Özet:

The e-commerce is one of the most significant developments in Internet application. In order to be successful in the e-commerce, marketplace organizations will require to provide high quality web sites that attract and retain users. Usability is one of the most crucial factors for evaluating the quality of the website. Hence, the evaluation methods for the effectiveness of the e-commerce web sites are critical issues in both practice and research. Private shopping is one of the concepts that serve as a members-only online shopping platform with deep discounts and well-known brands. The study has investigated four private shopping web sites which are the most famous private shopping web sites in Turkey with proposed method. In this paper, a fuzzy analytic hierarchy process (FAHP) approach is employed for evaluating the e-commerce websites, which can tolerate vagueness and uncertainty of judgment. Therefore, the insufficiency and imprecision problems associated with the conventional AHP can be solved. Hence, websites can be evaluated more reasonably. To do so, experts’ opinions and literature are considered. Totally 50 qualitative factors are identified. Only 22 of the most important factors are included in the questionnaires provided for interview in the research.

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