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Studies on Balkan and Near Eastern Social Sciences

Edited By Rasim Yilmaz and Günther Löschnigg

This volume is a collection of empirical and theoretical research papers in the social sciences regarding the Balkans and the Near East written by researchers from several different universities and institutions. The studies include a wide range of topics from economic, financial, political, agricultural, sociological, international relations to historical, cultural, and feminist issues in the region of the Balkan and Near East. The book is aimed at educators, researchers, and students interested in the Balkan and Near Eastern countries.

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Factors Determining Customers’ Shopping Behaviour of Food Products Through E-Commerce: A Case Study (Deniz Çağla Turan / Yasemin Oraman)

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Deniz Çağla Turan1 and Yasemin Oraman2

Factors Determining Customers’ Shopping Behaviour of Food Products Through E-Commerce: A Case Study

Introduction

After its introduction into the market in 1993, e-commerce has grown exponentially and is expected to grow at an increasing rate. Business-to-Consumer (B2C) e-commerce has been contributing significantly to the growth of e-commerce; however, there are still many concerns that keep online consumers from completing transactions over B2C websites. Those concerns include issues of security, privacy, merchant legitimacy, order fulfillment, and so on (Kim and Byramjee, 2014). Since its first exposure to the public, there has been a rapid increase in the use of the Internet for different purposes, particularly for electronic trade. In such a new trade area, there are a lot of issues to be addressed with regard to the consumer’s purchasing behavior (Koyuncu and Lien, 2003).

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