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Abstract


THE PLACE OF E-COMMERCE IN THE GLOBALIZED WORLD AND IN THE BEHAVIOR OF UNIVERSITY STUDENTS WHEN PURCHASING CLOTHES

Electronic commerce which is a form of integration of the improvements in trade and information-communication instruments transforms the consumers’ shopping behaviors. Consumers can purchase products on the internet and can follow the fashion trends and style recommendations over mobile phones and social media. E-commerce has both positive and negative aspects on purchasing goods. As positive aspects examples could be given such as being able to do shopping everywhere and all the time, reaching global product range, comparing products and purchasing at a lower price and reaching the products in a less costly way. As for the negative impacts, examples could be given such as not being able to touch or try the product, security problems in making payments or using credit cards, having problems in returning or changing the product, problems caused by the distribution channels and technical problems arising from the internet site. The aim of this research is to determine the e-commerce preferences of university students when purchasing clothes, their benefiting from its positive aspects and behavior when purchasing clothes and the negative situations they come across with when using e-commerce by considering the place of e-commerce in the globalized world. The research is made in Eskisehir Anadolu University which is one of the greatest universities of Turkey. In collecting research data, a literature analysis and a survey comprising questions devoted to the aim of the research have been used. There are 302 students in the research sample. The research findings have been introduced under the relevant titles and in direction with statistical analyses.



Keywords
Globalization, E-commerce, Behavior of purchasing clothes, University students, Clothes



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