EVALUATION OF CONSUMERS' FOOD SHOPPING BEHAVIOURS VIA ELECTRONIC COMMERCE IN KAHRAMANMARAS PROVINCE

Abstract

Electronic commerce is defined as transactions conducted by consumers in internet media. In this research, we aim to reveal electronic food shopping activities in Kahramanmaras province. This study was planned in order to evaluate the situation of consumers living in Kahramanmaraş city shopping for food through electronic commerce.

The material in this study comprises surveys of the consumers living in Kahramanmaras province in 2016. In the research, a total of 384 consumers determined by a simple random sampling method has been interviewed

In the study, 67,7% of the participants stated that they have bought some items on the internet and 17,4% of the participants have stated that they have bought food from the internet. Among consumers, 54,4% reported that they trusted online shopping. The items bought mostly on the internet are reported as dry food, regional food, and organic          food.

The study determined that there is a connection between online food shopping and income level, confidence in online shopping, use of credit cards, and reading consumer’s comments (p<0,05).

As a result, the use of electronic commerce in the food industry is increasing and new researches to reveal consumer approaches on the topic is required.