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  Citation Number 6
 Views 32
 Downloands 17
B2C ONLİNE ALIŞVERİŞ SİTELERİNİN SEÇİM KRİTERLERİNİN AHP YÖNTEMİ İLE BELİRLENMESİ
2020
Journal:  
Kesit Akademi Dergisi
Author:  
Abstract:

Araştırma kapsamında, Türkiye de Pazar hacmi sıralamasına göre önde gelen ilk dört online alışveriş sitesinin 30 uzmanına, “tüketicilerin herhangi bir online alışveriş sitesinin seçerken değerlendirdiği kriterler” açık uçlu bir şekilde sorulmuştur. Elde edilen cevapların değerlendirilmesinde, içerik analizi yöntemi kullanılmıştır. Online alışveriş sitelerinin seçim kriterlerine dair elde edilen cevaplar ile literatür taramaları neticesinde, çeşitli anahtar kelimeler (kriterler) belirlenmiştir. Bu doğrultuda belirlenen kriterlerin daha sonra ise 392 online alışveriş tüketicisi tarafından değerlendirilmesi istenmiştir. Nihayetinde elde edilen veriler, SPSS ile tanımlayıcı, betimleyici ve güvenilirlik analizlerine; AHP ile ise ağırlıklandırmaya tabii tutulmuştur. AHP analizi neticesinde ise online alışveriş sitelerinin seçim kriterleri önem derecesine göre ağırlıklandırılarak, belirlenmiştir.

Keywords:

B2C Online Sites Selection Criteria by AHP Method
2020
Author:  
Abstract:

In the framework of the study, 30 experts from the top four online shopping sites in Turkey, according to the market volume ranking, were openly asked "the criteria consumers assess when choosing any online shopping site". In the assessment of the received answers, the content analysis method was used. Results for the selection criteria of online shopping sites and literary scans, various keywords (criteria) have been determined. The criteria set in this direction were later asked to be assessed by 392 online shopping consumers. The data obtained in the end, with SPSS, is kept to identify, illustrate and reliability analyses; and with AHP, it is to be emphasized. As a result of the AHP analysis, the criteria for the selection of online shopping sites are determined by weighting according to the degree of importance.

Keywords:

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Kesit Akademi Dergisi

Field :   Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri

Journal Type :   Uluslararası

Metrics
Article : 1.037
Cite : 1.576
2023 Impact : 0.16
Kesit Akademi Dergisi