Engin ÇAKIR, Gökhan AKEL, Mustafa DOĞANER

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

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

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.

Keywords:

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

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