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Bulanık Bir Model İle Özel Alışveriş Sitelerinin Değerlendirilmesi

Year 2012, Volume: 9 Issue: 2, 35 - 47, 01.12.2012

Abstract

Sadece üyelerin avantajlı kampanyalardan faydalanabildiği kapalı devre alışveriş sistemi olarak bilinen Özel Alışveriş (Private Shopping) konsepti sınırlı sayıdaki seçkin ürünler, üyelere %80-90'a varan indirimlerle 2 ila 5 gün arasında değişen süreçlerde internette satışa sunulmaktadır. Dünyada son derece yaygın olan bu sistem ülkemizde de oldukça popüler hale gelmiştir. Bu çalışmada da çok kriterli karar verme yöntemlerinden biri olan bulanık TOPSİS yöntemini kullanarak özel alışveriş konseptine sahip sitelerin uzman karar vericilerden oluşan komite ile belirlenen kriterler bazında beğenilerine göre sıralamasını yapmaktır. Dört özel alışveriş sitesi beş uzman karar verici tarafından dizayn, bilgi içeriği, sanal işlem kalitesi ve etkileşim imkanı kriterlerine göre değerlendirilmiştir. Değerlendirme sonucu belirlenen kriterler arasından etkileşim imkanı kriterinin daha az önem atandığı tespit edilirken, kriterler arasında bilgi içeriği kriteri en yüksek derecede önemli olarak belirlenmiş ve ardından sırasıyla sanal işlem kalitesi ve dizayn gelmiştir. Değerlendirmeye tabi tutulan alışveriş sitelerinin sıralaması ise www.markafoni.com, www.trendyol.com, www.limango.com, www.daybuyday.com şeklinde olmuştur

References

  • ATASOY, Bahadır (2011), “Türkiye’de Özel Alışveriş Kupada Son Durum”, http://sosyalmedya.co/turkiyede-ozel-alisveris-infographic/, Ziyaret Tarihi:03.02.2012
  • CHEN, Chen-Tung. (2000), “Extensions of the TOPSIS for Group Decision- Making under Fuzzy Environment”, Fuzzy Sets and Systems , vol. 114, s. 1-9.
  • CHEN, Kuanchin and Yen, David C. (2004), “Improving the Quality of Online Presence Through Interactivity”, Information&Management, Vol.42, 217-226.
  • CHEN, S.J., Hwang, C.L., (1992), Fuzzy Multiple Attribute Decision Making Methods and Applications, Springer-Verlag, New York.
  • CHENG, S., Chan C.W. ve Hwang G.H. (2002), Using Multiple Criteria Decision Analysis for Supporting Decisions of Solid Waste Management, Journal of Environment Science Health, vol 37, s. 975- 990.
  • ELEREN, Ali ve C. Yılmaz (2011) , “Selection Suppliers by Fuzzy TOPSIS Model , Sample Study from Turkey”, International Journal Of Business and Social Science, vol 2, sayı 22, s.189- 200.
  • HENNIG-THURAU, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, 18 (1), Winter, 38-52
