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Research for the Investigation of Consumer Attitudes towards Online Shopping in Niğde Province | International Journal of Scientific Research and Management

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Research for the Investigation of Consumer Attitudes towards Online Shopping in Niğde Province | International Journal of Scientific Research and Management Quick jump to page content Main Navigation Main Content Sidebar e-ISSN : 2321-3418 | Email: editor@ijsrm.in Register Login HomeWell-nighAbout the Journal Editorial Team Submissions Current Issue Archives Contact Home Archives Vol 6 No 09 (2018) Social Sciences and Humanities Total : PDF: 21 XML: 2 | Total views: 23 Research for the Investigation of Consumer Attitudes towards Online Shopping in Niğde Province Hatice Elanur Kaplan, × Hatice Elanur Kaplan Banking, Finance and insurance Department,, Niğde Vocational School of Social Sciences, Niğde Ömer Halisdemir University, 51000, Niğde, Turkey . Close ArticleStagePublished : 5 September 2018 | Page No.: SH-2018-257-260 | Google Scholar DOI https://doi.org/10.18535/ijsrm/v6i9.sh02 Article Text Article Info Citation Tools Article Metrics Abstract This research study is conducted to determine consumers’ reasons for not shopping online, to explicate their attitudes towards online purchasing behaviors, and to examine whether or not their attitudes towards online purchasing policies differ in vibrations with the descriptive characteristics of the consumers. The survey questionnaires, prepared in compliance with the aim, are conducted on 502 Niğde residents chosen by convenience sampling method. The data obtained from the survey questionnaires are analyzed via SPSS 22.0 computer software.Equalto the results of the study; the reasons that rationalization online shopping include price reduction, the economics of time and finding the weightier product, while the reasons of lamister online shopping include refraining from giving out identity document and credit vellum information, and taxing physical product trial. Participants are unswayable to be such individuals within a unrepealable age range (26-35 years) who have increasingly positive attitudes towards online shopping rather than negative attitudes, have higher education and income levels. In the research study, it is moreover detected that gender, the location at which the Internet is connected, and the elapsing of time spent on the Internet are self-sustaining of attitudes towards online shopping. Introduction Today, technological developments withal with continuous resurgence and transpiration are under consideration.One of the most important inventions brought well-nigh by technological developments, vastitude any doubt, is the Internet.The emergence of the Internet and its subsequent prevalence in the social and everyday lives of the individuals reveal the possibility of shopping over the Internet. Shopping over the Internet, expressly withal with increasing use of smartphones and variegated applications of shopping sites, has wilt easier and widespread with every passing day. In parallel with the minutiae of the Internet, financial transactions have been conducted over the Internet environment, and the ways of e-commerce have been completely facilitated. Both individuals and businesses have come to the point at which they can make payments for any product they would purchase without having to go to the wall office. This situation has spurred the purchasing process for both businesses and individuals. On the other hand, the shopping itself has been situated in the context of the internet environment by courtesy of the widespread e-commerce websites while the mart is only paid via the Internet. Besides e-commerce sites once unshut expressly for books, stationery and technology products, all other necessities from supplies toclothing have moreover wilt misogynist for purchase over the Internet. In this direction, while many businesses began to move their services into the Internet environment, many online stores and shopping websites are established only for online purchases. The minutiae of e-commerce has moreover unsalaried to the emergence and resurgence of many marketing areas such as e-marketing, e-advertising, social media marketing, mobile marketing.[ 1 ] The individuals’ increasing interest in the Internet has enabled and encouraged the firms to convert their traditional retailing activities into online retail sales by marketing their products over the Internet. Thanks to online devices such as computers, tablets, and smartphones; consumers are worldly-wise to shop from the companies located all over the world offering online shopping features, without plane leaving their doorsteps.[ 2 ] Due to various advantages and prevalence of the Internet usage in Turkey, as in other countries, many small and large-scale companies tried to sell their products and services over the Internet.