Examining the factors affecting online shopping intention during the COVID-19 process: The case of Turkey and Azerbaijan

This study aims to examine the factors affecting consumers' online shopping intentions in Turkey and Azerbaijan during the Covid-19 process. In this context, the variables of peer communication, fear of Covid-19, perceived service quality, and consumer trust, which are four dimensions that affect consumers' online shopping intention, are discussed. Within the scope of these dimensions, data were collected from Azerbaijan and Turkey through an online questionnaire prepared using a 7-point Likert scale. In the survey study, data from 300 consumers were obtained, 150 of which were from Türkiye and 150 from Azerbaijan. In line with this information, factor, reliability, one-way analysis of variance, independent sample t-test and regression analyses were applied to the dataset collected within the framework of the study. As a result of the research, it is seen that peer communication, fear of Covid-19, perceived service quality, and consumer trust positively affect online shopping intention. In addition to these findings, some differences were found between the two countries in the results of the analysis to examine the differences and the findings were given in detail. While the online shopping intention of consumers in Turkey does not differ according to gender, the online shopping intention of consumers in Azerbaijan differs according to gender. In addition to its theoretical contributions, this study provides the managers of the two countries with a new insight and perspective on the online shopping behavior of consumers, thanks to its comparative perspective. Keywords: Fear of Covid-19, trust, perceived service quality, peer communication, online shopping intention, e-commerce.