Abstract:

Online shopping have been growing very rapidly especially for last two decades and due to Covid-19 virus people prefer shopping online. It is very popular especially among young people and they tend to shop online rather than going to the shopping malls since they find it boring to walk along shopping malls. In addition, websites have many advantages and promotions and young people would like to benefit from those advantages. Therefore, it is very important for the online shopping websites to know the criteria and their weights, which affect the decisions of young people in order to manage their marketing options. In this study, first, the criteria that affect the selection of online shopping websites are determined by searching the literature and interviewing with young people from different universities. A total of 7 main criteria and their 23 sub-criteria are defined. In the second step, a questionnaire is prepared and applied to the university students in Ankara. At the last step, AHP (analytic hierarchy process) methodology is used to evaluate the questionnaire and find the weights of the criteria. Seven main criteria are sorted with respect to their importance percentages as follows: Website Quality (5.47%), Payment Methods (8.67%) Product Variety (16.15%), Delivery and guarantee (31.4%), Family Friend Affect (8.26%), Past Experiences (26.56%) and Advertisements (3.49%). Weights of 23 sub-criteria are also found. Main criteria and sub-criteria weights are analyzed and compared according to gender and income level of the students.

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