Salgin Hastalik Süreci̇nde Tüketi̇ci̇leri̇n Çevri̇m İçi̇ Satin Alma Ni̇yetleri̇ Üzeri̇ne Bi̇r Araştirma

Abstract

With the pandemic period, there have been differences in online purchasing intention and behavior due to changes in consumers' social lives and consumption habits. The main purpose of this study is to understand the changes in the online shopping attitudes of consumers during the pandemic period and to obtain a model that will provide the intention to purchase online. The data obtained in the study were carried out with a digital questionnaire applied to 329 consumers from different age groups living in Ankara, and the findings obtained were analyzed and interpreted with the SPSS 25.0 package program. In this period, it was determined that consumers' online purchase intentions changed significantly, and product range, ease of use, satisfaction, experience, and innovation positively affected consumers' online purchasing intentions. In this context, suggestions were made to digital entrepreneurs to work more effectively in the digital market after the pandemic period.