[ 3 ]Equalto data as of 2016, the volume of global e-commerce has increased from 630 billion to 1.6 trillion dollars within the last four years, and its share in total retail has increased from 4 .2% to 8.5%. It is noteworthy that electronic trade from businesses to individuals constitutes a upper proportion of the total electronic trade in Turkey. As of 2016, the Turkish e-trade market volume reached 30.8 billion TL with increasing internet penetration and smartphone usage . The retail portion of the market has grown by an yearly stereotype of 3 4 % since 2013 by increasing from 7.3 billion to 17. 5 billion TL in 2016 (Kantarcı et al., 2017: 4 4).As can be noticed from the obtained data, presence and importance of the online shopping miracle are drastically felt in today’s economic, commercial and social life.[5] The ever-growing online shopping concept moreover affects attitudes and behaviors of the customers. Consumers may prefer traditional shopping by vicarial skeptical well-nigh online shopping, notwithstanding such advantages of online shopping as transportation, convenience, lulu prices, and various options.[ 6 ] Thus, it is highly crucial for firms to learn the reasons why consumers do/do not prefer online shopping and to modernize their services in this manner in order to reach the wider masses. Businesses with online shopping features would find ways to pioneer in competition by maintaining their existence in the market if they can comprehend how online shopping should be in terms of preserving their existing clientele and attracting new ones. In the light of all this information, the main objectives of this study are to determine reasons why consumers do/do not prefer online shopping, to examine their attitudes towards online purchasing behaviors and to explicate whether or not their attitudes towards online purchasing behaviors differ equal to their descriptive characteristics. Therefore, the answers to the pursuit questions are sought in the research: What are the most important reasons for the participants to go online shopping? What are the most important reasons for the participants to stave online shopping? What is the extent of the participants’ attitudes towards online purchasing behavior? Do attitudes of the participants towards online shopping differ equal to gender? Do attitudes of the participants towards online shopping differ equal to age range? Do attitudes of the participants towards online shopping differ equal to their educational status? Do attitudes of the participants towards online shopping differ equal to their monthly income levels? Do attitudes of the participants towards online shopping differ equal to their marital status? Do attitudes of the participants towards online shopping differ equal to their occupations? Do attitudes of the participants towards online shopping differ equal to the ways through which they are unfluctuating to the Internet? Do attitudes of the participants towards online shopping differ equal to the elapsing of time spent online per day? Do attitudes of the participants towards online shopping differ equal to their online shopping status? 2. Consumer and Online Consumer Concepts In the most unstipulated sense, consumer is; “a real person who buys or is capable of ownership marketing components for his/her personal or non-personal desires, wants and needs”[ 7 ] and is a person who pays a monetary price for goods and services bought, benefiting from many products and services without having to pay for them. The insemination of a consumer identity does not require a person’s purchase of a product or service at a given price.Stuffworldly-wise to utilize services in various fields from art to environment without paying a monetary price is sufficient for the insemination of consumer identity.[ 8 ] Changing consumption patterns and lifestyles result in the existence of increasingly increasingly consumers in the virtual environment.[ 9 ] The new liaison devices that sally due to technological developments, expressly computers and the Internet, influence scrutinizingly all aspects of individuals and the social structure withal with the rapid spritz of information. All people, institutions, and organizations that have the opportunity to talk to everyone at any location in the world, to learn how to do a job or how to do it differently, to compare alternatives, and of stuff self-sustaining of time and space have wilt parts of the virtual environment.[ 10 ]Equalto the Household Information Technology Usage Survey of Turkey Statistical Institute conducted in 2017; the prevalence of the Internet use among individuals within the age range of 16-7 11 ] 4 years is found to be 68.8%, meaning that every eight out of ten households have the Internet access. The percentage of online shoppers is 2 4 .9%. 62.3% of online shoppers purchased suit and sports equipment; 25.3% purchased household goods (furniture, toys, domestic appliances, etc., excluding consumer electronics); 24.1% purchased travel tickets, car rentals; 21.9% purchased supplies and daily necessities; and 19% purchased electronic devices (mobile phones, cameras, radios, TVs, DVD players, etc.) over the Internet during the twelve months period tent April 2016 and March 2017.