Dynamics of E-Commerce Marketplace Websites: Shift in Covid-19 Pandemic

Yıl 2021, , 205 - 226, 01.04.2021

Ramazan Nacar , Kadir Özdemir

https://doi.org/10.17153/oguiibf.867263

Cited By: 5

Öz

This study investigates the relations between variables of e-commerce marketplace websites and the effect of the Covid-19 pandemic on those relations. Based on the secondary data of 16 e-commerce marketplace websites for different periods of the Covid-19 pandemic (February-May-October 2020), a model and hypotheses were tested with canonical correlation analysis. It was found that there is a strong relationship between the independent variable set (website technical features, access to the website, and social media usage) and the dependent variable set (website usage statistics), and this relationship has been repeatedly found in different months. Besides, it is seen that different website features emerged and the relationship structure between variables changed in the months examined.

Anahtar Kelimeler

E-commerce, E-commerce marketplaces, Website features, Covid-19 pandemic

E-Ticaret Pazaryeri Web Sitelerinin Dinamikleri: Covid-19 Pandemi Sürecindeki Değişim

Öz

Bu çalışma e-ticaret pazaryeri web sitelerine ait değişkenler arasındaki ilişkileri ve Covid-19 pan-demisinin söz konusu ilişkilere etkisini analiz et-mektedir. Araştırmanın örneklemi olan 16 e-ticaret pazaryeri web sitesinin Covid-19 pandemisinin farklı dönemlerine (Şubat-Mayıs-Ekim 2020) ait ikincil verileriyle geliştirilen model ve hipotezler kanonik korelasyon analiziyle test edilmiştir. Çalış-ma sonucunda bağımsız değişkenler seti (web sitesi teknik özellikleri, siteye giriş kaynakları ve sosyal medya kullanımı) ile bağımlı değişkenler seti (web sitesi kullanım istatistikleri) arasında güçlü ilişki olduğu ve bu ilişkinin farklı aylar itibariyle tekrarla-dığı bulgusuna ulaşılmıştır. Ayrıca, incelenen aylar-da farklı web sitesi özelliklerinin öne çıktığı ve değişkenler arası ilişki yapısının pandemi sürecinde değiştiği görülmektedir.

