USING FUZZY TOPSIS AND REGRESSION BASED WEIGHTS TO RANK E-COMMERCE WEBSITES

Yıl 2019, Cilt: 27 Sayı: 2, 116 - 124, 15.08.2019

N. Fırat Özkan Fulya Gökalp Yavuz

https://doi.org/10.31796/ogummf.563348

Cited By: 3

Öz

Web
sitesi kullanılabilirliği, çeşitli disiplinlerden katkılarla beslenen
araştırmaları içeren yaygın bir çalışma alanıdır. Bir web sitesinin
kullanılabilirliğini değerlendirmek için çeşitli yöntemler mevcuttur. Kontrol
listeleri, sezgisel değerlendirmeler, uzman değerlendirmeleri, anketler ve
kullanıcı testleri web sitelerinin değerlendirilmesinde en popüler yöntemler
olarak sunulmaktadır. Özellikle e-ticaret web sitelerinin kullanılabilirliği,
bu sitelere oluşan rağbet ve e-ticaret web sitelerinin sayısındaki artış
nedeniyle kritik bir öneme sahiptir. E-ticaret web sitelerinin çeşitliliği,
insanlığın günlük yaşamında çok kriterli karar verme (MCDM) sorununa tipik bir
örnek olarak gösterilebilir. Farklı kullanıcı gruplarının web sitelerinden
farklı beklentileri olduğundan, değerlendirme yöntemi uygun ölçüm kriterlerini
içerecek şekilde yapılandırılmalıdır. Değerlendirme yöntemi tanımlanırken ana
amaç ve web sitesinin hedef kullanıcıları dikkatle değerlendirilmelidir. Bu
çalışmada, en çok ziyaret edilen (Ocak 2018’de Alexa.com listesine göre), Türkiye'deki
e-ticaret web sitelerinin kullanılabilirlik açısından karşılaştırılmıştır. Lee
ve Kozar (2015) tarafından önerilen e-ticaret siteleri kullanılabilirlik ölçütleri
kriter olarak dikkate alınmıştır.. TOPSIS yöntemine iki farklı ağırlıklandırma
yaklaşımı entegre edilmiştir. Bu yaklaşımlardan biri bulanık uzman
değerlendirmesi ve diğeri ağırlıklı regresyon tahminidir. Bu çalışma ile kapsamlı
bir bakış açısı sağlamak ve e-ticaret web sitesi tasarımcıları ile
kullanıcıları arasında ortak kriterlerdeki farklı izlenimleri keşfetmek
amaçlanmıştır.

Anahtar Kelimeler

E-Ticaret, Web Siteleri, Çok Kriterli Karar Verme, Regresyon, Bulanık TOPSIS

USİNG FUZZY TOPSIS AND REGRESSİON BASED WEİGHTS TO RANK E-COMMERCE WEBSİTES

Öz

Website usability is a widespread
study area which incorporates researches from various disciplines. Several
methods are available to evaluate usability of a website. Checklists, heuristic
evaluations, expert evaluations, surveys and user tests are presented as the
most popular methods for the evaluation of websites. Especially e-commerce
websites’ usability has a critical importance due to the rising in competence
and the rising in the number of e-commerce websites.  The diversity of e-commerce websites evokes
typical example of multi criteria decision making (MCDM) issue in daily life of
humanity. Since different user groups have different expectations from the
websites, the evaluation method should be structured to include appropriate
measurement criteria. The main aim and the target users of the website should
be considered attentively while defining the evaluation method. In this study,
the most visited (Based on Alexa.com list in January, 2018) e-commerce websites
in Turkey are compared in terms of usability. Criteria are decided based on the
study which was published by Lee and Kozar (2015).  Two different weighting approaches are
integrated to TOPSIS method. One of these approaches is fuzzy expert evaluation
and the other one is weighted regression estimate. We aim to discover different
different impressions between e-commerce website designers and users on the
same criteria to provide a comprehensive viewpoint.

Anahtar Kelimeler

Multicriteria, E-Commerce, Websites, Regression, Fuzzy TOPSIS

Kaynakça

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