[ As can be seen from the obtained data, the Internet creates a new consumer type in terms of rapid development, convenience and operation. This type of consumer has variegated characteristics than traditional consumer types. Today, consumers with purchasing power and intention to buy who meet their purchasing needs by connecting to online shopping sites over the Internet can be referred to as either electronic consumers or online consumers.[ 12 ] Online consumers consist of individuals who are increasingly conscious than traditional consumers, have internet skills and experience, can use information technology well, follow technological developments, take risks, find the weightier product at the weightier prices and in the shortest time, share their satisfaction or dissatisfaction quickly in social media.[ 13 ] 3. Online Shopping and Factors Affecting Consumer Behaviors Through this Process Upon considering the literature related to online shopping, it is observed that there has been several attempts such as purchasing on the Internet environment, online shopping, shopping over the Internet, etc. to explain the concept. In its simplest definition, “Online shopping ways the process of purchasing products or services through the Internet channel”.[ 14 ] Online shopping is specified as a new marketing and sales channel, providing consumers with a variegated shopping environment in which they can get variegated people’s opinions well-nigh products without having to get tired and get bored.[ 15 ] People are in pursuit of new ways to meet their needs due to their hectic merchantry environment and lack of unbearable time. Consumers try to meet their shopping needs on a rented day in variegated ways within a short period.Today, shopping on the internet offers unconfined advantages to help consumers who have to make purchasing decisions in a short time. This type of shopping, moreover tabbed online shopping, ways purchasing goods or services over the Internet.[ 16 ] “Online shopping has been used by consumers at an increasing rate, subtracting new dynamics to merchantry and marketing”.[ 17 ] Consumer policies is “an unromantic science that investigates the reasons for the consumer’s policies in the marketplace”.[ 18 ]Withalwith the developing online technologies, the Internet environment in which the companies offer online sales can be evaluated as an electronic marketplace. Consumers visit consumer markets to meet their never-ending and unlimited needs. They seek profits while producing goods and services to meet the needs of the consumers. As is well-known, the main objective of businesses is to make profits. Marketing is one of the crucial managerial functions in making profits. In modern marketing concept, marketing functions include marketing research to understand consumers’ wishes and anticipations, producing and selling goods towards the target audience, and activities related to consumer policies surpassing and without sales.[ 19 ] Traditionally, consumers visit the stores to examine, touch and then purchase the products they desire.The most important difference between online shopping and traditional shopping is that consumers do not have to go to the stores to purchase products.Online shopping provides many advantages for consumers, such as not waiting in queues, getting rid of crowded stores, 24 -hour shopping opportunities, and a wide range of products.[ 16 ]In other words, online shopping has provided the consumers with many conveniences by eliminating temporal and spatial constraints.[ 20 ] Despite all of these advantages of online shopping, some of the customers who prefer traditional shopping are reluctant to purchase online since they think it may be problematic in terms of security issues.[ 21 ] The top reasons why consumers do not prefer online shopping include security concerns well-nigh credit vellum payments;[ 22 ] concerns well-nigh personal identity information that would be captured;[ 23 ] the desire to see the true dimensions of the product, to touch it physically, and to test it; and the longer elapsing of time for the purchased product to arrive.[ 24 ] Online shopping grows and develops day by day. Businesses utilize a variety of methods to proceeds consumers’ trust regarding their websites and online shopping features. In particular, banks eliminate the disadvantages of providing credit vellum information from consumers via virtual vellum applications and indicate that their websites are secure and protected by international programs with special signs.[ 14 ] In the online shopping process, consumers shop through specific stages, as in the traditional shopping process. However, online shopping stages are slightly variegated from traditional shopping stages. In particular, during the market research phase, consumers do not urgently do research as well as in traditional shopping, but they rather try to obtain information through websites created by companies. Firms offer various campaigns, prizes, price reductions, and noticeable razzmatazz campaigns to vamp consumers’ sustentation to their websites.