Technology Acceptance Model-Based Website Evaluation of Service Industry

Multi-Criteria Decision-Making Models for Website Evaluation Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-8238-0.CH001

H. Di̇nçer, Serhat Yüksel, Fatih Pınarbaşı

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引用次数: 5

Abstract

The aim of this chapter is to evaluate the website of Turkish companies in service industry which are listed in İstanbul Stock Exchange. Within this framework, two different dimensions are identified by considering technology acceptance model. On the other side, six different criteria are also defined based on SERVQUAL method. Fuzzy DEMATEL method is used to weight dimensions and criteria. Moreover, fuzzy VIKOR and fuzzy TOPSIS approaches are considered to rank the service companies according to the website overall performance. The findings show that being user friendly is the most significant criterion with respect to the website effectiveness. Another important result is that banks are on the first rank for this aspect whereas telecommunication companies have the lowest performance. Therefore, it is recommended that telecommunication companies should firstly focus on improving the factors that make the use of website very easily for the investors. This situation attracts the attention of these investors and it has a positive influence on the financial performance of these companies.

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基于技术接受度模型的服务业网站评价

本章的目的是评估在İstanbul证券交易所上市的土耳其服务行业公司的网站。在这个框架中，通过考虑技术接受模型，确定了两个不同的维度。另一方面，还基于SERVQUAL方法定义了6个不同的标准。采用模糊DEMATEL方法对尺度和准则进行加权。此外，还考虑了模糊VIKOR和模糊TOPSIS方法，根据网站的整体表现对服务公司进行排名。研究结果表明，用户友好是网站有效性的最重要标准。另一个重要的结果是，银行在这方面排名第一，而电信公司的表现最差。因此，建议电信公司首先要着重改进使投资者更容易使用网站的因素。这种情况引起了这些投资者的注意，并对这些公司的财务业绩产生了积极的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Multi-Criteria Decision-Making Models for Website Evaluation

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