INTERNET SHOPPING: THE EFFECT OF DEMOGRAPHİC FACTORS AND INDIVIDUAL REQUIREMENTS: AN EMPIRICAL ASSESMENT

For the firms trying to reach their customers online, it is necessary and important to know the reasons behind these individuals’ behaviors to shop on the internet and prefer not to shop on the internet. it is also obvious that individuals’ attitudes and perceptions on technology usage and adoption would shape these firms’ strategic, managerial and technological decisions. various studies on internet shopping revealed that online shopping behavior diversifies with individual shoppers’ characteristics. in this study, socio-demographic factors effecting the most frequently purchased item on the internet is cd/dvd and the most used service is online banking. the major benefit of online shopping is the complete perceived control and decision making ability of individual. besides, gender, marital status, income, internet usage frequency, internet usage experience and the place where internet is accessed have appear to affect individual’s online shopping behavior.