Firms and Consumer Attitudes in the Digital Market

Abstract

With the digitalization experienced as a result of technological developments, global economies have been affected in various ways, and data and information flows have accelerated. Technological developments that significantly increased the spread of information have undoubtedly affected all consumers and businesses. Especially with the widespread use of mobile-internet-based applications, consumers spend more time and shop on digital platforms. It is thought that businesses need to analyze digital consumer attitudes and benefit from marketing activities and digital marketing opportunities to gain a competitive advantage in digital markets. For this reason, it is aimed to determine the criteria that affect the consumer attitude in digital markets and the most suitable firm according to these criteria by using the analytical hierarchy process (AHP) method. Within the scope of the research, three different firms in the field of e-trade were evaluated based on expert opinion according to five criteria.