Determining the performance of digital shopping platforms through AHP-Based MAIRCA modelduring the COVID-19 outbreak

With the emergence of the COVID-19 disease, people have started to be more careful and selective in continuing their lives. The internet, which has an important place in people's lives, has become even more critical during the epidemic. With the fear of the epidemic, people have increased their shopping through e-commerce sites. In this study, the factors that consumers attach importance to in digital shopping platforms, which have increased in usage rates with the COVID-19 epidemic, were determined and these factors were ranked according to their importance using the AHP method. Then, the performance of digital shopping platforms during the epidemic period was measured with the MAIRCA model according to the factors determined; as a result, the performance of digital shopping platforms during the epidemic period was determined. The questionnaire method was used to collect data, and the data of 329 people in total were evaluated. As a result of the analysis, it was concluded that consumers on shopping platforms attach importance to the affordable price of the products, the quality of the product, discounts, product variety, and free delivery of the product. In addition, it was concluded that consumers liked the performance of Trendyol and Hepsiburada sites more during the epidemic period.