Motives in Online Shopping through Digital Platforms in Textile: Risk Perception and Purchase Intention

Fig. 1

ANOVA analysis and Levene statistics

Descriptive statistics						Test of homogeneity of variances	ANOVA
		N	Mean	Std. deviation	Std. error	Levene statistic		Sum of squares	df	Mean square	F	Sig.
Risk perception	1	96	−0.320	0.804	0.082	2.211	Between groups	6.455	2	3.228	3.990	0.019
	2	45	−0.180	0.886	0.132	df1=2, df2=356	Within groups	288.013	356	0.809
	3	218	−0.014	0.941	0.064	Sig.= 0.111	Total		358
	Total	359	−0.117	0.907	0.048
Purchase intention	1	96	0.650	0.880	0.090	6.610	Between groups	7.228	2	3.614	3.488	0.032
	2	45	1.133	0.882	0.131	df1= 2, df2= 356	Within groups	368.816	356	1.036
	3	218	0.771	1.097	0.074	Sig.= 0.002	Total	376.044	358
	Total	359	0.784	1.025	0.054

Post-hoc analysis: Multiple comparisons via Games Howell test

Dependent variable	(I)Ward method	(J)Ward method	(I-J)Mean difference	Std. error	Sig.
Risk perception	Cluster/Segment 1	Cluster/Segment 2	−0.140	0.155	0.641
		Cluster/Segment 3	−0.306*	0.104	0.010
	Cluster/Segment 2	Cluster/Segment 1	0.140	0.155	0.641
		Cluster/Segment 3	−0.166	0.147	0.498
	Cluster/Segment 3	Cluster/Segment 1	0.306*	0.104	0.010
		Cluster/Segment 2	0.166	0.147	0.498
Purchase intention	Cluster/Segment 1	Cluster/Segment 2	−0.482*	0.159	0.009
		Cluster/Segment 3	−0.120	0.117	0.559
	Cluster/Segment 2	Cluster/Segment 1	0.482*	0.159	0.009
		Cluster/Segment 3	0.362*	0.151	0.049
	Cluster/Segment 3	Cluster/Segment 1	0.120	0.117	0.559
		Cluster/Segment 2	−0.362*	0.151	0.049

Digital platform and products purchased

Which online website/social media/social network did you shop on last?	f	%	What was the last textile product you bought on an online website/social media/social network?	f	%
Trendyol	92	25.7	Shoes	52	14.3
Hepsiburada	54	15.0	Clothing	15	4.2
N11	31	8.7	T-Shirt	13	3.6
Instagram	11	3.1	Sweater	10	2.8
f: frequency			Dress	10	2.8
			Others (sweatpants, shorts, shirt, coat, jersey, pants, pajamas, sweatshirt, shawl, shorts, suit, trench coat, Jumpsuit)	41	12

Descriptive statistics of online shopping motives in the cluster/segments identified

Online shopping motives	Cluster 1 N=96		Cluster 2 N=45		Cluster 3 N=218
	Mean	SD	Mean	SD	Mean	SD
1. I use an online website/social media/social network to discover and research popular or new products.	−0.39	1.248	−0.09	1.362	1.26	0.651
2. I use an online website/social media/social network to conduct price research on the product and brand.	0.25	1.163	1.31	0.848	1.40	0.815
3. I use an online website/social media/social network to follow fashion.	−0.38	1.172	−0.87	1.198	1.06	0.898
4. I use an online website/social media/social network to make shopping faster and easier.	−0.18	1.363	0.58	1.485	1.21	1.011
5. I use an online website/social media/social network to participate in competitions (such as travel, food, and holidays) that the brand organises outside of its products.	−0.64	1.085	−1.18	0.934	0.35	1.344
6. I use an online website/social media/social network to follow bloggers who promote the brand.	−0.47	1.130	−1.76	0.435	−0.05	1.390
7. I use an online website/social media/social network to get information about brand campaigns (promotion, discount, etc.)	0.30	1.185	−1.40	0.915	1.06	0.867
8. I use an online website /social media/social network to see alternative brands.	0.62	1.119	1.09	1.083	1.34	0.871
9. I use an online website/social media/social network to read reviews about the brand or its products.	0.23	1.198	0.02	1.600	1.20	0.816
10. I use an online website/social media/social network to access easily the brands I want.	0.28	1.166	1.40	0.654	1.14	0.892
11. I use an online website/social media/social network because I can benefit from customer service.	−0.45	1.085	−0.46	1.146	1.03	1.007
12. I use an online website/social media/social network because I can find the product I want at a more affordable price.	−0.34	1.143	0.93	1.031	1.32	0.691
13. I use an online website/social media/social network because I can find a product that I cannot find anywhere else.	−0.47	1.168	0.97	0.867	1.19	0.868
14. I use an online website/social media/social network because I do not have time to go shopping.	−0.39	1.105	0.32	1.144	0.66	1.126

