Analysis of Factors Affecting the Attitudes of Consumers on Food Purchasing Through E-commerce

The purpose of this study was to analyze the socio-economic factors affecting the attitudes of consumers located in Tokat Province on purchasing foods through e-commerce. Logit model was used and an estimator model was developed using the data obtained from questionnaires conducted with 277 consumers. The analyses showed that average monthly food expenses of consumers was 555.70 TL and 34.66% of the consumers trust the reliability of e-commerce processes. The reliable e-commerce tendency for food purchasing increased with the higher monthly food expenses of consumers. Explanatory variables included to the constructed Logit model such as monthly food expenses, trust and education levels were significantly important. The results revealed that monthly sense of trust; average food expenses and education level of consumers have important relationship with positive attitudes of consumers. E-commerce through the purchase of food, especially promotional activities to increase and secure environment should be established.