E-Shopping Sites Preference Analysis With Multi-Criteria Decision-Making Methods

Abstract

In light of advancing technology, the prevalence of internet usage has significantly increased. Presently, individuals inclined to optimize their time gravitate towards e-commerce platforms. This research focuses on evaluating the five most popular e-shopping sites in Turkey, namely Trendyol, Hepsiburada, Amazon, Getir, and Morhipo. Seven criteria were employed for the assessment: site design, product variety, reliability, detailed filtering, service quality, ease of site use, and price. The study utilized the Multi- Criteria Decision Making (MCDM) methods, specifically MOOSRA, MOORA, and TOPSIS, and compared their outcomes. The Pairwise Comparison method was employed to determine criterion weights. The findings revealed that price emerged as the most pivotal criterion, whereas site design held the least significance. Application of MOOSRA, MOORA, and TOPSIS consistently ranked Trendyol as the top-performing e-shopping site. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.