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

Yıl 2021, Cilt: 16 Sayı: 1, 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

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