  • HSIEH, T.Y., Lu, S.T., ve Tzeng, G.-H. (2004), “Fuzzy MCDM approach for planning and design tenders selection in public office buildings”, International Journal of Project Management, vol. 22(7), s. 573–584.
  • HUIZING, Eelko K.R.E (2000), “The Content and Design of Web Sites: An Empirical Study”, Information and Management, Vol.37, 123-134.
  • HWANG, C.L., K. Yoon (1981), Multiple Attribute Decision Making Method Applications, Springer-Verlag, New York.
  • İNAN, Hilal ve DOĞAN-SÜDAŞ, Hatice (2009), “Müşteri Odaklı Web Sitelerinin Tasarlanması ve Bu Sitelerin Değerlendirilmesine İlişkin Bir Uygulama”, Marmara Üniversitesi Öneri Dergisi, Sayı.32, Cilt.8, 135-146.
  • JOERGENSEN Jesper L. ve Blythe, Jim (2003), “A guide to a more effective World Wide Web presence”, Journal of Marketing Communications, 9 (1), 45-58.
  • KIM, Jihyun, Fiore, Ann M. and Lee, Hyun-Hwa (2007), “Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer”, Journal of Retailing and Consumer Services, Vol.14, 95- 107.
  • KIM, S., Lee, K., Cho, J. K., and Kim, C.O. (2011). Agent-based diffusion model for an automobile market with fuzzy TOPSIS-based product adoption process. Expert Systems with Applications, Vol. 38, No. 6, pp. 7270-7276
  • ÖZEL ALIŞVERİŞ SİTELERİ – Alışveriş Kulüpleri (2011), http://www.prohayat.com/2011/09/07/ozel-alisveris-siteleri alisveris-kulupleri/, Ziyaret Tarihi: 20/02/2012 ÖZEL ALIŞVERİŞ SİTELERİ REKORA KOŞUYOR (2012), http://www.gazetekucukcekmece.com/ekonomi/ozel-alisveris-siteleri- rekora-kosuyor-h8953.html, Ziyaret Tarihi: 29/03/2012.
  • ROSEN, Deborah and Purinton, Elizabeth (2004), “Website Design: Viewing the Web As a Cognitive Landscape”, Journal of Business Research, Vol.57, 787-794.
  • SUN, Chia-Chi ve Grace T.R. Lin (2009), “Using fuzzy TOPSIS method for evaluating the competitive advantages of shopping websites”, Expert Systems with Applications, vol 36, sayı 9, s. 11764-11771.
  • TÜRKİYE’DE ÖZEL ALIŞVERİŞ (2011), http://sosyalmedya.co turkiyede- ozel-alisveris-infographic / Ziyaret Tarihi 29.02.2012
  • WANG, T.C., T.H. Chang (2007), “Application of TOPSIS in evaluating initial training aircraft under a fuzzy environment”, Expert Systems with Applications, vol.31(2), s. 309-319.
  • WANG, Y., Chao-Sun Kao, Li-Jen Liu (2010), “The selection of sales managers in enterprises by fuzzy multi-criteria decision-making”, AICI'10 Proceedings of the 2010 international conference on Artificial intelligence and computational intelligence: Part II .
  • YONG, D. (2006). Plant location selection based on fuzzy TOPSIS. International Journal of Advanced Manufacturing Technologies, Vol. 28, No. 7-8, s.. 323-326.

