N. Fırat ÖZKAN, Fulya GÖKALP YAVUZ

4724

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

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

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.
Keywords:

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

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Eskişehir Osmangazi Üniversitesi Mühendislik ve Mimarlık Fakültesi Dergisi-Cover
  • Yayın Aralığı: Yılda 3 Sayı
  • Başlangıç: 1986
  • Yayıncı: Eskişehir Osmangazi Üniversitesi
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Sayıdaki Diğer Makaleler

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

N. Fırat ÖZKAN, Fulya GÖKALP YAVUZ

SAF BAKIR VE MAGNEZYUM ALAŞIMININ SÜRTÜNMEKAYNAĞI

Osman TORUN