Decision to buy from online stores or brick and mortar stores: evidence from Turkish consumers

Abstract

One of the most important uses of Internet for both customers and sellers is the purchasing of goods from online stores instead of conventional brick-and-mortar stores. There are several issues consumers consider in deciding whether to buy a product from online stores or prefer actual stores. In this study, based on a questionnaire survey, we examine several factors affecting the consumers' decision to buy online or prefer the conventional stores. The results of discriminant analyses conducted on the survey data revealed that consumers who think that enough information can be gathered about products via the Internet and those who think they can easily find products on the Internet and save time by shopping from online stores tend to shop online. On the other hand, risk and security concerns about online shopping and the quality of service provided by conventional stores are important factors that lead to shopping from actual stores. Suggestions for stores conducting online sales and for brick-and-mortar stores are provided.