Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi

Yıl 2024, Cilt: 14 Sayı: 1, 107 - 134, 25.03.2024

Ergül Kısa Toğrul

https://doi.org/10.18074/ckuiibfd.1360953

Öz

Hızla büyüyen ve rekabetin oldukça yüksek olduğu mobil uygulama pazarında uygulamanın hangi fiyatla piyasaya sunulacağı oldukça kritik bir karardır. Bu çalışmanın amacı üç yönlüdür. Mobil uygulamaların göreli etkinliklerinin ölçülmesi, en etkin birimlerin tespit edilmesi ve Veri Zarflama Analizi (VZA) yönteminin etkin/rekabetçi fiyat belirleme amacıyla da kullanılabileceğinin gösterilmesidir. Bu amaçlar doğrultusunda, dünya çapında en popüler mobil uygulama kategorilerinden 8 kategoride Google Play Store’daki ilk 20 ücretli mobil uygulamanın VZA ile göreli etkinlikleri hesaplanmış, süper-etkinlik VZA ile her bir kategoride en etkin birimler belirlenmiş ve etkin olmayan birimlerin etkin olabilmeleri için ulaşmaları gereken hedef girdi değerleri saptanmıştır. VZA modeli sonucunda kategorilerin genelinde 57 uygulamanın etkin olduğu bulgusu elde edilmiştir. Süper-etkinlik VZA sonuçlarına göre ise tüm kategorilerde sıralamanın en başında yer alan 18 adet uygulama bulunmaktadır.

Anahtar Kelimeler

Veri Zarflama Analizi, VZA, Etkinlik, Fiyat, Fiyat Belirleme Stratejisi, Mobil Uygulama, Mobil Uygulama Pazarı

Etik Beyan

"Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi" başlıklı çalışmamın herhangi bir canlı veya canlı grubu üzerinde araştırma, gözlem, anket ve benzeri çalışma içermemesi sebebiyle etik kurul izni gerektirmeyen çalışmalar arasında yer aldığını beyan ederim.

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