Fuzzy AHP E-reputation Assessment Approach for E-tailers in China
This paper is concerned with the reputation evaluation of e-tailers in b to c context in China. Fuzzy-AHP evaluation is widely used tool for evaluating and ranking problems. In line with the multi-dimensional characteristics of e-tailers reputation, it provides an effective framework for evaluating the e-tailers reputation, including emotional appeal, product and service, website environment. Using data from nearly 130 students are tested who had the experience of shopping in Sohu e-store. By fuzzy AHP approach, the reputation of Sohu E-store is at high level. The results indicate that the three attributes of an e-tailer drive its reputation. Fuzzy AHP approach is suitable to evaluate e-tailers reputation.
fuzzy sets analytical hierarchy process e-reputation
Yanhong Wang
School of Management, Harbin University of Commerce, China
国际会议
第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)
武汉
英文
2746-2753
2009-05-30(万方平台首次上网日期,不代表论文的发表时间)