Predictors of Online Shopping Behavior of Women in Turkey: A Model and Empirical Study

Abstract

Women's dominant position in purchase decisions brings them to a primary decision-making position in families and households in terms of shopping. In this study, sociodemographic and economic factors, which were, included taking into account individual differences to explain the online purchase intention of female consumers living in Turkey, are aimed to be observed in terms of their difference. The data used in this study were obtained from Information and Communication Technologies in households conducted by the Turkish Statistical Institute between 2014 and 2018. The data were collected from a total of 68,087 people. In the study, a chi-square independence test was used to examine the relationship between women's e-commerce usage and sociodemographic and economic variables, and the results indicated a significant relationship. Binary probit and binary logistic regression analyses were then conducted to detect the factors influencing ecommerce usage among women 15 years and older in Turkey. According to the results of the study, it was determined that the survey year, age, education, employment status, income status, region, and household size variables affect women's e-commerce usage. Users' reactions to e-commerce shopping practices can be analyzed in detail, and e-commerce can be used more widely by using different methods. Based on the results of this study, it is suggested to inform and raise awareness of users about the use of e-commerce.