Consumer innovation and internet shopping:An application in Kayseri

The purpose of this study is to analyze consumers' perceptions of innovation and the actual behaviors they exhibit in relation to internet shopping in virtual markets. The study aims to fill the critical gap in the article "consumer innovation" in the case of "shopping on the internet" because of the quality that will generate data for production units. This study is a descriptive research. Consumer innovationand internet users were researched in the study. In the study, the relationship between the consumers who prefer shopping on the internet and the innovativeness characteristics of these consumers has been put forward. The questionnaire was applied to consumers who shop on the internet in Kayseri with face to face survey method and the obtained data were analyzed in SPSS program. According to the findings, the relationships between demographics, perceived risks and benefits were determined between consumers who have shopping experience on the internet and consumers who have traditionally shopping.