Koronavirüs'ün (Covid-19) Türkiye'de E-Ticaret Müşteri Memnuniyetine Etkisi: Trendyol Örneği

Year 2021, Volume: 3 Issue: 1, 39 - 50, 30.06.2021

Neşe Baz Aktaş Bahadır Aktaş Adem Akbıyık

Abstract

Koronavirüs (COVID-19) pandemisi nedeniyle birçok ülkede zorunlu sosyal kısıtlamalara gidilmiştir. Kısıtlamalar nedeniyle işletmelerin faaliyetlerininin geçici olarak durdurulması sonucunda tüketiciler temel ihtiyaçlar başta olmak üzere birçok ihtiyacını e-ticaret sitelerinden tedarik etmeye başlamışlardır. E-ticaret kanallarında yaşanan yeni tüketici girişleri, yoğunluk ve kriz dönemi uygulamaları bu platformlarda kullanıcıların memnuniyetini etkileyen faktörlerde değişikliklere yol açmaktadır. Bu çalışma, Türkiye’de koronavirüs pandemi sürecinde, e-ticaret müşterilerinin memnuniyetinde yaşanan değişimi tüketici yorum ve yıldız derecelendirmelerinden yola çıkarak ortaya koymayı amaçlamaktadır. Bu kapsamda Türkiye’nin en fazla trafik alan e-ticaret sitelerinden Trendyol.com’un satışını yaptığı çeşitli kategorilerdeki ürünlere yapılan 63996 kullanıcı yorumu metin madenciliği yöntemi ile analiz edilmiştir. Elde edilen bulgulara göre, pandemi öncesinde kullanıcılar değerlendirmelerinde ürün niteliği, ürün memnuniyeti ve teslimat hızına dikkat çekmekte iken, pandemi sürecinde e-ticaret müşterilerinin satın alma karar süreçlerinde finansal olarak daha duyarlı oldukları görülmüştür. Ayrıca pandemi sürecinde e-tüketiciler yapılan yorumlardan ürün tercihinde daha sık faydalandıklarını belirtmişlerdir.

Keywords

Koronavirüs, e-ticaret, müşteri memnuniyeti, e-memnuniyet, karşılaştırma

Impact of Coronavirus (Covid-19) Outbreak on E-Commerce Customers' Satisfaction in Turkey: The Case of Trendyol

Abstract

Coronavirus (COVID-19) outbreak has resulted in mandatory social restrictions and temporary interruption of businesses in many countries. As a result, consumers started to supply their needs, especially basic needs, from e-commerce sites. Introduction of new consumers into e-commerce channels, high traffic and crisis period applications changed the satisfaction factors of the e-commerce customers. In this study, the change in e-consume costumer’s satisfaction during the pandemic period, which started with the announcement of Turkey’s first coronavirus case, was presented by comparing it to the pre-pandemic situation. In this context, 63996 user comments in various product categories of Trendyol.com, one of Turkey's highest visited e-commerce site, was analyzed using the text mining method. According to the findings, before the COVID-19 outbreak users were drawing attention to product feature, product satisfaction, and delivery speed in their comments. However, during the outbreak e-consumers were more financially sensitive in their purchasing decisions. In addition, e-consumers stated that they utilize the comments more frequently in their decision process.

Keywords

Coronavirus, e-commerce, customer satisfaction, e-satisfaction, comparison

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