Anahtar Kelimeler

E-ticaret, E-ticaret pazaryerleri, Web sitesi özellikleri, Covid-19 pandemisi

Kaynakça

• Albuquerque, A. B., & Belchior, A. D. (2002). E-commerce website quality evaluation. Conference Proceedings of the EUROMICRO, (February 2002), 294–300.
• Almousa, M. (2013). Barriers to e-commerce adoption: Consumers’ perspectives from a developing country. iBusiness, 05(02), 65–71.
• Barkatullah, A. H., & Djumadi. (2018). Does self-regulation provide legal protection and security to e-commerce consumers? Electronic Commerce Research and Applications, 30(May), 94–101.
• Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Naqvi, S. M. Raza, & Bilal, M. (2020). E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449–1452.
• Bilal, M., Yu, Z., Song, S., & Wang, C. (2019). Evaluate accessibility and usability issues of particular China and Pakistan government websites. 2019 2nd International Conference on Artificial Intelligence and Big Data, ICAIBD 2019, 316–322.
• Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer heterogeneity and paid search effectiveness: A large-scale field experiment. Econometrica, 83(1), 155–174.
• Bodkin, C. D., & Perry, M. (2004). Goods retailers and service providers : comparative analysis of web site marketing communications. 11, 19–29.
• Boulte, A. (2020). Mobil sitenizi hızlandırmak karlılığınızı nasıl artırır ?. https://www.thinkwithgoogle.com/intl/tr-tr/pazarlama-stratejileri/uygulama-ve-mobil/mobile-sayfa-hizi-verisi/. Erişim tarihi: 16.12.2020.
• Carmona, C. J., Ramírez-Gallego, S., Torres, F., Bernal, E., Del Jesus, M. J., & García, S. (2012). Web usage mining to improve the design of an e-commerce website: OrOliveSur.com. Expert Systems with Applications, 39(12), 11243–11249.
• Cao, M., Zhang, Q., Seydel, J., Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality : an empirical examination B2C e-commerce web site quality : an empirical examination. Industrial Management and Data System Emerald Article, 105(5), 645-661.
• Chakraborty, R., Lee, J., Bagchi-sen, S., Upadhyaya, S., & Rao, H. R. (2016). Online shopping intention in the context of data breach in online retail stores : An examination of older and younger adults. Decision Support Systems, 83, 47–56.
• Chaudhary, H. (2020). Analyzing the paradigm shift of consumer behavior towards e-commerce during pandemic lockdown. Available at SSRN 3664668.
• Chen, J. C. V., Lin, C., Wu, Y. S., (2013). Electronic word of mouth: The moderating roles of product involvement and brand image, Proceeding of 2013 International Conference on Technology Innovation and Industrial Management, Phuket, Thailand, 29- 47.
• Chen, S., & Lin, C. (2019). Technological Forecasting & Social Change Understanding the effect of social media marketing activities : The mediation of social identification , perceived value , and satisfaction. Technological Forecasting & Social Change, 140(November 2018), 22–32.
• Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information and Management, 55(5), 621–632.
• Choshin, M., & Ghaffari, A. (2017). An investigation of the impact of effective factors on the success of e-commerce in small- and medium-sized companies. Computers in Human Behavior, 66, 67–74.
• Choudhury, M. M., & Choudhury, A. M. (2010). Identification of the characteristics of e-commerce websites. Webology, 7(1), 1–10.
• Chow, D. C. K. (2020). Alibaba, amazon, and counterfeiting in the age of the internet. Northwestern Journal of International Law and Business, 40(2), 157–202.
• Çelik, T. (2019). Elektronik ticaret ve rekabet hukuku kapsamında çok taraflı pazar yerleri, Maltepe Üniversitesi Sosyal Bilimler Enstitüsü. Yayımlanmış Yüksek Lisans Tezi. İstanbul.
• Danaher, P. J., Mullarkey, G. W., & Essegaier, S. (2006). Factors affecting web site visit duration: A cross-domain analysis. Journal of Marketing Research, 43(2), 182–194.
• Dhar, J., & Jha, A. K. (2014). Analyzing social media engagement and its effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment, 24(7), 791–798.
