Turkish Consumer Participation in E-Commerce

Tekin Kose, Sebnem Arslan

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

Abstract

This study investigates socio-economic factors affecting participation by Turkish individuals in electronic commerce. By exploiting a nationally representative household survey data from Turkey, non-linear probability models are employed to quantify the factors influencing participation decision of consumers in e-commerce. Empirical findings indicate that income level, education level, being employed, variety of internet use, technology skills and trust in internet have positive relationships with both use of e-commerce and amount of online expenditures. While relatively younger and older individuals are less likely to engage in e-commerce activities, middle-aged individuals are more likely to participate. Although females are more likely to participate in e-commerce, they tend to spend less in their e-commerce activities compared to males. Research findings imply that policies to encourage use of technology and online marketing strategies of businesses should employ different approaches which specially target sub-groups of society with respect socio-demographics.
Original languageEnglish
Article number2
Pages (from-to)30-50
Number of pages21
JournalJournal of Electronic Commerce in Organizations
Volume18
Issue number4
DOIs
Publication statusPublished - Oct 2020

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