[ 25 ] Given the social and psychological aspects of online consumer behavior, the internet environment offers consumers an self-sustaining domain that is virtually self-ruling of physical environments. Consumer policies norms viewed in physical stores do not wield in this environment.First of all, consumers are not obligated to purchase anything over the Internet.Secondly, shopping over the Internet is as personal as possible.Finally, lack of physical effort for shopping leads to increased online shopping volume (Enginkaya, 2006: 12). 4. Methodology 4.1. Research Model The research study is conducted with a survey model to examine the participants’ attitudes towards their online purchasing behaviors. “ The survey model is a research tideway that aims to describe a situation either in the past or at the present as it is. An event, an individual or an object, which is the subject of the research, is tried to be specified as it is within its own conditions. Any struggle to transpiration or influence them cannot be made. Something that is wanted to be known exists. To be worldly-wise to “observe” and identify it thus is essential”.[ 26 ] 4.2. Population and Sample The population of the research study is comprised of Niğde Province residents at the age of 18 and older. The sample is well-balanced of 502 individuals who voluntarily well-set to participate in the survey unswayable by the convenience sampling method. The data are placid via a survey questionnaire method. The questionnaire is prepared by using the study of İşler- Yarangümümioğlu-Gümülü[ 13 ] entitled “ASpecimenStudy on Factors Affecting Online Consumer Purchasing Behaviors: AnUsingin Isparta Province.” The questionnaires are placid online in July 2018. In the first part of the questionnaire, questions to determine the descriptive characteristics of the participants are included such as participants’ age, gender, etc. In the second part, questions are asked concerning the devices through which the participants connect to the Internet, the value of time spent online, and whether or not the participants prefer online shopping. In the third part, questions are asked well-nigh the reasons why the participants do/do not prefer online shopping. In the fourth part, there is a five - point Likert - type scale (1: I strongly disagree, ......, 5: I strongly agree) consisting of 1 4 items to measure attitudes towards online purchasing behaviors. The increase/decrease in the stereotype of the scores taken from the scale indicates the positive/negative attitudes of consumers towards online shopping. The internal consistency coefficient “Cronbach’s Alpha” is calculated to determine the reliability of the 1 4 items on vein towards online purchasing policies scale. The overall reliability of the scale is found to be very upper (alpha = 0.988). Explanatory factor wringer method is unromantic to reveal the structural validity of the scale. The results of the Barlett test (p= 0.000 < 0.05) revealed the existence of a correlation between the variables analyzed by factor analysis. As a result of the test (KMO= 0.968 > 0.60), the sample size is found to be sufficient for performing factor analysis. In the factor wringer application, the varimax method is chosen so that the structure of the relationship between the factors remains the same. As a result of the factor analysis, variables are placid under the single factor with a total variance of 86.737%.Equalto the value of start and the variance associated with the reliability, it is understood that the vein scale towards Online PurchasingPoliciesis a valid and reliable instrument. The factor structure of the scale is shown below. Table 1 : The factor structure of vein scale towards online purchasing behaviors Variables Groups Frequency (n) Percentage (%) Gender Female 302 60.2 Male 200 39.8 Age 18-25 354 70.5 26-35 100 19.9 36 and whilom 48 9.6 EducationUpperSchool and unelevated 160 31.9SocializeDegree 212 42.2 Undergraduate and whilom 130 25.9 Monthly Income 0-1000 TL 268 53.4 1001-2000 TL 88 17.5 2001-3000 TL 86 17.1 3001 TL and whilom 60 12.0 Marital Status Married 112 22.3 Single 390 77.7 Occupation Public Sector 68 13.5 Private Sector 88 17.5 Freelance 28 5.6 Student 238 47.4 Retired 12 2.4 Housewife 28 5.6 Unemployed 40 8.0 Upon examining Table 2, of totally 502 participants (consisting of 302 (602%) females and 200 (398%) males); 35 4 (705%) participants are found to be within the age range of 18-25 years, 100 (199%) participants are within the age range of 26-35 years, and the remaining 4 8 (96%) are 36 years of age or older160 of the participants (319%) have upper school diplomas, or below, 212 (422%) have socialize degrees, and 130 (259%) have undergraduate degrees and whilom 268 (534%) participants have monthly incomes of 0-1000 TL, 881 (175%) have monthly incomes of 1001-2000 TL, 86% (171%) have monthly incomes of 2001-3000 TL, and 601 (120%) have monthly incomes of 3001 TL and above112 (223%) participants