Abstract:

The aim of this study is to identify the factors that influence the online shopping attitudes of consumers living in the Eastern Black Sea Region. The data in the study were obtained from face-to-face surveys with individuals living in Artvin, Rize, Silverhouse, Trabzon, Giresun and Army. In light of these data, consumers’ demographic characteristics, internet usage habits, products they buy through the internet, expenditure amounts and motivations are determined by frequency analysis. The most influential factors in the study are: the availability of many products and brands (3,044), the possibility of payment of 7/24 (2,980), the possibility of taxed shopping (2,791), the facility of product return and cancellation (2,716), the reliable payment system (2,711), the discount of online shopping (2,303), the facility of foreign shopping (2,019). It has also been studied by the analysis of the factors that influence consumers' online shopping attitudes and the variance in which these factors differ on the basis of the province. According to this, consumers in the Artvin and Silver Islands differ significantly from consumers in other years in terms of online shopping. The two most distinguished provinces are the Army and the Silverhouse.

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