• Dias, J. P., & Ferreira, H. S. (2017). Automating the extraction of static content and dynamic behaviour from e-commerce websites. Procedia Computer Science, 109, 297–304.
• Duygun, A., & Şen, E. (2020). Evaluation of consumer purchasing behaviors in the COVID-19 pandemic period in the context of Maslow ’ s hierarchy of needs. Pazarlama Teorisi ve Uygulamaları Dergis, 6(1), 45–68.
• Egger, S., Hobfeld, T., Schatz, R., & Fiedler, M. (2012). Waiting times in quality of experience for Web based services. In 4th International workshop on quality of multimedia experience (QoMEX 2012). Yarra Valley, Australia
• Egri, G., & Bayrak, C. (2014). The role of search engine optimization on keeping the user on the site. Procedia - Procedia Computer Science, 36, 335–342
• Elisa, N. (2017). Usability, accessibility and web security assessment of E-government websites in Tanzania. International Journal of Computer Applications, 164(5), 42–48.
• Fagan, J. C. (2014). The suitability of web analytics key performance indicators in the academic library environment. Journal of Academic Librarianship, 40(1), 25–34.
• Gangeshwer, D. K. (2013). E-Commerce or internet marketing: A business review from Indian context. International Journal of u- and e-Service, Science and Technology, 6(6), 187–194
• GTmetrix (2020). How fast does your website load? Find out with GTmetrix. https://gtmetrix.com/. Erişim tarihi: Şubat-Mayıs-Ekim 2020.
• Gupta, A. (2014). E-commerce: Role of e-commerce in today's business. International Journal of Computing and Corpo-rate Research, 4(1), 1-8.
• Güler, D. (2019). Web sitenize trafik çekmenin detaylı anlatımla 27 yolu. https://dogucanguler.com/web-sitenize-trafik-cekmenin-detayli-anlatimla-27-yolu/. Erişim tarihi: 20.11.2020.
• Günay, M. (2012). Domain Yaşının Önemi. https://www.mucahitgunay.com.tr/blog/domain-yasinin-onemi.html Erişim tarihi: 24.12.2020.
• Hasan, L., Morris, A., & Probets, S. (2009). Using google analytics to evaluate the usability of e-commerce sites. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5619 LNCS, 697–706.
• Hasanat, M. W., Hoque, A., Shikha, F. A., & Anwar, M. (2020). The impact of coronavirus ( Covid-19 ) on e-business in Malaysia. Asian Journal of Multidisciplinary Studies, 3(1), 85–90.
• Heinen, J. (1996). Internet marketing practices. Information Management & Computer Security, 4(5), 7–14.
• Hsu, M. H., Chang, C. M., Chu, K. K., & Lee, Y. J. (2014). Determinants of repurchase intention in online group-buying: The perspectives of DeLone & McLean is success model and trust. Computers in Human Behavior, 36, 234–245.
• İsayev, O., Nart, Ö. (2019). A’dan Z’ye e-ihracat, İstanbul, World Ecommerce Forum Yayınları.
• İyiler, Z. (2009). Elektronik ticaret ve pazarlama, ihracatta internet zamanı. Ankara: İGEME
• Kiyea, C., & Bolatito Yusuf, A. (2014). Usibility evaluation of some selected Nigerian universitie’s websites. International Journal of Computer Applications, 104(3), 6–11.
• Kotler, P., Kartajaya, H., and Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. New Jersey: Jhon Wiley&Son.
• Kuşat, N. (2016). İşletmeden işletmeye (B2B) elektronik pazar yerleri ve gelişmekte olan ülkelerin dış ticaretinde uygulanabilirliği, Yönetim ve Ekonomi Dergisi, 23(3), 691-709.
• Manhas, J. (2013). A study of factors affecting websites page loading speed for efficient web performance. International Journal of Computer Sciences and Engineering, 1(3), 32–35.
• Marangoz, M., (2014), İnternette pazarlama, İstanbul, Beta Yayıncılık.
• Nicholas, D., Huntington, P., & Williams, P. (2002). Evaluating metrics for comparing the use of web sites: A case study of two consumer health web sites. Journal of Information Science, 28(1), 63–75.
• Niranjanamurthy, M., Kavyashree, N., & Chahar, S. J. D. (2013). Analysis of e-commerce and m-Commerce: Advantages, limitations and security issues. International Journal of Advanced Research in Computer and Communication Enginee-ring, 2(6), 2360–2370.
• Nwokah, N.G. and Ntah, S.W. (2017) Website quality and online shopping of e-tail stores in Nigeria. Journal of Service Science and Management, 10, 497-517.
