ATTITUDES TOWARD ONLINE SHOPPING FROM THE ASPECTS OF PERSONAL CHARACTERISTICS AND SHOPPING MOTIVE THROUGH A DEVELOPING CONCEPT: PRIVATE SHOPPING

Yıl 2011, Cilt: 3 Sayı: 2, 201 - 210, 01.12.2011

Miray Baybars , Elif Ustundaglı

Öz

Private shopping is one of the concepts that serve as a members-only online
shopping platform with deep discounts and well-known brands. The aim of this
paper is to determine whether consumers’ need for uniqueness and innovativeness
as a personal trait and price discount orientation affect consumer attitudes
toward private shopping and their purchase decision or not. Research results
revealed that need for uniqueness and innovativeness affect positive attitudes
towards private shopping positively. However price discount orientation is a
foremost factor that both effect attitude positively and also directly explain
shopping behavior.

Anahtar Kelimeler

Private Shopping, Innovativeness, Need for Uniqueness, Price Discount Orientation, Consumer Attitudes

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