E-Ticaretteki Pazaryeri Satıcı Seçimi Problemine Bulanık Hibrit Yaklaşım

Yıl 2022, Cilt: 5 Sayı: 2, 977 - 997, 18.07.2022

Kübra Tümay Ateş

https://doi.org/10.47495/okufbed.1022239

Öz

Günümüz şartları göz önüne alındığında ve salgın hastalığın birden bire ortaya çıkması durumu internet ticaretini zorunlu olarak arttırmıştır. Bu durum satıcıların çeşitlenmesi ve farklı sektörlerde sayılarının artmasına sebep olmuştur. İnternet satıcılarının artması müşteriler için hangi ürünü hangi satıcıdan nasıl alacağı konusunda karar vermesini zorlaştırmıştır. Bu sebeple pazaryeri siteleri incelenmiş ve müşterilerin tercihini etkileyen en önemli kriterler belirlenmiştir. Bu kriterlerin çoğu, karar vericilerin bulanık ifadeler kullanarak ifade edebilecekleri dilsel terimlere dayanmaktadır. Bu çalışmada, Bulanık Analitik Hiyerarşi Prosesi ve Bulanık Hiyerarşik TOPSIS yöntemlerinin birleştirilmesiyle bir hibrit model kullanılarak satıcı seçim problemi çözülmüştür. Çalışmada, satıcı puanları, müşteri yorumları ve alanında uzman kişilerden görüş alınmıştır. Üç ana kriter ve on yedi alt kriter belirlenmiş ve Bulanık Hibrit Yaklaşıma uygulanmıştır. Uygulanan hibrit yöntemin sonuçlarına göre en etkili ana kriter 0,68 ağırlıkla satıcının genel özellikleri olarak bulunmuştur. Satıcı ile iletişim kolaylığı ise 0,30 ağırlıkla bu ana kriterin bir alt kriterinden elde edilmiştir. Böylelikle yapılan analizler sonucunda müşterilerin satıcının genel özelliklerine ve satış sonrası iletişime diğer kriterlere göre çok daha önem verdiği görüşüne varılmıştır. Önerilen hibrit model Türkiye'deki pazaryeri satıcı seçimi problemine başarıyla uygulanmıştır.

Anahtar Kelimeler

Satıcı seçimi problemi, Bulanık AHP, Bulanık Hiyerarşik TOPSIS, Pazaryeri, İnternet alışverişi

A Fuzzy Hybrid Approach to The Marketplace Seller Selection Problem in E-Commerce

Öz

Considering today's conditions and the sudden emergence of an epidemic disease, internet commerce has necessarily increased. This situation has led to the diversification of vendors and an increase in their number in different sectors. The increase in internet sellers has made it difficult for customers to decide which product to buy from which seller and how. For this reason, the marketplace sites were examined and the most important criteria affecting the preferences of the customers were determined. Most of these criteria are based on linguistic terms that decision makers can express using fuzzy expressions. In this study, vendor selection problem is solved using a hybrid model by combining Fuzzy Analytical Hierarchy Process and Fuzzy Hierarchical TOPSIS methods. In the study, seller ratings, customer comments and opinions from experts in the field were taken. Three main criteria and seventeen sub-criteria were determined and applied to the Fuzzy Hybrid Approach. According to the results of the applied hybrid method, the most effective main criterion was found to be the general characteristics of the seller with a weight of 0.68. Ease of communication with the seller was obtained from a sub-criterion of this main criterion with a weight of 0.30. Thus, as a result of the analyzes made, it was concluded that the customers attach more importance to the general characteristics of the seller and to the after-sales communication than the other criteria. The proposed hybrid model has been successfully applied to the marketplace vendor selection problem in Turkey.

Anahtar Kelimeler

Vendor selection problem, Fuzzy AHP, Fuzzy Hierarchical TOPSIS, Marketplace, Internet Shopping.

Kaynakça

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