FACTORS AFFECTING CONSUMER BEHAVIOR TOWARDS ONLINE SHOPPING: CASE OF THE N?LÜFER DISTRICT OF BURSA

Abstract

The study examines through 12 hypothesis tests how and what extent there is a relationship between four socio-demographical variables (age, gender, education, and income) and the behaviours towards online shopping of customers using the internet. Socio-demographical variables of "age, gender, education and income" are taken as independent variables and the consumer behaviours towards using online shopping system as dependent variables. The dependent variables are classified in three areas: (1) the area of general behaviours towards online shopping, (2) the area of perceived usefullness/ease of use towards online shopping and (3) the area of perceived risk towards online shopping. The sample group was composed of 287 participants selected by casual and snowballing sampling technique among the internet users residing in Nilüfer district of Bursa. Empirical data achieved by using questionnaire survey of quantitative method to participants was analyzed by SPSS program and evaluated and interpreted in the scope of study's subject, purpose, basic problematic, conceptual-theoretical framework and hypothesis testing. The findings was shortly expressed with "Model of Factors Affecting Online Shopping Behaviour in Nilüfer District of Bursa" constructed in the scope of study and then evaluated in detail. The results and model of this study provide some limited results and understanding on the factors affecting online shopping behaviours of consumers residing in Nilüfer district of Bursa, to the firms in online market places and consumer relationship management.