Finding Criteria Weights From the Perspective of Young People for Online Shopping Website Selection

Abstract

In this study, it is aimed to determine the criteria that affect the selection of online shopping websites and find the weights of those criteria in decision making. In the first step, the online shopping website selection criteria are determined by reviewing the literature and interviewing with young people. Seven main criteria and their 23 sub-criteria are defined in total. A questionnaire is applied to the university students in Ankara. AHP methodology is used to evaluate the questionnaire and find the weights of the main and sub-criteria. Seven main criteria and their importance weights are found as follows: Website Quality (5.47%), Payment Methods (8.67%) Product Variety (16.15%), Delivery and guarantee (31.4%), Past Experiences (26.56%) and Advertisements (3.49%). In this study, the criteria weights are analyzed and compared according to gender and income level of the students. Although most of the criteria are taken into consideration in the literature separately, our study is the first comprehensive research which focuses all of them together by also considering the young people's perspective.