Ranking Parameters on Quality of Online Shopping Websites Using Multi-Criteria Method

The growing use of Internet in Malaysia provides a developing prospect of online shopping for international students. Also, international students are an outstanding group in online shopping in Malaysia. In view of this, in order to improve increase online shopping among international students and Malaysian online shopping, a research framework was proposed and a survey of international student was done. Proposed research framework considers three key dimensions service quality, information quality and system quality for online shopping website. To gather initial data, international students of UTM were asked. Data was collected from 300 international students of UTM. Using normal TOPSIS and fuzzy- TOPSIS approaches all parameters in hierarchy were ranked. Our findings demonstrated that using fuzzy- TOPSIS method trust, response time, reliability, responsiveness, empathy, timeliness, accuracy of information, navigation and accessibility are the nine first important parameters in online website quality.

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