A quality evaluation model for the design quality of online shopping websites

Design quality of websites is known to have a positive impact on user attention. Although there are lots of papers that investigate design qualities of websites in the literature, none of them takes into account interactions among design characteristics. The main objective of this study is to evaluate the perceived design quality of websites while considering the interactions among design characteristics. For this purpose, a new approach named the quality evaluation model (QuEM), which includes fuzzy set theory, the decision-making trial and evaluation laboratory method (DEMATEL), and generalized Choquet integral techniques, is proposed. The critical design characteristics of websites are determined based on interactions among them by using DEMATEL. Then, the degrees of importance are utilized in the generalized Choquet integral to evaluate the perceived design quality of website designs. Fuzzy set theory is utilized to cope with ambiguity in the linguistic evaluation of the different design characteristics and supports the analysis of the collected data. Finally, the proposed method is applied for the evaluation of the quality of the most used shopping websites in Turkey.

[1]  Wen-Shiung Lee,et al.  Analysis of decision making factors for equity investment by DEMATEL and Analytic Network Process , 2011, Expert Syst. Appl..

[2]  Gavriel Salvendy,et al.  Factor structure of web site creativity , 2009, Comput. Hum. Behav..

[3]  Gwo-Hshiung Tzeng,et al.  A balanced scorecard approach to establish a performance evaluation and relationship model for hot spring hotels based on a hybrid MCDM model combining DEMATEL and ANP , 2011 .

[4]  Michel Grabisch,et al.  A decade of application of the Choquet and Sugeno integrals in multi-criteria decision aid , 2010, Ann. Oper. Res..

[5]  Cengiz Kahraman,et al.  Multi-criteria warehouse location selection using Choquet integral , 2010, Expert Syst. Appl..

[6]  Gwo-Hshiung Tzeng,et al.  Using fuzzy integral for evaluating subjectively perceived travel costs in a traffic assignment model , 2001, Eur. J. Oper. Res..

[7]  Jiunn-I Shieh,et al.  Evaluating performance criteria of Employment Service Outreach Program personnel by DEMATEL method , 2010, Expert Syst. Appl..

[8]  Ömer Engin Akbulut,et al.  Web site designers’ opinions about the visual elements , 2010 .

[9]  Soyoung Kim,et al.  Dimensional hierarchy of retail website quality , 2004, Inf. Manag..

[10]  Paul D. Gader,et al.  Generalized Choquet fuzzy integral fusion , 2002, Inf. Fusion.

[11]  Chyuan Perng,et al.  A strategic website evaluation of online travel agencies , 2011 .

[12]  Morten Moshagen,et al.  Facets of visual aesthetics , 2010, Int. J. Hum. Comput. Stud..

[13]  Gleb Beliakov,et al.  Aggregation Functions: A Guide for Practitioners , 2007, Studies in Fuzziness and Soft Computing.

[14]  Yi-Chung Hu,et al.  Finding critical criteria of evaluating electronic service quality of Internet banking using fuzzy multiple-criteria decision making , 2011, Appl. Soft Comput..

[15]  Xiaohong Chen,et al.  Induced intuitionistic fuzzy Choquet integral operator for multicriteria decision making , 2011, Int. J. Intell. Syst..

[16]  A. I. Ölçer,et al.  A new fuzzy multiple attributive group decision making methodology and its application to propulsion/manoeuvring system selection problem , 2005, Eur. J. Oper. Res..

[17]  Soyoung Kim,et al.  Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention , 2010 .

[18]  Emilio Fontela,et al.  DEMATEL: Progress achieved , 1974 .

[19]  M. Sugeno,et al.  An interpretation of fuzzy measures and the Choquet integral as an integral with respect to a fuzzy , 1989 .

[20]  Alexandre N. Tuch,et al.  Symmetry and aesthetics in website design: It's a man's business , 2010, Comput. Hum. Behav..

[21]  Gwo-Hshiung Tzeng,et al.  Building an effective safety management system for airlines , 2008 .

[22]  Gwo-Hshiung Tzeng,et al.  A value-created system of science (technology) park by using DEMATEL , 2009, Expert Syst. Appl..

[23]  Wen-Hsien Tsai,et al.  A novel hybrid model based on DEMATEL and ANP for selecting cost of quality model development , 2010 .

[24]  Gwo-Jen Hwang,et al.  Developing multi-dimensional evaluation criteria for English learning websites with university students and professors , 2011, Comput. Educ..

[25]  Selçuk Çebi,et al.  Determining importance degrees of website design parameters based on interactions and types of websites , 2013, Decis. Support Syst..

[26]  Gwo-Hshiung Tzeng,et al.  Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS , 2004, Eur. J. Oper. Res..

[27]  Cengiz Kahraman,et al.  Developing a group decision support system based on fuzzy information axiom , 2010, Knowl. Based Syst..

[28]  Tao Zhou,et al.  The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior , 2009, Inf. Syst. Manag..

[29]  Linda S. Niehm,et al.  The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing , 2009 .

[30]  D. Schmeidler.  Subjective Probability and Expected Utility without Additivity , 1989 .

[31]  Jin-Su Kang,et al.  Using DEMATEL method to explore the core competences and causal effect of the IC design service company: An empirical case study , 2011, Expert Syst. Appl..

[32]  Jung-Hsien Chiang,et al.  Aggregating membership values by a Choquet-fuzzy-integral based operator , 2000, Fuzzy Sets Syst..

[33]  Chih-Hong Huang,et al.  An integrated decision model for evaluating educational web sites from the fuzzy subjective and objective perspectives , 2010, Comput. Educ..

