ONLINE SHOPPING ATTITUDE IN TURKEY: EVIDENCE FROM THE HOUSEHOLD BUDGET SURVEY

The aim of the study is to examine the determinants of online shopping attitude in Turkey within the lifestyle approach. This study clarifies the features of households associated with online shopping behaviour and this may assist policymakers to develop effective policies such as the improvement of appropriate marketing strategies aimed at keeping current online customers and attracting the new ones. The nationally representative Household Budget Survey (HBS) micro data set obtained from Turkish Statistical Institute for 2019 is used in the empirical analysis. The ordered probit model is employed to determine the factors affecting online shopping attitude of households. The analysis's findings highlight the fact that household income is the factor that has the highest impact on online shopping. Furthermore, gender, age, education level, and financial status of the household head are all key factors in online shopping behaviour, according to the results of the ordered probit model. Last, the job industry code of the household head, household type, ownership status of the house, accessibility to in-store shopping facilities and the existence of the household member who has a saving behaviour and who has a newspaper or magazines habit have statistically significant effects on online shopping behaviour.