CHAPTER


DOI :10.26650/B/ET07.2020.012.10   IUP :10.26650/B/ET07.2020.012.10    Full Text (PDF)

Research Into the Usability of Online Marketplaces

Seda TaşSerra Çelik

Thanks to the collaboration between technology and the internet, regardless of time and place, individuals can easily access those services that they need and search for information products that they seek. People born in the ‘80s, called the Y generation, are familiar with the internet and can quickly adapt to new technologies. As a result, generation Y is the age group that uses e-commerce the most. Due to the excess of Generation Y and the younger population, Turkey has great potential in the e-commerce sector. This chapter investigates whether this age group can easily use online marketplaces. Three leading online marketplaces have been selected as the study area, and mainly website navigation has been studied. As a result of the study, it was found that Hepsiburada online marketplace has a more user-friendly design than the n11 and Trendyol markets.


DOI :10.26650/B/ET07.2020.012.10   IUP :10.26650/B/ET07.2020.012.10    Full Text (PDF)

Çevrimiçi Pazar Yerlerinin Kullanılabilirliği Üzerine Bir Araştırma

Seda TaşSerra Çelik

Teknoloji ve internet birlikteliğiyle kişiler her zaman her yerde aradıkları bilgiye, aradıkları ürüne ve hizmete kolaylıkla ulaşabilmektedir. Özellikle milenyum kuşağı olarak adlandırılan, en büyüğü 80’li yıllarda doğan kişiler internete aşina olup yeni teknolojilere kolaylıkla uyum sağlayabilmektedir. Buna paralel olarak da e-ticareti en çok kullanan yaş grubunu oluşturmaktadırlar. Türkiye sahip olduğu genç nüfusla da e-ticaret sektöründe yükselen bir trend yakalamaktadır. Bu bölümde, bu yaş grubunun çevrimiçi pazar yerlerini kolay kullanıp kullanamadıkları incelenmiştir. Ülkenin önde gelen üç çevrimiçi pazar yeri çalışma konusu olarak seçilmiş ve site içi dolaşım ağırlıklı olarak incelenmiştir. Çalışma sonucunda Hepsiburada çevrimiçi pazar yerinin, n11 ve Trendyol pazar yerlerine göre daha kullanıcı dostu bir tasarıma sahip olduğu görülmüştür.



References

  • ACCENTURE. (2016). Türkiye Dijitalleşme Endeksi. google scholar
  • Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110. https://doi.org/10.1108/ SAJBS-04-2017-0048 google scholar
  • Djamasbi, S., Siegel, M., Tullis, T., & Dai, R. (2010). Efficiency, Trust, and visual Appeal: Usability Testing Through Eye Tracking. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–10. https://doi.org/10.1109/HICSS.2010.171 google scholar
  • Goh, K. N., Chen, Y. Y., Lai, F. W., Daud, S. C., Sivaji, A., & Soo, S. T. (2013). A comparison of usability testing methods for an e-commerce website: A case study on a Malaysia online gift shop. Proceedings of the 2013 10th International Conference on Information Technology: New Generations, ITNG 2013, 1, 143–150. https://doi.org/10.1109/ITNG.2013.129 google scholar
  • Hong, I. B. (2015). Understanding The Consumer’s Online Merchant Selection Process: The Roles of Product İnvolvement, Perceived Risk, and Trust Expectation. International Journal of Information Management, 35(3), 322–336. https://doi.org/10.1016/j.ijinfomgt.2015.01.003 google scholar
  • Josephson, S., & Holmes, M. E. (2002). Visual Attention to Repeated İnternet İmages: Testing The Scanpath Theory On The World Wide Web. Eye Tracking Research and Applications Symposium (ETRA), 43–49. google scholar
  • Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017. google scholar
  • Li, H., Fang, Y., Wang, Y., Lim, K. H., & Liang, L. (2010). Are All Signals Equal? Investigating The Differential Effects of Online Signals On The Sales Performance of E-Marketplace Sellers. Information Technologies & International Development, 13(1), 11–26. google scholar
  • Mccarthy, J. D., Sasse, M. A., & Riegelsberger, J. (2004). Could I have the Menu Please? An Eye Tracking Study of Design Conventions. People and Computers XVII — Designing for Society, (May). https://doi. org/10.1007/978-1-4471-3754-2 google scholar
  • Oypan, S. (2017), Özel Alışveriş Sitelerinin Düşüşü ve Dikey E-Ticaretin Yükselişi, Retrieved from https://www. ideasoft.com.tr/ozel-alisveris-sitelerinin-dususu-ve-dikey-e-ticaretin-yukselisi/ google scholar
  • Palmer, J. W. (2002). Web Site Usability, Design, and Performance Metrics. Information Systems Research, 13(2), 151– 167. google scholar
  • Poole, A., & Ball, L. J. (2005). Eye tracking in HCI and usability research. Encyclopedia of Human Computer Interaction, 211–219. https://doi.org/10.4018/978-1-59140-562-7.ch034 google scholar
  • Raman, P. (2014). Factors Influencing Women Consumers’ Buying Behavior towards Online Shopping in India. Journal of Contemporary Management Research, 8(2), 23. google scholar
  • Sivaji, A., Downe, A. G., Mazlan, M. F., Soo, S. T., & Abdullah, A. (2011). Importance of incorporating fundamental usability with social & trust elements for e-commerce website. ICBEIA 2011 - 2011 International Conference on Business, Engineering and Industrial Applications, 221–226. https://doi.org/10.1109/ICBEIA.2011.5994248 google scholar
  • Snyder, K., Hilal, P. (2015), The Changing Face of B2B Marketing, Retrieved from https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/ google scholar
  • Täuscher, K., & Laudien, S. M. (2018). Understanding Platform Business Models: A Mixed Methods Study of Marketplaces. European Management Journal, 36(3), 319–329. https://doi.org/10.1016/j.emj.2017.06.005 google scholar
  • TÜBİSAD. (2019). Türkiye’de E-Ticaret 2018 Pazar Büyüklüğü. Retrieved from http://www.tubisad.org.tr/tr/ images/pdf/TUBISAD_2019_E-Ticaret_Sunum_TR.pdf google scholar
  • TÜSİAD, & Deloitte. (2019). E-Ticaretin Gelişimi, Sınırların Aşılması ve Yeni Normlar. Retrieved from https:// tusiad.org/tr/basin-bultenleri/item/download/9232_e0200c4e2deaf513f571f854f11f6192 google scholar
  • Tzanidou, E. (2003). Eye Tracking as a Complementary Usability Evaluation Technique for E-Commerce Sites. In the Proceedings of the Workshop on’Exploring The Total Customer Experience (TCE): Usability Evaluations of (B2B) E-Commerce Environments’ Held at INTERACT. Retrieved from http://www.ergoestudio. com/descargas/eye-tracking_for_usability_e-commerce.pdf google scholar
  • Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An Eye-Tracking Study of Website Complexity From Cognitive Load Perspective. Decision Support Systems, 62, 1–10. https://doi.org/10.1016/j.dss.2014.02.007 google scholar
  • We Are Social & Hootsuite (2019), Global Digital Report 2019, Retrieved from https://wearesocial.com/global-digital-report-2019 google scholar


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.