Examining the Factors Affecting the Problem of Experiencing Difficulties while Online Shopping in Turkey with Categorical Data Analysis

Abstract

The growth of Internet use, along with the ever-evolving and changing technology, has shifted trade made by traditional methods to electronic media. Although there are several definitions, online shopping can be defined as any step in the reciprocal exchange of money, commodities, or services between the buyer and seller through the use of internet technologies. Online shopping has evolved into one of the most important mega-trends in the world economy, with a broad scope. The scope of Internet buying activities is quite broad, extending from individuals to other businesses, governments, and other relevant organizations, and it is possible to reach any market or consumer through quick communication. As a result, economic, political, legal, institutional, cultural, social, and other aspects influence online shopping activities. When purchasing goods or services through the Internet, buyers encounter a variety of problems. The goal of this study is to look into the socio-demographic and economic elements that are important in cases when people experience problems with their online purchases. The study used a micro data set from the 2021 Information and Communication Technology Usage Survey in Households conducted by Turkey Statistical Institute. The research's sampling method is a 2-stage stratified cluster sampling. The factors connected to the problems individuals have with online purchases have been determined using binary logistic regression analysis. In the last three months, 52.4% of the men in the research said they had problems with purchases made through the website or mobile application. According to the study, 51.9% of individuals in the eastern region reported having difficulty with transactions made through the website or mobile application. As a result of the research, it has been discovered that education level, income level, age, gender, profession, family size, financial transactions conducted over the Internet, and regional characteristics are all linked to experiencing problems with online shopping.