Consumer Decision-Making Process in E-Commerce: Case of Salzburg- Ankara

Abstract

In a globalized world, companies need to track the changes occur in their internal and external stakeholders in order to develop consistent strategies, structures and systems for success in e-commerce. Tracking and researching the existing and potential customers and companies as external stakeholders has become very important. This study aims to reveal a scientific approach about the purchasing decisions of e-commerce companies’ customers, to carry the e-commerce applications in Austria to Turkey, to transfer the e-commerce applications in Turkey to Austria and to contribute for the development of e-commerce. To achieve this, in-depth interviews were conducted with 16 female e-commerce users in Ankara/Turkey and in Salzburg/Austria to reveal the similarities and differences between the purchasing decision processes of different countries’ citizens. Similarities and differences in the purchasing decision processes of customers were determined for the dimensions of price compatibility, practicality, accessibility, speed, comfort, convenience and cost and suggestions are offered for the development of e-commerce in Turkey.