Comparison of consumption preferences from behavioral economics perspectives in terms of online and traditional shopping

When the behavior of consumers is examined with the behavioral economics approach, the existence of psychological and individual differences in decision-making processes is clearly observed as a result of researches in this field. Contrary to the rationality advocated by traditional economics, consumers act with their cognitive judgments. The assumptions of neo-classical economics are not completely rejected and the concept of limited rationality put forward by Simon comes to the fore Many studies have been conducted under the assumption that consumers behave rationally. However, behavioral economics, which is based on the science of psychology, argues that consumers make their preferences by being influenced by various factors. In this context, when the literature is examined, behavioral economics studies are conducted using scenario, survey and experimental methods. In this study, consumers' purchasing preferences are examined from the perspective of behavioral economics. The subject of the research; The aim of this study is to examine the differences in the online and traditional (offline) shopping preferences of individuals and the relationship between consumption and this relationship from behavioral dimensions. In this context, an online questionnaire was prepared and applied to 750 people residing in various provinces of Turkey. In the conduct of the study, the 'easy sampling' method, which is one of the non-random sampling methods, was used. In the study, the analysis of the data was measured with the SPSS-22 package program. In the analysis of data; descriptive statistics, validity and reliability analysis, Independent sample t-Test and One-way analysis of variance, Pearson Correlation analysis techniques were used. According to the results of the research, while it is observed that consumers sometimes exhibit irrational behaviors according to demographic factors, it has also been determined that they often experience cognitive conflict in their consumption preferences. Although they generally prefer online shopping, it has been observed that they make more meaningful and more rational choices in traditional shopping in the analysis of the relationship between the sub-dimensions. Although consumers think that they are shopping in a planned manner, they are actually making non-necessary consumption by being affected by the attraction of instant gratification. It has been observed that individuals with an income of 14,000+ in online shopping attach more importance to prestige. In this case, it shows that as income increases, status demonstrating consumption increases.