
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Key Findings & Data:Methodology - Data were collected through a questionnaire from a convenience sample of 340 consumers living in Ankara.
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Conclusion & Impact: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.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:E-shopping · in-store shopping · buying behavior

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.

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Cite This Article

Sertoglu, A. E., Ors, H., Catli, O. (2017). AN EMPIRICAL STUDY TO DETERMINE THE E-SHOPPING ATTITUDES AND BEHAVIORS OF VARIOUS CONSUMERS GROUPS. Journal of Management Marketing and Logistics, Cilt: 4 - Sayı: 4, 384–397. https://ajindex.com/articles/836137

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