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Kümeleme ve küresel bulanık analitik hiyerarşi süreci ile e-ticaret işletmeleri için strateji geliştirme üzerine bir çalışma

Year 2022, Volume: 11 Issue: 2, 294 - 302, 15.04.2022
https://doi.org/10.28948/ngumuh.1040138

Abstract

E-Ticaret, bir web sitesindeki herhangi bir ürün veya hizmet için çeşitli ödeme yöntemleriyle alım satım yapılmasına veya sipariş verilmesine olanak sağlayan bir alışveriş yöntemidir. Bu yöntem her geçen gün önem kazanmakta ve pazar payını arttırmaktadır. Tüketicilerin e-ticareti tercih etme nedenleri birbirinden farklı olsa da genel olarak zaman, ödeme seçenekleri ve bireyselleşme gibi kriterler tercihleri etkilemektedir. Bu çalışmada; e-ticaret siteleri karşılaştırılmış ve uzman görüşleri doğrultusunda alternatif olarak 14 e-ticaret sitesi belirlenmiştir. Belirlenen bu e-ticaret siteleri marka imajı ve güvenilirliği, kampanya, kargo hızı, paketleme, ödeme seçenekleri, personel, çağrı merkezi hizmetleri ve uygulamanın işlevselliği gibi kriterler açısından değerlendirilmiştir. Çalışmanın ilk bölümünde, küme analizi kullanılarak iki e-ticaret sitesi kümesi oluşturulmuştur. Bu kümeler genel hizmet e-ticaret siteleri ve özel hizmet e-ticaret siteleri olarak gruplandırılmıştır. Böylece büyük heterojen gruptan iki homojen grup oluşturulmuştur. Çalışmanın ikinci bölümünde ise, küresel bulanık Analitik Hiyerarşi Prosesi (AHP) yöntemi kullanılarak kriterler karşılaştırılmış ve sıralanmıştır.

References

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  • H. Pan, and H. Zhou, Study on convolutional neural network and its application in data mining and sales forecasting for E-commerce. Electronic Commerce Research, 20(2), 297-320, 2020. https://doi.org/10.1007/s10660-020-09409-0
  • K. Bandara, P. Shi, C. Bergmeir, H. Hewamalage, Q. Tran, and B. Seaman, Sales demand forecast in e-commerce using a long short-term memory neural network methodology. In International conference on neural information processing 462-474, Springer, Cham, 2019. https://doi.org/10.1007/978-3-030-36718-3_39
  • L. Peng, and L. Lai, A service innovation evaluation framework for tourism e-commerce in China based on BP neural network. Electronic Markets, 24(1), 37-46, 2014.https://doi.org/10.1007/s12525-013-0148-0
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  • S. Yüksel, S. Eti, S. Prosekov, and G.S. Uluer, A study on the energy problem in the Eastern Mediterranean: Text mining and AHP-based strategy recommendations. In Strategic Approaches to Energy Management 27-38, Springer, Cham, 2021. https://dx.doi.org/10.1007/978-3-030-76783-9_3
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  • M. Mathew, R.K. Chakrabortty, and M.J. Ryan, A novel approach integrating AHP and TOPSIS under spherical fuzzy sets for advanced manufacturing system selection. Engineering Applications of Artificial Intelligence, 96, 103988, 2020. https://doi.org/10.1016/j.engappai.2020.103988
  • F. Kutlu Gündoğdu, and C. Kahraman, Spherical fuzzy analytic hierarchy process (AHP) and its application to industrial robot selection. In International Conference on Intelligent and Fuzzy Systems, 988-996, Springer, Cham, 2019. https://doi.org/10.1007/978-3-030-23756-1_117
  • O. Dogan, Process mining technology selection with spherical fuzzy AHP and sensitivity analysis. Expert Systems with Applications, 178, 114999, 2021. https://doi.org/10.1016/j.eswa.2021.114999

A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process

Year 2022, Volume: 11 Issue: 2, 294 - 302, 15.04.2022
https://doi.org/10.28948/ngumuh.1040138

Abstract

E-Commerce is a shopping method that allows trading or placing an order for any product or service on a website with various payment methods. This method is gaining importance day by day and increasing its market share. Although the reasons for choosing e-commerce for consumers are different from each other, in general, criteria such as time, payment options and individualization affect preferences. In this study; e-commerce sites were compared, and 14 e-commerce sites were determined as alternatives based on expert opinions. These identified e-commerce sites were evaluated in terms of criteria such as brand image & reliability, campaign, cargo speed, packaging, payment options, personnel, call center services and functionality of the application. In the first part of the study, two clusters of e-commerce sites were created using cluster analysis. These clusters are grouped as general service e-commerce sites and specific service e-commerce sites. Thus, two homogeneous groups were formed from the large heterogeneous group. In the second part of the study, the criteria were compared and sorted using the spherical fuzzy Analytic Hierarchy Process (AHP) method.

