Value perception and buying intentions: A comparison between traditional and internet shopping

Traditional distribution channels are faced with the threats brought by the advantages of shopping on the Internet. The possibility of differences of value perception between the two alternatives, may cause a shift of shopping preference for buyers. In this study, customers of both channels are compared according to their value perceptions. Besides, this study tries to understand if the effects of value perception on consumers’ buying intentions differ between the traditional buying channel and Internet channel.In order to obtain data and test the differences, questionnaires were applied to consumers buying technology products from traditional stores and Internet stores in Istanbul. The results show that value perception positively effects the buying intentions of consumers in both channels. But, this effect was relatively high on Internet channel compared to the traditional channel.