Which One Should We Click? E-Commerce Platforms from a Consumer Perspective: A Study on Türkiye
Abstract
Increasing competition and the global epidemic of Covid-19, which shook the world deeply, increased the rate of use of electronic commerce (e-commerce) and put companies on an inevitable path. The purpose of this article is to determine the factors affecting the positioning of e-commerce platforms from the consumer perspective and to show the positions of e-commerce platforms operating in Türkiye from the consumer perspective through the help of perception maps. Qualitative and quantitative methods are applied in the research. A qualitative study was first conducted to determine the factors that are important in the branding of e-commerce platforms. Using the data obtained from this study, a questionnaire in which appropriate statements for the scale to be used in quantitative research were included scale was prepared. As a result of the data obtained by applying the prepared questionnaire scale on the target group, the dimensions were determined, and the final questionnaire practice was made to reveal the perception maps. Within the scope of the dimensions formed as a result of the survey practice, the positions of e-commerce platforms are shown through the perception maps. In the study, explanatory factor analysis was used to determine the factors affecting the positioning of e-commerce platforms. As a result of the analysis, a 7-dimensional structure emerged. However, since the factors should be clear in the perception maps, the structure has been handled in 10 dimensions, and perception maps have been created for 9 e-commerce platforms operating in Türkiye.
Keywords
E-Commerce Platforms , Positioning , Perception Maps , Multidimensional Scaling
Kaynakça
- Aaker, D. A. (1995), Building strong brands. New York: Simon and Schuster Inc.
- Arslan, E. (2009), "Hizmetlerde Konumlama ve Algılama Haritalarının Kullanılması (Erzurum'da Bankalar Üzerinde Bir Araştırma)", Yüksek Lisans Tezi Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü, Erzurum
- Beyaz, R. (2020), "Marka Konumlandırma Ve Algılama Haritaları: Televizyon Kanalları Üzerine Bir Uygulama", Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13:242-259, 10.25287/ohuiibf.592982, (Erişim Tarihi: 15.11.2022).
- Blythe, J. (2007), Advertising Creatives and Brand Personality: A Grounded Theory Perspective. Journal Of Brand Management, 14:4, 284-294.
- Ceylan, H.H. (2013), "Algı Haritaları ve Marka Konumlandırma: Dizüstü Bilgisayar Markaları Üzerine Bir Çalışma", Uşak Üniversitesi Sosyal Bilimler Dergisi, 6:3, 132-147.
- Chaffey, D. (2009), E-business and E-commerce Management: Strategy, Implementation and Practice (4. ed). Prentice Hall, Upper Saddle River.
- Coussement, K.; Demoulin, N.; Charry, K. (2011), Marketing Research With SAS Enterprise Guide. Burlington, VT: Ashgate.
- Dikmen, G. O. (2006), "Marka Konumlandırma Stratejilerinin Tüketici Satın Alma Davranışları Üzerindeki Etkilerinin Hızlı Tüketim Malları Pazarında (Özel Marka Ve Ulusal Marka Kapsamında) İncelenmesi, “Kolayda Mallar Pazarında Bir Uygulama”, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
- Ekiyor, A. (2014), "Türkiye’de Faaliyette Bulunan GSM İşletmelerinin Sundukları Hizmetlerin Algılama Haritaları Yardımıyla Konumlandırılması", İşletme Araştırmaları Dergisi, 6:1,163-182.
- Erciş, A.; Celebi, Y. (2016), "Marka Konumlandırması ve Tüketicilerin Marka Kişiliği Algıları (Erzurum'da Beyaz Eşya Sektöründe Bir Araştırma)", Uluslararası Sosyal Araştırmalar Dergisi , 9:45, 753-767.
