An AHP-IFT Integrated Model for Performance Evaluation of E-Commerce Web Sites

This study presents a hybrid framework of Analytic hierarchy process and Intuitionistic Fuzzy Technique for Order of Preference by Similarity to Ideal Solution for the assessment and evaluation of E-commerce web site (EWS) performance. The proposed hybrid model enables decision makers to assess and efficiently use intuitionistic fuzzy numbers. In addition, human judgment can effectively be incorporated in the evaluation process. The present model provides an accurate classification of EWS’ performance. A numerical case study is provided to demonstrate the proposed analytic methodology to validate the efficiency and effectiveness of the hybrid model.

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