References

  • Organization for economic co-operation and development, Glossary of statistical terms: Electronic commerce. https://stats.oecd.org/glossary/detail.asp? ID=4721 /Accessed 13 December 2021.
  • Current status of e-commerce in Turkey, http://www.halitkaya.net/turkiyede-ki-e-ticaretin-guncel-durumu/ Accessed 16 December 2021.
  • J. Sullivan, and K. Walstrom, Consumer perspectives on service quality of electronic commerce web sites, Journal of Computer Information Systems, 41(3), 8-14, 2001.https://doi.org/10.1080/08874417.2001.11647001
  • P. Mwencha, Taxation of electronic commerce-a commentary, Financing for Development, 1(1). 70- 79, 2009.
  • Ö. Toptan Yılmaz and O. Bayram. E-commerce and e-export in Turkey during the COVID-19 pandemic. Kayseri University Journal of Social Sciences, Vol 2, No 2, 37-54, 2020. https://doi.org/10.51177/ kayusosder.777097
  • B. Yeniçeri, An e-Commerce strategy: content marketing, new media refereed, Academic, E-journal, issue 8, 25-40, 2020.
  • TUSIAD, The Driving Force of the Economy in a Digitalized World: E-Commerce. https://www.eticaretraporu.org/wp-content/uploads/2017/04 /TUSIAD_E-Ticaret_Raporu_2017.pdf / Accessed 16 December 2021.
  • Y. Jiang, and S. Yu, Mining e-commerce data to analyze the target customer behavior. In First International Workshop on Knowledge Discovery and Data Mining pp. 406-409, IEEE, 2008.
  • H. Pan, and H. Zhou, Study on convolutional neural network and its application in data mining and sales forecasting for E-commerce. Electronic Commerce Research, 20(2), 297-320, 2020. https://doi.org/10.1007/s10660-020-09409-0
  • K. Bandara, P. Shi, C. Bergmeir, H. Hewamalage, Q. Tran, and B. Seaman, Sales demand forecast in e-commerce using a long short-term memory neural network methodology. In International conference on neural information processing 462-474, Springer, Cham, 2019. https://doi.org/10.1007/978-3-030-36718-3_39
  • L. Peng, and L. Lai, A service innovation evaluation framework for tourism e-commerce in China based on BP neural network. Electronic Markets, 24(1), 37-46, 2014.https://doi.org/10.1007/s12525-013-0148-0
  • K. Zhao, and C. Wang, Sales forecast in e-commerce using convolutional neural network. arXiv preprint arXiv:1708.07946,2017. https://doi.org/10.48550/arXiv.1708.07946
  • A. Bayhaqy, S. Sfenrianto, K. Nainggolan, and E.R. Kaburuan, Sentiment analysis about E-commerce from tweets using decision tree, K-nearest neighbor, and naïve bayes. International conference on orange technologies (ICOT) 1-6, IEEE, 2018. https://doi.org/10.1109/ICOT.2018.8705796
  • M. Zhang, E-commerce comment sentiment classification based on deep learning. In 2020 IEEE 5th International Conference on Cloud Computing and Big Data Analytics, 184-187, IEEE, 2020. https://doi.org/10.1109/ICCCBDA49378.2020.9095734.
  • C. Yılmaz Yaman and G. A. Doğu, Examination of provinces in terms of school sports activities with clustering analysis, Iğdır University Journal of Social Sciences, 26, pp.182-205, 2021.
  • J. F. Hair Jr., W. C. Black, J. Barry Babin and R. E. Anderson, Multivariate Data Analysis, Harlow: Pearson Education Limited, 2014.
  • H. Tatlidil, Applied Multivariate Statistical Analysis, Ankara: Akademi Printing House, 1992.
  • Ş. Kalaycı, SPPS Applied Multivariate Statistical Techniques, Ankara: Dynamic Academy, 2017.
  • M. Yeşilbudak, H. Kahraman, and H. Karacan, Veri madenciliğinde nesne yönelimli birleştirici hiyerarşik kümeleme modeli. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 26(1), 27-39, 2011.
  • S. Yüksel, S. Eti, S. Prosekov, and G.S. Uluer, A study on the energy problem in the Eastern Mediterranean: Text mining and AHP-based strategy recommendations. In Strategic Approaches to Energy Management 27-38, Springer, Cham, 2021. https://dx.doi.org/10.1007/978-3-030-76783-9_3
  • T. L. Saaty, Axiomatic foundation of the analytic hierarchy process, Management Science, vol. 32, no. 7, p. 841-855, 1986.
  • A. Y. Korkusuz, U. H. İnan, Y. Özdemir and H. Başlıgil, Occupational health and safety performance measurement in healthcare sector using integrated multi criteria decision making methods, Journal of the Faculty of Engineering and Architecture of Gazi University vol. 35, no. 1, p. 81-96, 2020.https://doi.org/ 10.17341/gazimmfd.441032
  • S. Ashraf, S. Abdullah, T. Mahmood, F. Ghani, and T. Mahmood, Spherical fuzzy sets and their applications in multi-attribute decision making problems. Journal of Intelligent & Fuzzy Systems, 36(3), 2829-2844, 2019. https://doi.org/10.3233/JIFS-172009
  • F. Kutlu Gündoğdu and C. Kahraman, A Novel spherical fuzzy analytic hierarchy process and its renewable energy application. Soft Computing 24, 4607–4621, 2020. https://doi.org/10.1007/s00500-019-04222-w
  • M. Mathew, R.K. Chakrabortty, and M.J. Ryan, A novel approach integrating AHP and TOPSIS under spherical fuzzy sets for advanced manufacturing system selection. Engineering Applications of Artificial Intelligence, 96, 103988, 2020. https://doi.org/10.1016/j.engappai.2020.103988
  • F. Kutlu Gündoğdu, and C. Kahraman, Spherical fuzzy analytic hierarchy process (AHP) and its application to industrial robot selection. In International Conference on Intelligent and Fuzzy Systems, 988-996, Springer, Cham, 2019. https://doi.org/10.1007/978-3-030-23756-1_117
  • O. Dogan, Process mining technology selection with spherical fuzzy AHP and sensitivity analysis. Expert Systems with Applications, 178, 114999, 2021. https://doi.org/10.1016/j.eswa.2021.114999
There are 27 citations in total.

