An Innovative B2C E-commerce Websites Selection using the ME-OWA and Fuzzy AHP

Abstract

Today internet has emerged as a huge market- place of products and services for meeting needs of more than a million customers worldwide. It provides users a platform to access information globally in electronic form as well as in terms of business transaction, such as,e-payments, e-orders and e-booking etc. The advent of the internet has led to the estab- lishment of electronic commerce. Today a large number of B2C e-commerce websites are available, which makes it difficult not only for the customers to find right product at right price, but also for a company to choose a better site for selling its prod- uct. Thus, there is need to rank e-commerce websites in B2C electronic commerce. The objective of this paper is to rank e- commerce websites on the basis of success factors, namely, Sys- tem Quality, Content Quality, Usages, Trust, Customer Sup- port, Online Customer Feedback and Personalization. Here we have used a two stage approach combining maximum entropy- ordered weighted averaging aggregation (ME-OWA) with fuzzy Analytic Hierarchy Process (FAHP) for choosing the best B2C e-commerce website