Abstract:

One way of understanding consumer behavior, which is one of the cornerstones of marketing, is to learn how consumers decide to purchase. Over the years, the increase in the rate at which individuals turn to online shopping makes it necessary to understand how purchasing decision styles occur online and to study this issue in depth. Based on this development, the main purpose of the study is to investigate the online decision-making styles of consumers in terms of socio-demographic characteristics such as gender, marital status, age, education level, occupation, monthly family income and to determine whether there is a significant difference. For this purpose, data were collected from 341 participants using the online questionnaire method. Hypotheses were tested using independent sample T-test and one-way analysis of variance (ANOVA) from parametric tests with higher statistical power due to the normal distribution of the data. According to the results of the analysis, it was determined that the online purchasing decision styles of consumers at the 5% significance level have a significant difference according to gender, marital status, age, occupation, monthly family income level, but not according to the education level.

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