The effected of online shopping on consumers behaviours in Turkey

Nowadays, the number of internet users is increasing day by day with the development of network and communication technologies. Electronic retailing and online shopping have also developed in proportion to the increase of the number of internet users. With the widespread use of the internet, traditional sales methods have transformed into electronic media and provided sellers to market their products online. All needs can be met with computer, tablet and phone technologies without leaving the house, and the opportunity of online shopping is given from all over the world. Electronic retailing and online shopping are changing the shopping methods of consumers and the retail industry. The aim of the study is to examine the effect of online shopping on consumer behaviors. To collect data, a survey method was applied to consumers living in Turkey and 306 surveys were obtained through this study. SPSS Statistics 22.0 software was used to perform quantitative analysis. Within this context, consumers' online shopping behaviors were tested by utilizing independent samples t-test, one-way ANOVA and regression analysis. Various findings were reached as a result of the analysis. The results of the study have also indicated that frequencies of the use of online shopping have become more and perception of trust is the most affecting factor of consumers' online shopping behaviors. However, a significant relation was also observed between online shopping behavior and perception of trust. While there is also a significant relation between online shopping behavior and risk perception, no significant relation was observed for after sales services. As a result, consumers have found the opportunity for online shopping at any moment with the development of technology. Online shopping, particularly, is expected to increase under the Covid-19 pandemic period.