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Online shopping is a critical subject for marketing academicians and corporations. To have a sustainable competitive advantage, companies try to have strong relationships with their customers and try to learn their customers better. In this research, factors affecting online shopping decision of customers are examined, strenghts, weaknesses and sevetal benefits of online shopping are defined. Based on the dimensions found in the research considering theoretical background about online shopping; a comprehensive conceptual framework of OSE is developed. For data collection, 13 focus groups have been performed. A content analysis is conducted to analyze the results about factors affecting online shopping decision of customers in Turkey. The analysis concluded that security and privacy concepts are main concerns of online shopping process. By developing the literature of OSE using a comprehensive framework, this paper improves the knowledge about online shopping and gives new insights to e-marketing and retailing literature.
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