DETERMINING CRITERIA WEIGHTS AT ONLINE SHOPPING WEBSITE SELECTION FROM THE PERSPECTIVE OF YOUNG PEOPLE

Öz

Online shopping have been growing very rapidly especially for last two decades and due to Covid-19 virus people prefer shopping online. It is very popular especially among young people and they tend to shop online rather than going to the shopping malls since they find it boring to walk along shopping malls. In addition, websites have many advantages and promotions and young people would like to benefit from those advantages. Therefore, it is very important for the online shopping websites to know the criteria and their weights, which affect the decisions of young people in order to manage their marketing options. In this study, first, the criteria that affect the selection of online shopping websites are determined by searching the literature and interviewing with young people from different universities. A total of 7 main criteria and their 23 sub-criteria are defined. In the second step, a questionnaire is prepared and applied to the university students in Ankara. At the last step, AHP (analytic hierarchy process) methodology is used to evaluate the questionnaire and find the weights of the criteria. Seven main criteria are sorted with respect to their importance percentages as follows: Website Quality (5.47%), Payment Methods (8.67%) Product Variety (16.15%), Delivery and guarantee (31.4%), Family Friend Affect (8.26%), Past Experiences (26.56%) and Advertisements (3.49%). Weights of 23 sub-criteria are also found. Main criteria and sub-criteria weights are analyzed and compared according to gender and income level of the students.

Anahtar Kelimeler

• AHP
• Criteria for online shopping
• Selection of online shopping website

GENÇ İNSANLARIN PERSPEKTİFİNDEN ONLİNE ALIŞVERİŞ SİTELERİ SEÇİMİNDEKİ KRİTER AĞIRLIKLARININ BELİRLENMESİ

Öz

Online alışveriş son iki asırdır çok hızlı büyümekte olup Covid-19 salgını yüzünden insanlar online alışverişi tercih etmektedir. Bu özellikle genç insanlar arasında çok popülerdir ve gençler alışveriş merkezlerine gitmek yerine online alışveriş yapma eğilimi içindedir çünkü alışveriş merkezlerinde yürümeyi sıkıcı bulmaktadırlar. Buna ilave olarak, alışveriş siteleri bir çok avantaj ve promosyon içermekte ve genç insanlar bu avantajlardan yararlanmak istemektedirler. Bu nedenle, online alışveriş siteleri için gençlerin kararlarını etkileyen kriterleri ve bunların ağırlıklarını bilmeleri pazarlama stratejilerine karar vermeleri açısından önem arz etmektedir. Bu çalışmada, literatür taranarak ve genç insanlarla görüşmeler yapılarak online alışveriş sitesi seçim kriterleri tanımlanmıştır. Toplamda 7 ana ve 23 alt kriter belirlenmiştir. İkinci adımda, bir anket hazırlanarak Ankara’da bulunan öğrencilere uygulanmıştır. Son aşamada, AHP metodu anketi değerlendirmek ve kriter ağırlıklarını bulmak için kullanılmıştır. 7 ana kriterin önem dereceleri şöyle bulunmuştur: Web sitesi kalitesi (%5,47), Ödeme Yöntemleri (%8,67), Ürün Çeşitliliği (%16,15), Ürün gönderimi ve Garanti (%31,4), Aile ve Arkadaş Etkisi (%8,26), Geçmiş Deneyim (%26,56), ve Reklamlar (%3,49). Ayrıca 23 alt kriterin ağırlıkları da bulunmuştur. Ana kriter ve alt kriter ağırlıkları öğrencilerin cinsiyet ve gelir seviyelerine göre analiz edilmiş ve karşılaştırılmıştır.

Anahtar Kelimeler

• AHP
• Online alışveriş kriterleri
• Online alışveriş sitesi seçimi

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