[34]  Cengiz Kahraman,et al.  A fuzzy approach to e-banking website quality assessment based on an integrated AHP-ELECTRE method , 2011 .

[35]  Luis M. de Campos,et al.  Characterization and comparison of Sugeno and Choquet integrals , 1992 .

[36]  Quan Zhou,et al.  Identifying critical success factors in emergency management using a fuzzy DEMATEL method , 2011 .

[37]  Gwo-Hshiung Tzeng,et al.  Combined DEMATEL technique with a novel MCDM model for exploring portfolio selection based on CAPM , 2011, Expert Syst. Appl..

[38]  Steven Walczak,et al.  The relationship between website quality, trust and price premiums at online auctions , 2010, Electron. Commer. Res..

[39]  Younghwa Lee,et al.  Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach , 2006, Decis. Support Syst..

[40]  Ching-Hsue Cheng,et al.  Evaluating the risk of failure using the fuzzy OWA and DEMATEL method , 2011, J. Intell. Manuf..

[41]  Wei-Wen Wu,et al.  Developing global managers' competencies using the fuzzy DEMATEL method , 2007, Expert Syst. Appl..

[42]  B. Bai,et al.  The impact of website quality on customer satisfaction and purchase intentions : evidence from Chinese online visitors , 2008 .

[43]  Joseph S. Valacich,et al.  Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality , 2011, J. Assoc. Inf. Syst..

[44]  Jiunn-I Shieh,et al.  A DEMATEL method in identifying key success factors of hospital service quality , 2010, Knowl. Based Syst..

[45]  Wei-Shang Fan,et al.  Factors driving website success – the key role of Internet customisation and the influence of website design quality and Internet marketing strategy , 2010 .

[46]  Sangwon Lee,et al.  The effects of usability and web design attributes on user preference for e-commerce web sites , 2010, Comput. Ind..

[47]  Hsiu-Fen Lin,et al.  The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context , 2007 .

[48]  Moshe Zviran,et al.  User satisfaction from commercial web sites: The effect of design and use , 2006, Inf. Manag..

[49]  Gwo-Hshiung Tzeng,et al.  Fuzzy decision maps: a generalization of the DEMATEL methods , 2010, Soft Comput..

[50]  Jean Talbot,et al.  Interface design and emotions experienced on B2C Web sites: Empirical testing of a research model , 2008, Comput. Hum. Behav..

[51]  Nathalie Bonnardel,et al.  The impact of colour on Website appeal and users' cognitive processes , 2011, Displays.

[52]  Damien Trentesaux,et al.  WISDOM: A website design method based on reusing design and software solutions , 2010, Inf. Softw. Technol..

[53]  Xiang Fang,et al.  An empirical study of web site navigation structures' impacts on web site usability , 2007, Decis. Support Syst..

[54]  Hsin-Hung Wu,et al.  A DEMATEL method to evaluate the causal relations among the criteria in auto spare parts industry , 2011, Appl. Math. Comput..

[55]  Hsiu-Fen Lin,et al.  An application of fuzzy AHP for evaluating course website quality , 2010, Comput. Educ..

[56]  Jun Guo,et al.  Rank B2C e-commerce websites in e-alliance based on AHP and fuzzy TOPSIS , 2011, Expert Syst. Appl..

[57]  P. Coutant,et al.  Lateral Vehicle Behaviour: Comparison of Subjective/Objective Assessment Using the Choquet Integral , 2000 .

[58]  Andrea Everard,et al.  Online ads in familiar and unfamiliar sites: effects on perceived website quality and intention to reuse , 2009, Inf. Syst. J..

[59]  Semiral Öncü,et al.  Conducting preliminary steps to usability testing: investigating the website of Uludağ University , 2010 .

[60]  Gwo-Hshiung Tzeng,et al.  An integrated MCDM technique combined with DEMATEL for a novel cluster-weighted with ANP method , 2011, Expert Syst. Appl..

[61]  Ming-Lang Tseng,et al.  Application of fuzzy DEMATEL to develop a cause and effect model of municipal solid waste management in Metro Manila , 2009, Environmental monitoring and assessment.

[62]  Javad Jassbi,et al.  A Fuzzy DEMATEL framework for modeling cause and effect relationships of strategy map , 2011, Expert Syst. Appl..

[63]  Chih-Hung Wu,et al.  Fuzzy DEMATEL method for developing supplier selection criteria , 2011, Expert Syst. Appl..

[64]  Gwo-Hshiung Tzeng,et al.  A novel MCDM combining DEMATEL technique for technology evaluation , 2010, PICMET 2010 TECHNOLOGY MANAGEMENT FOR GLOBAL ECONOMIC GROWTH.

[65]  Tolga Kaya,et al.  Multi-attribute Evaluation of Website Quality in E-business Using an Integrated Fuzzy AHPTOPSIS Methodology , 2010, Int. J. Comput. Intell. Syst..

[66]  Kevin Grant,et al.  Factors affecting the adoption of Internet Banking in Hong Kong - implications for the banking sector , 2007, Int. J. Inf. Manag..

[67]  Gwo-Hshiung Tzeng,et al.  Combined DEMATEL techniques with novel MCDM for the organic light emitting diode technology selection , 2011, Expert Syst. Appl..

[68]  G. Choquet.  Theory of capacities , 1954 .

[69]  Iuan-Yuan Lu,et al.  The evaluation of service quality using generalized Choquet integral , 2006, Inf. Sci..

[70]  Yi-Ching Hsieh,et al.  Website quality and customer's behavioural intention: an exploratory study of the role of information asymmetry , 2005 .