Özet:

The internet provides significant competitive advantages to establishments by increasing the efficiency of businesses’ activities. In this study, a four-factor scale was developed to measure to what degree apparel establishments use the internet for vital business activities such as communication, information searching, information sharing, and marketing. The scale was applied to 103 apparel establishments, which are members of the Istanbul Chamber of Industry (ISO). The analysis of the data obtained using the scale showed that apparel establishments used the internet always for communication and information searching, often for information sharing, and sometimes for marketing. Also, the establishments were found to use the internet to communicate with customers, suppliers, and wholesalers under the communication category; to obtain information about new technologies and new products under the information sharing category; to publish job postings, promote their products, and share information with wholesalers and retailers under the information sharing category; and for sales, distribution, and export under the marketing category. On a general note, it was concluded that the apparel establishments did not use the internet on a sufficient level for marketing and information sharing in particular.

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