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Multi-criteria analysis approach based on consumer satisfaction to rank B2C E-commerce websites

机译：基于消费者满意度对B2C电子商务网站进行消费满意度的多标准分析方法

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摘要

Assessing business-to-consumer (B2C) e-commerce websites quality can be considered as a multi criteria decision making (MCDM) problem because of its complex structure including qualitative and quantitative factors. The Decision-making involves choosing the best e-commerce website or constructing a total or partial ordering over a multitude of websites. The existing ranking process doesn't assign each website to a consumer satisfaction levels. Moreover, despite the volume of research dedicated to prioritize influencing factors on online customer satisfaction, and considering the multiple attribute decision making (MADM) methods, it becomes necessary to assign consideration weights of website quality attributes based not only on manager interests but also on consumer feedbacks. In this paper we propose a new approximate weighting approach to aid multi attribute decision analysis to find weight associated to every e-commerce website criterion. Our study takes advantage from consumer opinions considering the fact that consumers may use numeric, nominal and fuzzy values to describe their viewpoints. Hence the proposed approach provides marketing managers with a useful tool to rank websites and to choose the most suited one to publish their products.
机译：评估业务到消费者（B2C）电子商务网站质量可以被视为多标准决策（MCDM）问题，因为其复杂结构包括定性和定量因素。决策涉及选择最佳的电子商务网站或在众多网站上构建总数或部分排序。现有的排名进程不会将每个网站分配给消费者满意度水平。此外，尽管研究了在线客户满意度的影响因素优先考虑了多个属性决策（MADM）方法，但不仅必须基于经理兴趣而且还要在经理兴趣，而且还要在消费者上分配基于网站优质属性的考虑权重反馈。在本文中，我们提出了一种新的近似加权方法来帮助多个属性决策分析，以找到与每个电子商务网站标准相关的权重。我们的研究从消费者的意见中利用了消费者可能使用数字，标称和模糊值来描述其观点的事实。因此，拟议的方法为营销管理人员提供了一个有用的工具来排名网站，并选择最适合发布其产品的工具。

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