E-TİCARET PLATFORMLARININ ÇOK KRİTERLİ PERFORMANS DEĞERLENDİRMESİ: DUYGU ANALİZİ VE ENTROPY-TOPSIS ENTEGRASYONUYLA VERİ ODAKLI BİR YAKLAŞIM

Öz

Bu çalışma, Türkiye e-ticaret pazarındaki üç büyük platformun (Trendyol, Amazon Türkiye ve Hepsiburada) çok kriterli performans değerlendirmesini objektif veriler kullanarak gerçekleştirmeyi amaçlamaktadır. Araştırmada 730 müşteri yorumu web kazıma teknikleriyle toplanmış, ön işleme sonrasında 344 temiz yoruma Türkçe sözlük tabanlı duygu analizi uygulanmıştır. Google PageSpeed, Play Store ve Şikayetvar.com verileri entegre edilerek Entropy yöntemiyle kriter ağırlıkları belirlenmiş, TOPSIS ile platformlar sıralanmıştır. Şikâyet yönetimi %77,7 ağırlıkla en belirleyici faktör olarak tespit edilmiştir. Hepsiburada %97,03, Amazon %10,00, Trendyol %2,96 yakınlık katsayısı elde etmiştir. Duyarlılık analizi, sonuçların farklı ağırlık senaryolarında tutarlı olduğunu göstermiştir. E-ticaret platformlarında şikâyet yönetimi, müşteri memnuniyetinin ve platform tercihinin kritik belirleyicisidir. Çalışma, duygu analizi ile çok kriterli karar verme yöntemlerinin entegrasyonuyla literatüre metodolojik katkı sağlamaktadır.

Anahtar Kelimeler

• E-ticaret
• Duygu Analizi
• TOPSIS
• Entropy
• Çok Kriterli Karar Verme
• Şikâyet Yönetimi

MULTI-CRITERIA PERFORMANCE EVALUATION OF E-COMMERCE PLATFORMS: A DATA-DRIVEN APPROACH INTEGRATING SENTIMENT ANALYSIS AND ENTROPY-TOPSIS

Öz

This study aims to conduct a multi-criteria performance evaluation of three major e-commerce platforms (Trendyol, Amazon Türkiye, and Hepsiburada) in the Turkish market using objective data. A total of 730 customer reviews were collected through web scraping techniques, and Turkish dictionary-based sentiment analysis was applied to 344 cleaned reviews after preprocessing. Data from Google PageSpeed, Play Store, and Şikayetvar.com were integrated, criterion weights were determined using the Entropy method, and platforms were ranked using TOPSIS. Complaint management was identified as the most decisive factor with 77.7% weight. Hepsiburada achieved a closeness coefficient of 97.03%, Amazon 10.00% and Trendyol 2.96%. Sensitivity analysis demonstrated that the results remained consistent across different weight scenarios. Complaint management is a critical determinant of customer satisfaction and platform preference in e-commerce. This study contributes methodologically to the literature through the integration of sentiment analysis and multi-criteria decision-making methods.

Anahtar Kelimeler

• E-commerce
• Sentiment Analysis
• TOPSIS
• Entropy
• Multi-Criteria Decision Making
• Complaint Management

Kaynakça

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