Internet users' attitudes toward business-to-consumer online shopping: A survey


INFORMATION DEVELOPMENT, vol.32, no.3, pp.452-465, 2016 (Peer-Reviewed Journal) identifier identifier

  • Publication Type: Article / Article
  • Volume: 32 Issue: 3
  • Publication Date: 2016
  • Doi Number: 10.1177/0266666914554812
  • Journal Indexes: Social Sciences Citation Index, Scopus
  • Page Numbers: pp.452-465
  • Keywords: Internet users, business-to-consumer, e-commerce, online shopping, consumer behavior, consumer attitude, Turkey


Rapid growth of online shopping activities in recent years has required careful identifications of key factors influencing consumers' behaviors and attitudes toward online shopping. Identifying critical factors influencing online consumer behavior is very crucial for effective customer relationship management. It is very important that online sellers clearly understand critical factors influencing online customers' shopping intention and take necessary actions accordingly. If identified and managed properly, those critical factors can provide competitive advantage to online sellers and also increase consumers' satisfaction level and experiences with sellers' website. This research investigated the attitudes toward online shopping of university students in Ankara, Turkey. Internet users' interest, evaluation, trust, intention and concerns toward online shopping were assessed by conducting survey type research. Internet users' concerns toward online shopping were assessed by considering financial issues, product quality issues, refund issues, product delivery issues, security issues and privacy issues. Findings of this study guide online retailers which factors to focus on in order to develop successful marketing strategies for online consumers.