Exploratory factor analysis and Cronbach’s Alpha

Extraction Method: Principal Component Analysis, Rotation Method: Varimax. (*reverse question)		Factor 1	Factor 2	Alpha
Risk perception	I would not feel safe shopping on an online website/social media/social network.	0.723		0.711
	There is too much uncertainty associated with shopping on an online website/social media/social networks.	0.838
	You can face some losses when you make purchases on an online website/social media/social networks.	0.813
Purchase intention	I would never consider shopping on an online website/social media/social networks again.*		0.913	0.938
	I would probably shop again via an online website/social media/social networks.		0.944
	I cannot shop online/on social media/social networks again.*		0.945

Dendrogram using Ward Linkage for online shopping motives

In the dendrogram on the left side, it is seen that there are three separate clusters according to the values observed. According to the evaluations made about the motivation criteria in online shopping, different segments were formed by dividing consumers into three separate clusters. The fact that there are three separate clusters shows that there are three separate evaluation levels for each of the online shopping motives, and these evaluations occur in three clusters at three separate levels from highest to lowest. Regardless of the standard deviation, the highest value that it can get according to the measurement scale will be 2, the average value will be 0, and the lowest value −2. For example, for motivation criterion 1, the evaluations of the individuals who make up cluster 3 are above zero by 1.26 and have a higher value than the evaluations of the individuals in other clusters. The resulting value for cluster 2 is below zero by −.09. The value that cluster 1 receives is below zero by −.39 and is lower than the assessments of individuals in other clusters. In this way, the evaluations of the individuals who make up the three clusters that arise as shown in the dendrogram for each motivation criterion can be interpreted as follows. (See Table 3)Cluster/Segment (1): Among the motivation criteria leading to online shopping, evaluation levels of criteria 3, 5, 6, 7, 9 and 11 are observed as relatively high for individuals in cluster 1 compared with those in cluster 2, but lower than those involved in cluster 3. Although, based on these criteria mentioned. they have a relatively high level of motivation compared to those in cluster 2, all but a few criteria are below zero. Although a few of them are above zero, they cannot exceed the level of 1. Therefore, in terms of all motivation criteria, cluster 1 individuals are a segment whose motivation for online shopping is at a low level.Cluster/Segment (2): Among the motivation criteria leading to online shopping, evaluation levels of criteria 1, 2, 4, 8, 10, 12, 13 and 14 are observed as relatively high for individuals in cluster 1 compared with those in cluster 2, but lower than those involved in cluster 3 (except for criterion 10). In online shopping, some motivational criteria evaluations are close to 1 or up from 1 (2, 8, 10, 12, 13) and some are close to −1 or lower than −1 (3, 5, 6, 7). Therefore, the motives that cause people in cluster 2 to make purchases online are just some of the 14 motives studied.Cluster/Segment (3): For each of the motivation criterion examined, the motivation levels of the individuals in cluster 3 are higher than the levels of those in the other two clusters. All other motivation criteria, except criteria 5, 6 and 14, are above 1. Therefore, cluster 3 individuals are a segment whose motivation for online shopping is high.