A Fuzzy Approach to Assess Private Shopping Web Sites

Year 2012, Volume: 9 Issue: 2, 35 - 47, 01.12.2012

Abstract

Private shopping clubs offer limited outstanding products to own members for sale at a 80-90% discount on the internet in between 2 to 5 days. This popular system in the World becomes popular in Turkey nowadays. The purpose of the study is to rank private shopping web sites on the basis of customer satisfaction by using fuzzy TOPSIS method, which is one of the multi-criteria decision making methods. Four private shopping web sites are assessed according to design, information content, online transaction quality and interactivity by five decision makers. According to results, interactivity criterion has less importance than the others. Information content has the highest importance and online transaction quality and design criterion come after information content sequentially. These private shopping websites www.trendyol.com, www.limango.com, www.daybuyday.com

References

  • ATASOY, Bahadır (2011), “Türkiye’de Özel Alışveriş Kupada Son Durum”, http://sosyalmedya.co/turkiyede-ozel-alisveris-infographic/, Ziyaret Tarihi:03.02.2012
  • CHEN, Chen-Tung. (2000), “Extensions of the TOPSIS for Group Decision- Making under Fuzzy Environment”, Fuzzy Sets and Systems , vol. 114, s. 1-9.
  • CHEN, Kuanchin and Yen, David C. (2004), “Improving the Quality of Online Presence Through Interactivity”, Information&Management, Vol.42, 217-226.
  • CHEN, S.J., Hwang, C.L., (1992), Fuzzy Multiple Attribute Decision Making Methods and Applications, Springer-Verlag, New York.
  • CHENG, S., Chan C.W. ve Hwang G.H. (2002), Using Multiple Criteria Decision Analysis for Supporting Decisions of Solid Waste Management, Journal of Environment Science Health, vol 37, s. 975- 990.
  • ELEREN, Ali ve C. Yılmaz (2011) , “Selection Suppliers by Fuzzy TOPSIS Model , Sample Study from Turkey”, International Journal Of Business and Social Science, vol 2, sayı 22, s.189- 200.
  • HENNIG-THURAU, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco and Gremler, Dwayne D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, 18 (1), Winter, 38-52
  • HSIEH, T.Y., Lu, S.T., ve Tzeng, G.-H. (2004), “Fuzzy MCDM approach for planning and design tenders selection in public office buildings”, International Journal of Project Management, vol. 22(7), s. 573–584.
  • HUIZING, Eelko K.R.E (2000), “The Content and Design of Web Sites: An Empirical Study”, Information and Management, Vol.37, 123-134.
  • HWANG, C.L., K. Yoon (1981), Multiple Attribute Decision Making Method Applications, Springer-Verlag, New York.
  • İNAN, Hilal ve DOĞAN-SÜDAŞ, Hatice (2009), “Müşteri Odaklı Web Sitelerinin Tasarlanması ve Bu Sitelerin Değerlendirilmesine İlişkin Bir Uygulama”, Marmara Üniversitesi Öneri Dergisi, Sayı.32, Cilt.8, 135-146.
  • JOERGENSEN Jesper L. ve Blythe, Jim (2003), “A guide to a more effective World Wide Web presence”, Journal of Marketing Communications, 9 (1), 45-58.
  • KIM, Jihyun, Fiore, Ann M. and Lee, Hyun-Hwa (2007), “Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer”, Journal of Retailing and Consumer Services, Vol.14, 95- 107.
  • KIM, S., Lee, K., Cho, J. K., and Kim, C.O. (2011). Agent-based diffusion model for an automobile market with fuzzy TOPSIS-based product adoption process. Expert Systems with Applications, Vol. 38, No. 6, pp. 7270-7276
  • ÖZEL ALIŞVERİŞ SİTELERİ – Alışveriş Kulüpleri (2011), http://www.prohayat.com/2011/09/07/ozel-alisveris-siteleri alisveris-kulupleri/, Ziyaret Tarihi: 20/02/2012 ÖZEL ALIŞVERİŞ SİTELERİ REKORA KOŞUYOR (2012), http://www.gazetekucukcekmece.com/ekonomi/ozel-alisveris-siteleri- rekora-kosuyor-h8953.html, Ziyaret Tarihi: 29/03/2012.
  • ROSEN, Deborah and Purinton, Elizabeth (2004), “Website Design: Viewing the Web As a Cognitive Landscape”, Journal of Business Research, Vol.57, 787-794.
  • SUN, Chia-Chi ve Grace T.R. Lin (2009), “Using fuzzy TOPSIS method for evaluating the competitive advantages of shopping websites”, Expert Systems with Applications, vol 36, sayı 9, s. 11764-11771.
  • TÜRKİYE’DE ÖZEL ALIŞVERİŞ (2011), http://sosyalmedya.co turkiyede- ozel-alisveris-infographic / Ziyaret Tarihi 29.02.2012
  • WANG, T.C., T.H. Chang (2007), “Application of TOPSIS in evaluating initial training aircraft under a fuzzy environment”, Expert Systems with Applications, vol.31(2), s. 309-319.
  • WANG, Y., Chao-Sun Kao, Li-Jen Liu (2010), “The selection of sales managers in enterprises by fuzzy multi-criteria decision-making”, AICI'10 Proceedings of the 2010 international conference on Artificial intelligence and computational intelligence: Part II .
  • YONG, D. (2006). Plant location selection based on fuzzy TOPSIS. International Journal of Advanced Manufacturing Technologies, Vol. 28, No. 7-8, s.. 323-326.
There are 21 citations in total.

Details

Other ID JA79ER93YK
Journal Section Research Article
Authors

Berna Kiran Bulğurcu This is me

Publication Date December 1, 2012
Published in Issue Year 2012 Volume: 9 Issue: 2

Cite

APA Bulğurcu, B. K. (2012). Bulanık Bir Model İle Özel Alışveriş Sitelerinin Değerlendirilmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 9(2), 35-47.