DEMİR. Özcan, Cem AYDEN

Elektronik ticaret; tüketici davranış ve tercihleri üzerine bir çalışma

İnternet ve bilişim teknolojilerinde yaşanan büyük gelişmeler, işletmelerin iş ve ticaret yapma şekil ve yöntemlerini de büyük oranda değiştirdi. Klasik ticaret yöntemlerinin yanında, işletmeler ve tüketiciler elektronik ortamda gerçekleştirilen ticaret faaliyetlerinin avantaj larının farkına vardılar. Günümüzde işletmeler arası ve işletme tüketici arası gerçekleştirilen elektronik ticaret faaliyetleri her geçen yıl katlanarak artmaktadır. Türkiye İstatistik Kurumu verlerine göre, 2010 yılında ülkemizde 25 milyonu aşkın internet kullanıcısı mevcuttur. Böylesine büyük bir kullanıcı rakamına rağmen ne yazıkki ülkemizdeki elektronik ticaret hacmi dünya genelindeki rakamlara ve artışlara ulaşabilmiş değildir. Bu çalışmanın amacı, yerel tüketicilerin elektronik ticarete bakış açılarını, kullanma sıklıklarım ve tercihlerini ortaya koyarak e-ticaretin gelişimi ve yaygınlaşması noktasında ipuçları elde etmektir.

Electronic Trade; A Study on Consumers’ Attitudes and Preferences

Great developments on Internet and Information Technologies, change the way to do businessand trade. In addition to conventional trade tecniques, business enterprises and consumers realized theadvantages of electronic trade. According to the TUIK’s data, more than 25 million internet users existin Turkey in 2010. Despite these huge amount of internet users, unfortunately e-trade volume in ourcountry, could not reach the amount and increase in world-wide. Aim of this study is to get clues ondevelopment and expansion of e-trade by presenting the preferences, usage and outlook of localconsumers’ to it.

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