Next Article in Journal
Multi-Scale Insights on the Threshold Pressure Gradient in Low-Permeability Porous Media
Next Article in Special Issue
Implementing a Novel Use of Multicriteria Decision Analysis to Select IIoT Platforms for Smart Manufacturing
Previous Article in Journal
Multi-Granulation Picture Hesitant Fuzzy Rough Sets
Previous Article in Special Issue
Integrated Decision-Making Approach Based on SWARA and GRA Methods for the Prioritization of Failures in Solar Panel Systems under Z-Information
Open AccessArticle

Assessing Factors for Designing a Successful B2C E-Commerce Website Using Fuzzy AHP and TOPSIS-Grey Methodology

by 1,2,* and 1
1
College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, Jiangsu, China
2
Jincheng College, Nanjing University of Aeronautics and Astronautics, Nanjing 211156, Jiangsu, China
*
Author to whom correspondence should be addressed.
Symmetry 2020, 12(3), 363; https://doi.org/10.3390/sym12030363
Received: 23 January 2020 / Revised: 25 February 2020 / Accepted: 27 February 2020 / Published: 2 March 2020
(This article belongs to the Special Issue Uncertain Multi-Criteria Optimization Problems)
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. View Full-Text
Keywords: B2C e-commerce factors; website; MCDM; Fuzzy AHP; TOPSIS-Grey; China B2C e-commerce factors; website; MCDM; Fuzzy AHP; TOPSIS-Grey; China
Show Figures

Figure 1

MDPI and ACS Style

Li, R.; Sun, T. Assessing Factors for Designing a Successful B2C E-Commerce Website Using Fuzzy AHP and TOPSIS-Grey Methodology. Symmetry 2020, 12, 363. https://doi.org/10.3390/sym12030363

AMA Style

Li R, Sun T. Assessing Factors for Designing a Successful B2C E-Commerce Website Using Fuzzy AHP and TOPSIS-Grey Methodology. Symmetry. 2020; 12(3):363. https://doi.org/10.3390/sym12030363

Chicago/Turabian Style

Li, Ran; Sun, Tao. 2020. "Assessing Factors for Designing a Successful B2C E-Commerce Website Using Fuzzy AHP and TOPSIS-Grey Methodology" Symmetry 12, no. 3: 363. https://doi.org/10.3390/sym12030363

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop