Abstract
Today, the rate of customers shopping on e-commerce sites is increasing day by day. Especially with the COVID-19 pandemic, which has entered our lives in recent days, a rapid trend towards e-commerce has occurred in the world and in Türkiye. For this reason, e-commerce sites need new marketing strategies and innovative practices in order to compete with each other. In order for e-commerce sites to be one step ahead of their competitors, the comments of customers who have shopped from that site before are of great importance. In this study, it is aimed to rank the e-commerce sites operating in Türkiye under the determined criteria. For this purpose, multi-criteria decision making (MCDM) methods, which are used to decide between alternatives in cases where there is more than one criterion, were used. In the study, first of all, the evaluation criteria of e-commerce sites were determined by interviewing consumers. Since the opinions of the consumers will vary from person to person, it is assumed that the information received from the consumers will be fuzzy and the weights of the criteria are determined with the Pythagorean Fuzzy Analytical Hierarchy Process (PFAHP). In the second part of the study, the criteria weights calculated with PFAHP and customer comments on e-commerce sites were calculated with the Pythagorean Fuzzy TOPSIS (PFTOPSIS) method and the ranking of e-commerce sites operating in Türkiye was made. These methods were computed by Microsoft Excel 2010. With the results obtained, the best e-commerce site was determined.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Le, H.T.K., Carrel, A.L., Shah, H.: Impacts of online shopping on travel demand: a systematic review. Transp Rev. 42, 273–295 (2021)
Dey, S., Jana, B., Gourisaria, M.K., Mohanty, S.N., Chatterjee, R.: Evaluation of Indian B2C E-shopping websites under multi criteria decision-making using fuzzy hybrid technique. Int. J. Appl. Eng. Res. 10, 24551–24580 (2015)
Aydin, S., Kahraman, C.: Evaluation of E-commerce website quality using fuzzy multi-criteria decision making approach. IAENG Int. J. Comput. Sci. 39, 64–70 (2012)
Nguyen, P.A.H.: Evaluating e-commerce design platforms by a fuzzy vikor approach. In: Proceedings of 2019 International Conference on System Science and Engineering, ICSSE 2019, pp. 397–400 (2019)
Yu, X., Guo, S., Guo, J., Huang, X.: Rank B2C e-commerce websites in e-alliance based on AHP and fuzzy TOPSIS. Expert Syst Appl. 38, 3550–3557 (2011)
Li, R., Sun, T.: Assessing factors for designing a successful B2C E-Commerce website using fuzzy AHP and TOPSIS-Grey methodology. Symmetry (Basel) 12 (2020)
Rekik, R.: An integrated fuzzy anp-topsis approach to rank and assess e-commerce web sites. AISC. vol. 1179, pp. 197–209 (2021). https://doi.org/10.1007/978-3-030-49336-3_20
Denguir-Rekik, A., Mauris, G., Montmain, J.: Propagation of uncertainty by the possibility theory in choquet integral-based decision making: Application to an E-commerce website choice support. IEEE Trans. Instrum. Meas. 55, 721–728 (2006)
Wijayanti, W.R., Fajri, A., Dewi, W.R., Ulkhaq, M.M., Ardi, F., Akshinta, P.Y.: Combining the fuzzy AHP and TOPSIS to evaluate service quality of E-commerce website. In: ACM International Conference Proceeding Series, pp. 397–402 (2018)
Rouyendegh, B.D., Topuz, K., Dag, A., Oztekin, A.: An AHP-IFT integrated model for performance evaluation of E-commerce web sites. Inf. Syst. Front. 21(6), 1345–1355 (2018). https://doi.org/10.1007/s10796-018-9825-z
Zavadskas, E.K., Bausys, R., Lescauskiene, I., Usovaite, A.: Multimoora under interval-valued neutrosophic sets as the basis for the quantitative heuristic evaluation methodology hebin. Mathematics 9, 1–19 (2021)
Wang, M.: SA Huarng: An empirical study of internet store customer post-shopping satisfaction. Special Issues Inform. Syst. 3, 632–638 (2002)
Agarwal, R., Venkatesh, V.: Assessing a firm’s Web presence: A heuristic evaluation procedure for the measurement of usability. Inf. Syst. Res. 13, 168–186 (2002)
Wang, M.: Assessment of E-service quality via E-satisfaction in E-commerce globalization. Elect. J. Inform. Syst. 11, 1–4 (2003)
Lantz, B., Hjort, K.: Real e-customer behavioural responses to free delivery and free returns. Electron. Commer. Res. 13, 183–198 (2013)
Lewis, M.: The effect of shipping fees on customer acquisition, customer retention, and purchase quantities. J. Retail. 82, 13–23 (2006)
Wang, M.: Assessment of E-Service quality via E-satisfaction in E-commerce globalization. Electron. J. Inform. Syst. Devel. Countries. 11, 1–4 (2003)
Zaim, H., Ramdani, M., Haddi, A.: Multi-criteria analysis approach based on consumer satisfaction to rank B2C E-commerce websites. In: SITA 2016 - 11th International Conference on Intelligent Systems: Theories and Applications (2016)
Guru, S., Nenavani, J., Patel, V., Bhatt, N.: Ranking of perceived risks in online shopping. Decision: Official J. Indian Inst. Manag. Calcutta 47(2), 137–152 (2020). https://doi.org/10.1007/s40622-020-00241-x
Belouaar, H., Kazar, O., Zouai, M., Merizig, A.: A new ranking approach for E-commerce websites based on fuzzy TOPSIS algorithm. Bull. Elect. Eng. Inform.. 11, 936–946 (2022)
Zhang, X., Xu, Z.: Systems of undefined: Extension of TOPSIS to multiple criteria decision making with Pythagorean fuzzy sets. Wiley Online Library 29, 1061–1078 (2014)
Ilbahar, E., Karaşan, A., Cebi, S., Kahraman, C.: A novel approach to risk assessment for occupational health and safety using Pythagorean fuzzy AHP & fuzzy inference system. Saf Sci. 103, 124–136 (2018)
Yucesan, M., Gul, M.: Hospital service quality evaluation: an integrated model based on Pythagorean fuzzy AHP and fuzzy TOPSIS. Soft. Comput. 24(5), 3237–3255 (2019). https://doi.org/10.1007/s00500-019-04084-2
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Desticioglu Tasdemir, B., Kumcu, S., Ozyoruk, B. (2023). Comparison of E-Commerce Sites with Pythagorean Fuzzy AHP and TOPSIS Methods. In: Kahraman, C., Sari, I.U., Oztaysi, B., Cebi, S., Cevik Onar, S., Tolga, A.Ç. (eds) Intelligent and Fuzzy Systems. INFUS 2023. Lecture Notes in Networks and Systems, vol 759. Springer, Cham. https://doi.org/10.1007/978-3-031-39777-6_40
Download citation
DOI: https://doi.org/10.1007/978-3-031-39777-6_40
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-39776-9
Online ISBN: 978-3-031-39777-6
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)