Akademik Veri Yönetim Sistemi
SAGE OPEN, cilt.14, sa.4, 2024 (SSCI)
Due to the effects of the COVID-19 pandemic on people's daily lives, individuals' shopping habits have begun to change. This study investigates factors associated with citizens' e-commerce shopping frequency, taking into account gender differences during COVID-19. The study utilized the Household Information Technologies Usage Survey microdata set conducted by TurkStat in 2021. Various factors related to citizens' e-commerce shopping frequency, specifically considering gender differences during the COVID-19 period, were examined using the generalized ordered logit model. According to the research results, the frequency of e-commerce shopping inversely decreases with age for both men and women. The number of e-commerce purchases made by individuals, regardless of gender, increases in direct proportion to their education levels. Additionally, as individuals' incomes rise, their engagement in e-commerce purchases increases. Men who actively search for information about products and services are more likely to participate in e-commerce compared to those who do not. This dynamic differs for women based on the quantity of their intakes. Regarding gender distribution, it was determined that, moving from east to west, women make more e-commerce purchases than men. For both local governments and service providers, developing healthier, sustainable, and more predictable policies and strategies for extraordinary situations such as pandemics is crucial. Businesses are recommended to build customer and supplier portfolios, focusing on areas such as platform accessibility, inventory management, distribution, transportation, and payment methods. Strengthening infrastructure and keeping systems up-to-date are also crucial for effectively responding to consumer demands. Gender differences in e-commerce shopping frequency during COVID-19Due to the COVID-19 pandemic's effects on people's daily lives, individuals' shopping habits have begun to change. In the literature, studies examining the impact of COVID-19 on purchases made on e-commerce platforms generally concentrate on risk, benefit, usability, anxiety, privacy, security, and dependability. There are insufficient studies examining the effect of gender, one of the demographic factors included in almost every scientific research, on e-commerce purchases, particularly from developing countries' perspectives. Little is known about the online purchases made by Turkish citizens during the COVID-19 period. This is, to the best of our knowledge, the first study to determine the factors affecting the frequency of online shopping by citizens in T & uuml;rkiye according to gender differences during the pandemic. This study examines various factors associated with the frequency of online purchases made by individuals, considering gender differences during the COVID-19 pandemic. For this purpose, a rich data set was used to model the factors affecting e-commerce purchases by Turkish citizens. According to the research results, during the COVID-19 pandemic, variables such as age, education level, income level, social media use, e-commerce use, e-government use, online financial transaction status, household size, and region affected individuals' e-commerce purchases. It was determined that it was associated with delivery frequency. In terms of the future of e-commerce platforms, the development of strategies that focus on gender differences by closely monitoring all variables that affect consumer perceptions, habits and behaviors is critical for the future of the sector as well as providing ease of individual adaptation.