Details

Primary Language English
Subjects Industrial Engineering
Journal Section Industrial Engineering
Authors

Serap Tepe 0000-0002-9723-6049

Serkan Eti 0000-0002-4791-4091

Publication Date April 15, 2022
Submission Date December 22, 2021
Acceptance Date March 21, 2022
Published in Issue Year 2022 Volume: 11 Issue: 2

Cite

APA Tepe, S., & Eti, S. (2022). A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process. Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi, 11(2), 294-302. https://doi.org/10.28948/ngumuh.1040138
AMA Tepe S, Eti S. A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process. NOHU J. Eng. Sci. April 2022;11(2):294-302. doi:10.28948/ngumuh.1040138
Chicago Tepe, Serap, and Serkan Eti. “A Study on Strategy Development for E-Commerce Businesses With Clustering and Spherical Fuzzy Analytic Hierarchy Process”. Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi 11, no. 2 (April 2022): 294-302. https://doi.org/10.28948/ngumuh.1040138.
EndNote Tepe S, Eti S (April 1, 2022) A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process. Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi 11 2 294–302.
IEEE S. Tepe and S. Eti, “A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process”, NOHU J. Eng. Sci., vol. 11, no. 2, pp. 294–302, 2022, doi: 10.28948/ngumuh.1040138.
ISNAD Tepe, Serap - Eti, Serkan. “A Study on Strategy Development for E-Commerce Businesses With Clustering and Spherical Fuzzy Analytic Hierarchy Process”. Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi 11/2 (April 2022), 294-302. https://doi.org/10.28948/ngumuh.1040138.
JAMA Tepe S, Eti S. A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process. NOHU J. Eng. Sci. 2022;11:294–302.
MLA Tepe, Serap and Serkan Eti. “A Study on Strategy Development for E-Commerce Businesses With Clustering and Spherical Fuzzy Analytic Hierarchy Process”. Niğde Ömer Halisdemir Üniversitesi Mühendislik Bilimleri Dergisi, vol. 11, no. 2, 2022, pp. 294-02, doi:10.28948/ngumuh.1040138.
Vancouver Tepe S, Eti S. A study on strategy development for e-commerce businesses with clustering and spherical fuzzy analytic hierarchy process. NOHU J. Eng. Sci. 2022;11(2):294-302.

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