An Investigation of Gender Differences in E-Commerce Shopping Frequency During COVID-19: Evidence From Türkiye

Abstract

Due to the effects of the COVID-19 pandemic on people’s daily lives, individuals’ shopping habits have begun to change. This study investigates factors associated with citizens’ e-commerce shopping frequency, taking into account gender differences during COVID-19. The study utilized the Household Information Technologies Usage Survey microdata set conducted by TurkStat in 2021. Various factors related to citizens’ e-commerce shopping frequency, specifically considering gender differences during the COVID-19 period, were examined using the generalized ordered logit model. According to the research results, the frequency of e-commerce shopping inversely decreases with age for both men and women. The number of e-commerce purchases made by individuals, regardless of gender, increases in direct proportion to their education levels. Additionally, as individuals’ incomes rise, their engagement in e-commerce purchases increases. Men who actively search for information about products and services are more likely to participate in e-commerce compared to those who do not. This dynamic differs for women based on the quantity of their intakes. Regarding gender distribution, it was determined that, moving from east to west, women make more e-commerce purchases than men. For both local governments and service providers, developing healthier, sustainable, and more predictable policies and strategies for extraordinary situations such as pandemics is crucial. Businesses are recommended to build customer and supplier portfolios, focusing on areas such as platform accessibility, inventory management, distribution, transportation, and payment methods. Strengthening infrastructure and keeping systems up-to-date are also crucial for effectively responding to consumer demands.