Time-Saving as A Motivator for Consumption via Digital Platforms: Istanbul Example in the Consuming of Clothes

Abstract

Though women have become more involved in public life, this did not serve to lighten their private workload and “motherhood and housework” have continued to be their primary duties. For women trying to tackle the responsibilities of both the private and the public aspects of life, “time” is one of the most important resources. In this study, the demographic features of women doing their shopping of clothes and accessories through the internet to save time was researched. Subjects of this research were 400 women, living in the 16 districts of Istanbul with the highest socioeconomic level. The data gathering method used in this research was face to face surveying. The results that were obtained through field research indicate that the internet was used in consuming clothing and accessories to save time by working women at the age of 30 and above, who are married and have children.