In the assessment stage of the process, young Turkish consumers of the two online
auction and shopping web sites, Hem Al Hem Sat (hemalhemsat.com) and Gitti Gidiyor
(gittigidiyor.com), completed a questionnaire in paper format. The questionnaire
consisted of three main parts. The first part covered demographic questions designed to
solicit information about the respondents. The second part asked the respondents to
make pair-wise comparisons of the factors related with functionality and usability
according to the relationship matrix structured by the experts. The third part asked the
respondents to compare the two web sites based on each factor. An element of the
questionnaire relating to the second and third part can be seen in Figure 3. In total, 60
questionnaires were collected from the undergraduate students of Istanbul Technical
University. The demographic profiles of the respondents can be seen in Table II. The
average age of the respondents was 22.9 years and most were male. The majority of the