Publication: Konjoint analizi ve e-ticaret üzerine bir uygulama
Abstract
Genel olarak elektronik ortamda yapılan alışverişleri tanımlamak üzere kullanılmakta olan e-ticaret kavramı, internetin sık kullanımı ve kolay erişilebilirliği ile hem satıcıya hem de tüketiciye geleneksel pazarlama yöntemlerinden daha büyük avantajlar sağlaması sebebiyle oldukça yaygınlaşmıştır.Bu tezin konusu, kişilerin e-ticaret alışveriş tercihlerini etkileyen faktörlerin konjoint analiz yöntemiyle incelenmesidir. Bu çalışma, kişilerin e-ticaret tercihlerinde etkili olduğu düşünülen faktörlerin önem düzeylerinin belirlenmesini ve belirlenen önem düzeylerinin yaş, cinsiyet, medeni durum, çocuk sahibi olma ve çalışma durumuna göre nasıl değişiklik gösterdiğinin incelenmesini amaçlamaktadır. Bu amaçla uygulamanın ismi, ürünün fiyatı, ürünün puanı, ürünün marka bilinirliği ve kargo teslimat ücretinin varlığı faktörlerinden oluşan kartlar hazırlanmıştır. Seçilen kartların araştırmada kullanımını kolaylaştırmak amacıyla ortogonal tasarım tekniği ile kartlar sadeleştirilmiştir.Çalışmanın sonucunda, en yüksek öneme sahip faktör ‘‘Uygulamanın İsmi’’ (37,658) olmuştur. Ayrıca kişilerin cinsiyet, yaş, medeni durum, çocuk sahibi olma durumu ve çalışma durumlarının da e-ticaret tercihlerinde etkili olduğu belirlenmiştir.
The concept of e-commerce, which is generally used to describe electronic purchases, has become widespread due to the frequent use of the internet and its easy accessibility, providing greater advantages to both the seller and the consumer than traditional marketing methods.The subject of this thesis is to examine the factors that affect people's e-commerce shopping preferences using conjoint analysis method. This study aims to determine the importance levels of the factors that are thought to be effective in e-commerce preferences and to examine how their importance levels vary according to age, gender, marital status, having children and working status. For this purpose, factors such as the name of the application, the price of the product, the product's score, the brand awareness of the product, the presence of the cargo delivery fee were determined and cards were prepared for these factors. In order to facilitate the use of the selected cards in research, the cards were simplified with the orthogonal design technique.As a result of the study, the factor with the highest importance was Name of the Application (37,658). In addition, it has been determined that the gender, age, marital status, having children and working status of individuals are also effective in e-commerce preferences.
The concept of e-commerce, which is generally used to describe electronic purchases, has become widespread due to the frequent use of the internet and its easy accessibility, providing greater advantages to both the seller and the consumer than traditional marketing methods.The subject of this thesis is to examine the factors that affect people's e-commerce shopping preferences using conjoint analysis method. This study aims to determine the importance levels of the factors that are thought to be effective in e-commerce preferences and to examine how their importance levels vary according to age, gender, marital status, having children and working status. For this purpose, factors such as the name of the application, the price of the product, the product's score, the brand awareness of the product, the presence of the cargo delivery fee were determined and cards were prepared for these factors. In order to facilitate the use of the selected cards in research, the cards were simplified with the orthogonal design technique.As a result of the study, the factor with the highest importance was Name of the Application (37,658). In addition, it has been determined that the gender, age, marital status, having children and working status of individuals are also effective in e-commerce preferences.