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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Consumer Attitudes Towards Private Shopping Sites in Turkey
Author(s)
Burcu İnci
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DOI:10.17265/1537-1506/2017.01.001
Affiliation(s)
Nisantasi University, Istanbul, Turkey
ABSTRACT
Private shopping sites (PSSs)
business model is developing
rapidly both in the world and in Turkey since 2000s. However, studies related consumer
attitudes towards private shopping sites in Turkey are limited in the literature.
So, the main aim of this paper is revealing variables that affect attitudes of PSSs
customers in Turkey and conceptualizing these variables within the scope of a model
that depends on Technology Acceptance Model (TAM).
In this descriptive study, research population includes all of the consumers who
made at least one shopping from PSSs in Turkey and “snowball sampling method” is
used. In consequence of an online survey application 409 questionnaires are analyzed.
As a result of regression analysis, all of the 14 hypotheses are accepted. In conclusion all of the variables
in the model (product quality, delivery service, system quality, information quality,
service quality, perceived usefulness, perceived ease of use, compatibility, privacy,
and security) have
significant relations with consumer attitudes. The most important variables in building
positive attitudes towards PSSs are perceived usefulness and compatibility. Conversely the lowest variance prediction percentage belongs
to privacy variable.
KEYWORDS
Technology Acceptance Model (TAM), online shopping, private shopping sites (PSSs), consumer attitudes, PSSs in Turkey
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