Rapid growth of online shopping activities in recent years has required careful identifications of key factors influencing consumers’ behaviors and attitudes toward online shopping. Identifying critical factors influencing online consumer behavior is very crucial for effective customer relationship management. It is very important that online sellers clearly understand critical factors influencing online customers’ shopping intention and take necessary actions accordingly. If identified and managed properly, those critical factors can provide competitive advantage to online sellers and also increase consumers’ satisfaction level and experiences with sellers’ website. This research investigated the attitudes toward online shopping of university students in Ankara, Turkey. Internet users’ interest, evaluation, trust, intention and concerns toward online shopping were assessed by conducting survey type research. Internet users’ concerns toward online shopping were assessed by considering financial issues, product quality issues, refund issues, product delivery issues, security issues and privacy issues. Findings of this study guide online retailers which factors to focus on in order to develop successful marketing strategies for online consumers.

Consumer behavior in e-commerce platforms is one of the extensively researched area. Numerous studies in this field assessed consumer online shopping behavior from various aspects. However, literature review showed that most of the conducted studies do not carry out market segmentation analysis while accessing shopping behavior of online consumers. Therefore, the general conclusions made by these studies about consumer attitude, behavior, and decision-making process might not reflect actual behaviors of different consumer segments. In contrast to previous studies, this study initially carried out psychographic market segmentation analysis and found four different online consumer segments. Later, shopping behavior of each determined segment was assessed by using the developed behavior evaluation model. Findings of this study provide important information to e-retailers about the behavioral characteristics of each consumer segment. E-retailers can utilize this study findings to effectively allocate their marketing resources and design more successful marketing mix for each consumer segment.

This study assessed the influence of personality traits on individuals’ mobile application usage behavior in different application categories. In the assessment of personality, this study used the well-known Big Five personality traits taxonomy. The Big Five personality traits were measured by using the Mini-International Personality Item Pool scale. Rather than using participants’ self-reports about their app usage behavior, this study utilized actual app usage data that were collected via app usage tracker installed in the participants’ mobile devices. Instead of focusing on a single category of app, this study assessed the participants’ actual behavior across 10 broad and distinct categories of apps. This study showed that personality traits do play an important role in usage behavior of different mobile application categories. Results of this research show that individuals who are extravert and open to experience are more likely to spend time using photography and video editing-related mobile apps. While emotionally stable individuals are less likely to access social networking apps, conscientious individuals tend to stay away from e-commerce-related apps. This research also found that agreeableness is negatively related with access and usage of health and lifestyle mobile apps as well as Internet searching and browsing apps. Application developers and marketers can use the findings of this research to increase users’ adoption and usage rate of their apps.

B2C e-commerce is one of the fastest growing industries worldwide. A lot of studies were carried out by both scholars and practitioners in order to assess online consumers’ behavioral issues in B2C e-commerce platforms. This paper aims to organize and classify the accumulated literature on B2C e-commerce in order to determine less-researched areas and provide future research directions. For that purpose 208 peer-reviewed articles from 71 journals published between 2005 and 2014 were retrieved and analyzed. The findings of the studies are discussed within the scope of developed framework.