TÜRKİYE’DE FAALİYET GÖSTEREN ÖZEL ALIŞVERİŞ SİTELERİNİN BÜTÜNLEŞİK SWARA - WASPAS YÖNTEMİ İLE DEĞERLENDİRİLMESİ

Yıl 2018, 18. EYİ Özel Sayısı, 599 - 616, 20.01.2018

Engin Çakır Gökhan Akel Mustafa Doğaner

https://doi.org/10.18092/ulikidince.347658

Cited By: 10

Öz

Teknolojik
gelişmeler, çevrimiçi satın alımlarda ve değişen tüketicilerin alışveriş
alışkanlıklarında hızlı bir artışa neden oldu. İnternetteki alışverişin pek çok
avantajlı özelliği sayesinde tüketiciler İnternet’ten alışverişe yöneldiler.
Söz konusu özel alışveriş sitelerinin aynı tür ürünler pazarlaması ve fiyat
konusunda da benzer politika benimsemeleri nedeniyle tüketicilerin özel
alışveriş sitelerini karşılaştırmalarında kararsızlık yaşamalarına neden
olmaktadır. Bu çalışmada Türkiye’de faaliyet gösteren özel alışveriş sitelerinin
çok kriterli karar verme yöntemleri ile değerlendirilmesi yapılarak, sıralamada
en iyi sonucu veren özel alışveriş sitesinin tüketicilere önerilmesi
amaçlanmıştır. Bunun için, özel alışveriş sitelerinin değerlendirilmesinde
kullanılacak kriter ağırlıkları SWARA yöntemi ile belirlenmiştir. Her bir
alternatif özel alışveriş sitesinin değerlendirme işlemi ise, WASPAS yöntemi
ile yapılarak alternatiflere ait sıralama ortaya konulmuştur. Sıralamaya göre
en iyi özel alışveriş sitesi tüketicilere önerilmiştir.

Anahtar Kelimeler

Özel alışveriş sitelerinin değerlendirilmesi, SWARA yöntemi, WASPAS Yöntemi

EVALUATION OF PRIVATE SHOPPING SITES IN TURKEY BY INTEGRATED SWARA - WASPAS METHOD

Öz

Technological
developments have resulted in a rapid increase in online purchases and shopping
habits of changing consumers. Thanks to the many advantageous features of
shopping on the Internet, consumers have turned to shopping on the Internet.
This means that consumers are hesitating to compare their private shopping
sites because of the same type of products being marketed by special shopping
sites and similar policy adoption in terms of prices. In this study, it was
aimed that the private shopping sites operating in Turkey should be evaluated
with multi-criteria decision making methods and the special shopping site
giving the best result in order to be recommended to consumers. For this, the
criterial weights to be used in the evaluation of the private shop-ping sites are
determined by the SWARA method. The evaluation process of each alternative
private shopping site is done by WASPAS method, and the ranking of alternatives
is put forward. According to the ranking, the best private shopping site has
been suggested to consumers.

Anahtar Kelimeler

Evaluation of private shopping web sites, SWARA method, WASPAS method

Kaynakça

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