Turkish Consumer Participation in E-Commerce

Köse T., Arslan S.

JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS, vol.18, no.4, pp.30-50, 2020 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 18 Issue: 4
  • Publication Date: 2020
  • Doi Number: 10.4018/jeco.2020100102
  • Journal Name: JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Aerospace Database, Applied Science & Technology Source, Business Source Elite, Business Source Premier, Communication Abstracts, Computer & Applied Sciences, INSPEC, Library and Information Science Abstracts, Metadex, Civil Engineering Abstracts, Library, Information Science & Technology Abstracts (LISTA)
  • Page Numbers: pp.30-50
  • Keywords: Consumer Participation, Demographics, E-Commerce, Probit Models, Turkey, TECHNOLOGY ACCEPTANCE MODEL, ELECTRONIC COMMERCE, GENDER-DIFFERENCES, ADOPTION, ONLINE, INTERNET, BEHAVIOR, PERCEPTIONS, ECOMMERCE, VARIETY
  • TED University Affiliated: Yes

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.