• Omidvar, A., M., Reza Mirabi, V., & Shokry, N. (2011). Analyzing the impact of visitors on page views with Google Analytics. International journal of Web & Semantic Technology, 2(1), 14–32.
• Oypan, S. (2020). E-ticarette marka bilinirliği nasıl artırılır? https://www.ideasoft.com.tr/marka-bilinirligi-nasil-artirilir/. Erişim tarihi: 02.12.2020.
• Özbek, A., Esmer, Y. (2019). Hazır giyim işletmelerinin e-pazar yeri kullanımlarının teknoloji kabul modeli ile incelenme-si. International Conferences on Social Science Research (ICONSR 2019), 26-30 August 2019 Prizren – Kosovo
• Pakkala, H., Presser, K., & Christensen, T. (2012). Using Google Analytics to measure visitor statistics: The case of food composition websites. International Journal of Information Management, 32(6), 504–512.
• Pantelimon, F., Georgescu, T., & Posedaru, B.-Ş. (2020). The impact of mobile e-commerce on GDP: A comparative analysis between Romania and Germany and how Covid-19 influences the e-commerce activity worldwide. Informatica Economică vol., 24(2), 27–41.
• Park, C., & Lee, M., T. (2009). Information direction , website reputation and eWOM effect : A moderating role of product type. Journal of Business Research, 62(1), 61–67.
• Plaza, B. (2011). Google Analytics for measuring website performance. Tourism Management, 32(3), 477–481.
• Poulos, M., Korfiatis, N., & Papavlassopoulos, S. (2020). Assessing stationarity in web analytics: A study of bounce rates. Expert Systems, 37(3), 1–13.
• Rababah, O., & Masoud, F. (2010). Key factors for developing a successful e-commerce website. Communications of the IBIMA, 2010, 1–9.
• Rakhmawati, N. A., Ferlyando, V., Samopa, F., & Astuti, H. M. (2017). A performance evaluation for assessing registered websites. Procedia Computer Science, 124, 714–720.
• Rutz, O. J., Trusov, M., & Bucklin, R. E. (2011). Modeling indirect effects of paid search advertising: Which keywords lead to more future visits? Marketing Science, 30(4), 646–665.
• Similarweb, (2020a). Traffic overview. https://www.similarweb.com/. Erişim tarihi: Şubat-Mayıs-Ekim 2020.
• Similarweb, (2020b). Top websites ranking. https://www.similarweb.com/top-websites/turkey/. Erişim tarihi: 09.02.2020.
• Statista. (2020). Coronavirus impact on retail e-commerce website traffic worldwide as of June 2020, by average monthly visits. https://www.statista.com/statistics/1112595/covid-19-impact-retail-e-commerce-site-traffic-global/. Erişim tarihi: 10.12.2020.
• Stratta, R., & Voxlin, D. (2020). Perakendecilerin müşteri mobil deneyimi ve karlılığını iyileştirebilecek 5 yöntem. https://www.thinkwithgoogle.com/intl/tr-tr/pazarlama-stratejileri/uygulama-ve-mobil/mobile-deneyimi-gelistirin/. Erişim tarihi: 16.12.2020.
• Sulova, S. (2019). A system for E-commerce website evaluation. International Multidisciplinary Scientific GeoConference Surveying Geology and Mining Ecology Management, SGEM, 19(2.1), 25–32.
• Thompson, M. F., Tuzovic, S., & Braun, C. (2019). Trustmarks: Strategies for exploiting their full potential in e-commerce. Business Horizons, 62(2), 237–247.
• Toms, E. G., & Taves, A. R. (2004). Measuring user perceptions of Web site reputation. Information Processing and Management, 40, 291–317.
• Tran, L. T. T. (2020). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58(April 2020), 102287.
• Wagner, N., Hassanein, K., & Head, M. (2014). The impact of age on website usability. Computers in Human Behavior, 37, 270–282.
• We Are Social. (2020). We are social global digital report 2020. https://wearesocial.com/digital-2020. Erişim tarihi: 26.12.2020
• Yuan, Y., Guan, M., Zhou, Z., Kim, S., Cha, M., Jin, D., & Li, Y. Disruption in the Chinese e-commerce during COVID-19. https://arxiv.org/abs/2009.14605. Erişim tarihi: 11.12.2020.
• Zhang, P., von Dran, G. M., Small, R. V., & Barcellos, S. (1999). Websites that satisfy users: A theoretical framework for web user interface design and evaluation. Proceedings of the Hawaii International Conference on System Sciences, (December 1998), 69.