Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology
The recent hype in online purchasing has skyrocketed the importance of the electronic commerce (e-commerce) industry. One of the core segments of this industry is business-to-consumer (B2C) where businesses use their websites to sell products and services directly to consumers. Thus, it must be take...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-03-01
|
| Series: | Symmetry |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2073-8994/12/3/363 |
| _version_ | 1798041250786443264 |
|---|---|
| author | Ran Li Tao Sun |
| author_facet | Ran Li Tao Sun |
| author_sort | Ran Li |
| collection | DOAJ |
| description | The recent hype in online purchasing has skyrocketed the importance of the electronic commerce (e-commerce) industry. One of the core segments of this industry is business-to-consumer (B2C) where businesses use their websites to sell products and services directly to consumers. Thus, it must be taken care of that B2C websites are designed in a way which can build a trustworthy and long-term relationship between businesses and consumers. Thus, this study assesses and prioritizes factors for designing a successful B2C e-commerce website. The study employs multi-criteria decision making (MCDM), and to minimize any ambiguity and greyness in the decision-making, it integrates fuzzy and grey respectively with the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) to form FAHP and TOPSIS-Grey. Initially, the study conducts a thorough literature survey to screen important factors reported in past studies. Five main factors and nineteen sub-factors were selected for further prioritization. Later, FAHP prioritized factors based on their importance. Finally, based on the FAHP results, TOPSIS-Grey ranked five alternatives (e-commerce websites). FAHP revealed “service quality” as the most successful website designing factor, while TOPSIS-Grey reported “Website-3” as the most successful website, having incorporated the factors required to design a successful website. |
| first_indexed | 2024-04-11T22:18:52Z |
| format | Article |
| id | doaj.art-24c275dfce104f00a0b50d925d375708 |
| institution | Directory Open Access Journal |
| issn | 2073-8994 |
| language | English |
| last_indexed | 2024-04-11T22:18:52Z |
| publishDate | 2020-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Symmetry |
| spelling | doaj.art-24c275dfce104f00a0b50d925d3757082022-12-22T04:00:15ZengMDPI AGSymmetry2073-89942020-03-0112336310.3390/sym12030363sym12030363Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey MethodologyRan Li0Tao Sun1College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, Jiangsu, ChinaCollege of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, Jiangsu, ChinaThe recent hype in online purchasing has skyrocketed the importance of the electronic commerce (e-commerce) industry. One of the core segments of this industry is business-to-consumer (B2C) where businesses use their websites to sell products and services directly to consumers. Thus, it must be taken care of that B2C websites are designed in a way which can build a trustworthy and long-term relationship between businesses and consumers. Thus, this study assesses and prioritizes factors for designing a successful B2C e-commerce website. The study employs multi-criteria decision making (MCDM), and to minimize any ambiguity and greyness in the decision-making, it integrates fuzzy and grey respectively with the Analytical Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) to form FAHP and TOPSIS-Grey. Initially, the study conducts a thorough literature survey to screen important factors reported in past studies. Five main factors and nineteen sub-factors were selected for further prioritization. Later, FAHP prioritized factors based on their importance. Finally, based on the FAHP results, TOPSIS-Grey ranked five alternatives (e-commerce websites). FAHP revealed “service quality” as the most successful website designing factor, while TOPSIS-Grey reported “Website-3” as the most successful website, having incorporated the factors required to design a successful website.https://www.mdpi.com/2073-8994/12/3/363b2c e-commerce factorswebsitemcdmfuzzy ahptopsis-greychina |
| spellingShingle | Ran Li Tao Sun Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology Symmetry b2c e-commerce factors website mcdm fuzzy ahp topsis-grey china |
| title | Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology |
| title_full | Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology |
| title_fullStr | Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology |
| title_full_unstemmed | Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology |
| title_short | Assessing Factors for Designing a Successful B2C E-Commerce Website using Fuzzy AHP and TOPSIS-Grey Methodology |
| title_sort | assessing factors for designing a successful b2c e commerce website using fuzzy ahp and topsis grey methodology |
| topic | b2c e-commerce factors website mcdm fuzzy ahp topsis-grey china |
| url | https://www.mdpi.com/2073-8994/12/3/363 |
| work_keys_str_mv | AT ranli assessingfactorsfordesigningasuccessfulb2cecommercewebsiteusingfuzzyahpandtopsisgreymethodology AT taosun assessingfactorsfordesigningasuccessfulb2cecommercewebsiteusingfuzzyahpandtopsisgreymethodology |