are married, while 390 (777%) of them are single 68 (135%) participants are public employees, 88 (175%) are private sector employees, 28% (56%) are self-employed, 238 (474%) are students, 12 (24%) are retired, 28 (56%) are housewives, and 40 (80%) are unemployedThe participants’ characteristics in terms of the Internet use are given in Table 3 Table 4 : Characteristic in terms of The Internet Use Groups Frequency(n) Percentage (%) Yes 334 66.5 No 168 33.5Equalto data in Table 4, 334 (665%) of the participants shop online, while 168 (335%) do not shop online In Table 5 , the reasons for the participants to shop and not to shop online are given Table 5 : The Reasons to Shop and Not to Shop Online Positive vein (%) Indecisive (%) Negative vein (%)MidpointStand. Dev. The convenience of websites through which I shop online would stimulate my shopping intention 49.8 6.4 43.8 2.940 0.967 The existence of detailed content well-nigh the products would stimulate my shopping intention 47.8 5.2 47.0 2.990 0.975 Comments on the products would stimulate my shopping intention 47.4 6.0 46.6 2.990 0.971 Display of low-priced products on the main page of the website would vamp my sustentation plane if I do not need the product 50.2 8.8 41.0 2.910 0.952 Definite stage of wordage for the purchased products would increase my interest in the product 47.0 6.8 46.2 2.990 0.966Wordageof the product via a reliable shipping visitor would stimulate my shopping intention 45.8 6.0 48.2 3.020 0.970 Receiving after-sales support would stimulate my shopping intention 47.0 5.6 47.4 3.000 0.973 References and certificates (SSL) which enhance the reliability of websites would stimulate my shopping intention 47.0 9.2 43.8 2.970 0.953 The existence of other payment options besides credit cards would stimulate my shopping intention 47.0 7.6 45.4 2.980 0.962 Instant and daily price reductions for the products would stimulate my shopping intention 47.8 10.0 42.2 2.940 0.948 Members-only sale campaigns would stimulate my shopping intention 47.8 6.4 45.8 2.980 0.968 Credit vellum installment plans would stimulate my shopping intention 50.2 9.2 40.6 2.900 0.949 Receiving special-interest informative e-mails would stimulate my shopping intention 49.4 8.0 42.6 2.930 0.958 Receiving continuous informative e-mail wordage regarding unbelieve or promotional items would stimulate my shopping intention 51.4 10.0 38.6 2.870 0.941 Upon examining the data in Table 6, the midpoint values of the participants’ attitudes towards the factors which are considered to stupefy the participants’ online shopping behaviors vary between 2,870 and 3,020The minimum midpoint values vest to the responses “Receiving continuous informative e-mail wordage regarding discount, or promotional items would stimulate my shopping intention” (2,870), and stereotype ways “Credit vellum installment plans would stimulate my shopping intention” (2,900) The maximum midpoint values vest to the responses “Delivery of the product via a reliable shipping visitor would stimulate my shopping intention” (3,020), and “Receiving after-sales support would stimulate my shopping intention” (3,000) Table 7 presents the data on participants’ attitudes towards their online purchasing behaviors. Table 6 : TheMidpointScores of the Factors Affecting the Online PurchasingPoliciesNMidpointStand. Dev. t p Female 302 2,958 1,407 0.206 0.837 Male 200 2,932 1,379Equalto the data in Table 8, attitudes of participants towards their online purchasing behaviors does not walkout a significant difference in terms of their gender (p> 005) Table 9 shows the results of both ANOVA and the Scheffe tests conducted for examining the differentiation of the participants’ attitudes towards their online purchasing behaviors in terms of age Table 9: Differentiation ofVeintowards Online Purchasing BehaviorsEqualto Age Groups NMidpointStand. Dev. F p Diff 1)UpperSchool and unelevated 160 2.911 1.382 10.558 0.000 3>1 3>2 2)Socializedegree 212 2.700 1.397 3) Undergraduate and whilom 130 3.398 1.305 Upon considering the data in Tablo 10, it is unswayable that the participants’ attitudes towards their online purchasing behaviors differ significantly (p NMidpointStand. Dev. t P Married 112 3,481 1,365 4.684 0.000 Single 390 2,795 1,367 Participants’ attitudes towards online purchasing behaviors differ significantly equal to their marital status (t( 500)= 468 4 ; p= 0000 NMidpointStand. Dev. t p Computer 32 3,058 1,286 0.461 0.645 Smart Phone 470 2,940 1,403 Table 14 indicates that the participants’ attitudes towards online purchasing behaviors do not differ significantly equal to devices through which they mostly get unfluctuating to the Internet (p>005) Table 15 presents the results of ANOVA and Scheffe tests performed for examining the differentiation of the participants’ attitudes towards their online purchasing behaviors equal to time spent on the Internet Table 12 : Differentiation ofVeintowards Online Purchasing BehaviorsEqualtoElapsingof Time Spent Online NMidpointStand. 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