The study wasaccomplished to discover the effects of online shopping towards the attitude ofconsumers, female consumer working in private sector, buying behavior in Turkey.Online shopping is getting more and trendier in Turkey as well as in rest ofthe world but thevelocity of onlineshopping in Turkey is slower as compared to the developed countries. The scientific approach to online shopping is related to thecharacteristics ofconsumers, their decision to buy and affecting factors forshopping online. Basedon the analysis of scientific literature, the affectingfactors for online shopping aredivided into the following 4 groups:•Technological factors: good knowledge of information technologies and their usefor obtaining the knowledge, capabilities for the use of applications and systems.
•Consumer-related factors: an attitude to online shopping, cultural types, loyalty,ease of use, consumer education and income, usability, risk and trust, providerrecommendations and customer reviews, age and previous online shopping experience.• Price factor while shoppingonline.•Product/service factors: the availability of product information on the website,product type According to resultof this survey, consumer’s marital status, age and title in work place hasgreat influence on shopping decision. When a consumer to make purchases onlineto buy something, she is affected by assorted factors. The main influencingfactors have been identified as, price, confidence, security, convenience,time, after sale service and discounted deals. The price factor exists becausethe prices are often lower through online shopping as compared with physicalpurchases in the market.
Buy online can be of great benefit to the consumer interms of convenience, saving time and money. One of the primeobstacles in the way back-up of online shopping is that people usually getpetrified when the other computer demands the complete details of thecustomers. Due to which a customer gets anxious that her personal details mayget disclosed and their precious money and account details get damaged.
Tranquilityis obviously necessary given that the consumer must share personal information andfinancial information when shopping online. That makes trust and confidence animportant factor. Recommendations on how to use the important factors inonline shopping couldbe aimed at developers of websites and owners of e-stores.They should changetheir marketing strategies giving priority to customerorientation and they shouldbe particularly focused on the ease of use of onlineshopping services.
E-storesshould devote resources to better understand consumerbehavior, technologies ofthefuture and their development.