Abstract:

The purpose of this research is to determine the problems of consumers in wearing apparel shopping. The method of research is descriptive. Criterion sampling method was used in the research. The sample group is 400 consumers living and working in Ankara, having at least used online shopping for once and encountered done problem”. At the end of the research it was found that the lack of information on the online shopping web sites regarding the products offered to consumers is what the most negatively affects the online shopping tendency of consumers. The most frequently experienced problem with regard to payment options-pricing is the addition of the price of the cargo service, which is used to deliver the purchased product to consumer, at the moment of purchasing. The most frequently experienced problems with respect to the suitability to the body-appearance of the purchased products are the lack of product size options and inconsistencies in product pricings. The most frequently experienced problem with respect to the quality of purchased clothes is that the ordered product and the delivered product do not have the same properties. What the consumers perceive to be the inadequacies of online shopping sites are the lack of virtual models and possibility of trying on or touching the products. Research findings show that online shopping problems and services that are thought to be lacking in online shopping sites are largely gender-dependent.

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