%0 Journal Article
%T ANALYZING SMARTPHONE CHOOSING FACTORS WITH HYBRID STRUCTURAL EQUATION MODELL£¿NG ¨C ANALYTIC HIERARCHY PROCESS
%A Mehmet Serhat PANCARO£¿LU
%A Sel£¿uk PER£¿£¿N
%J -
%D 2019
%X While the world is preparing for the Fourth Industrial Revolution; technological developments have gained momentum. The smartphone market which continues improving and differentiating is growing day by day, and the number of options are increasing. Making a decision has begun to become difficult because of the number and complexity of options. The purpose of the study is to recommend an effective Multi Criteria Decision Making (MCDM) model. For this purpose, an integrated Structural Equation Model (SEM) - Analytic Hierarchy Process (AHP) was used in this study. 4 criteria and 16 sub-criteria were used to influence smartphone selection. Criteria and sub-criteria are listed according to the results of SEM. Binary comparisons of alternatives according to sub-criteria and ranking of alternatives were calculated with AHP. It has been reached that cost, physical, technical and quality criteria have a significant effect on smart phone selection, as a result. Also; quality is the criterion that affects the decision maker's smart phone preferences at the highest level, and the sub-criteria with the greatest effects are the brand image and esthetic. The proposed model has been applied for two brands which have highest-selling quantities in Turkey and also in the world, in last few years
%K Ak£¿ll£¿ Telefon
%K Analitik Hiyerar£¿i S¨¹reci (AHS)
%K Yap£¿sal E£¿itlik Modeli (YEM)
%U http://dergipark.org.tr/ulikidince/issue/41810/476865