Özet:

Growing interest in online shopping made the subject more popular. It is now more crucial to determine what motivates people to e-shop and why traditional shoppers are ‘put off’ by e-retailers. The purpose of this empirical study is to determine factors which separate traditional shoppers from online shoppers. The analyzed factors are Hedonic Shopping, Product Risk, Attitude toward Technology and Channel Risk. The research was conducted in Turkey. The data has been collected from consumers aged above 18 by using a survey. The research sample consists of 179 consumers. Logistic regression and one-way ANOVA tests are employed to data. It is developed a statistically significant model which predicts consumers’ shopping choice. Mainly online shoppers differentiate from traditional shoppers in terms of Channel Risk and Attitude toward Technology. Some managerial implications are also shared at conclusion.

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