AKILLI TELEFON SEÇİM FAKTÖRLERİNİN BÜTÜNLEŞİK YAPISAL EŞİTLİK MODELİ - ANALİTİK HİYERARŞİ SÜRECİ İLE İNCELENMESİ

Year 2019, Issue: 23, 113 - 130, 09.04.2019

Selçuk Perçin , Mehmet Serhat Pancaroğlu

https://doi.org/10.18092/ulikidince.476865

Cited By: 4

Abstract

Dünya, Dördüncü Sanayi Devrimi’ne hazırlık
yaparken; teknolojik gelişmeler büyük bir ivme kazanmıştır. Her geçen gün
büyüyen ve farklılaşan akıllı telefon pazarı gün geçtikçe gelişmekte,
seçenekler artmaktadır. Karar vermek, seçeneklerin artması ve karmaşıklaşması
nedeniyle zorlaşmaya başlamıştır. Çalışmanın amacı etkin bir Çok Kriterli Karar
Verme (ÇKKV) modeli önermektir. Bu amaçla, bütünleşik Yapısal Eşitlik Modeli
(YEM) – Analitik Hiyerarşi Süreci (AHS) kullanılmıştır. Akıllı telefon seçimini
etkileyen 4 kriter ve 16 alt kriter kullanılmıştır. Kriterler ve alt kriterler
YEM’den elde edilen bilgilere göre sıralanmıştır. Alternatiflerin alt
kriterlere göre ikili karşılaştırmaları ve alternatiflerin sıralanması ise AHS
ile gerçekleştirilmiştir. Çalışma sonucunda maliyet, fiziksel, teknik ve kalite
kriterlerinin akıllı telefon seçimi üzerinde anlamlı etkilerinin olduğu
sonucuna varılmıştır. Ayrıca, karar vericinin akıllı telefon tercihlerini en
üst düzeyde etkileyen kriter kalite, etkisi en fazla olan alt kriterler ise
marka imajı ve estetik kriterleridir. Oluşturulan model son yıllarda Türkiye ve
dünyada en fazla satış yapan iki marka üzerinde uygulanmıştır.

Keywords

Akıllı Telefon, Analitik Hiyerarşi Süreci (AHS), Yapısal Eşitlik Modeli (YEM)

ANALYZING SMARTPHONE CHOOSING FACTORS WITH HYBRID STRUCTURAL EQUATION MODELLİNG – ANALYTIC HIERARCHY PROCESS

Abstract

While the world is
preparing for the Fourth Industrial Revolution; technological developments have
gained momentum. The smartphone market which continues improving and
differentiating is growing day by day, and the number of options are
increasing. Making a decision has begun to become difficult because of the
number and complexity of options. The purpose of the study is to recommend an
effective Multi Criteria Decision Making (MCDM) model. For this purpose, an
integrated Structural Equation Model (SEM) - Analytic Hierarchy Process (AHP)
was used in this study. 4 criteria and 16 sub-criteria were used to influence
smartphone selection. Criteria and sub-criteria are listed according to the
results of SEM. Binary comparisons of alternatives according to sub-criteria
and ranking of alternatives were calculated with AHP. It has been reached that
cost, physical, technical and quality criteria have a significant effect on
smart phone selection, as a result. Also; quality is the criterion that affects
the decision maker's smart phone preferences at the highest level, and the
sub-criteria with the greatest effects are the brand image and esthetic. The
proposed model has been applied for two brands which have highest-selling
quantities in Turkey and also in the world, in last few years.

Keywords

Smartphone, Analytic Hierarchy Process (AHP), Structural Equation Modelling (SEM)

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