Application of Fuzzy AHP method for ranking the effective factors on the Internet shopping (Case study: Customers of the Androidiha website)

Enaam HAMIDFARHANI, Manouchehr KELARESTAGHI, Mehdi JAVANMARD
1.718 667

Abstract


Abstract. Nowadays, by developing the electronic and Internet systems, businesses and industries owners have tried to develop and offer their services through this way. For this reason, many effective factors on the Internet shopping have been studied by researchers, but, in this paper, it is tried to select the most important factors among the effective factors on the Internet shopping. According to the research subject, ranking all effective factors on the Internet shopping is a very difficult and time consuming work, thus, by studying, and surveying several studies, seven criteria and thirty-two sub-criteria were selected among a large number of these factors after determining and verifying by experts and pairwise comparisons questionnaires were distributed in the statistical sample. Then, weight and rank of the main criterion and sub-criterion were obtained using Chang development analytical method and it was indicated that among the main factors influencing the Internet shopping in this study, website security factors, product quality, product price, users’ good support, ease of use, speed of shopping and website design are respectively the first to seventh ranks of influencing the customers’ Internet shopping.


Keywords


Ranking, Internet shopping, fuzzy hierarchy analysis, Chang developmental analysis, AHP Fuzzy

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