EVALUATION OF RELATIONSHIP BETWEEN ONLINE SHOPPING AND CONSUMER CONFIDENCE SENSE

Abstract

The main purpose of this study is to examine the relationship between online shopping and consumer trust. Survey technique was used in the research. The research population consists of individuals over the age of 18 living in the province of Düzce. Easy sampling method is used for study. The size of this sample is 400. Factor analysis, correlation analysis, ANOVA and Independent Sample T-test were performed using SPSS 21 package program. As a result of the factor analysis, three dimensions related to online shopping have emerged. These dimensions are "Online Addiction", "Payment Simplicity" and "Complexity". According to consumer trust factor analysis result, four dimensions have emerged. These dimensions are "Control", "Self-confidence", "Comfort" and "Fear". According to the results of correlation analysis; meaningful relationships were observed between online shopping and consumer trust. According to the Independent Sample T-test and ANOVA test results, meaningful differences have emerged.