Relationship Between Internet Usage, E-Skills, Personal Data Protection and Demographics Variables with Preference of E-Commerce

Abstract

According to statistics, approximately 46% of the world's population, in other words 3.4 billion people, have become internet users. While the world population has increased by an average of 1.1% per year since 2000, the total number of internet users, which we call the internet population, has increased by approximately 13.2% every year and the spread of the internet has continued rapidly. E-commerce stands out as an attractive channel for many companies that want to start a business or increase their sales, because it can be implemented quickly and does not bear the costs of conventional retail. As a matter of fact, this study was conducted to investigate the relationship between various individual internet usage and electronic skills, personal data protection sensitivity, and some demographic characteristics and e-commerce preferences of individuals. For this purpose, the MNP model was used to investigate the determinants of e-commerce (internet place to buy goods) preferences. According to the findings obtained from the MNP model, regional differences, gender, internet usage skills (email, reading news online, searching for information about health, web site sharing, job search, selling goods and services) in e-commerce preference, computer-mobile skills (banking, file transfer, application installation, photo editing), and personal data security (preventing the use of personal information and reading privacy text) have been determined to have significant effects

Keywords

• e-commerce preference
• internet usage
• e-skills
• personal data protection
• qualitative choice models