Using TOPSIS and modified TOPSIS methods for evaluating the competitive advantages of internet shopping malls

Taking into consideration personal innovativeness on information technology, web quality dimension, information and e-service dimension, incentives and post purchase service and online reputation, this research explores how internet shopping malls to establish their competitive advantages through these dimensions. This study starts with an examination of the literature on internet shopping malls about their competitive advantages upon which we develop conceptual framework and proposed a research model. Data is collected through structured questionnaire by survey of experts. TOPSIS is used to rank internet shopping malls and modified TOPSIS is applied to check sensitivity of results. From this study results, information and e-service dimension and online reputation are the most important factors for improving competitive advantage of internet shopping malls. Moreover, Flipkart and Myntra rank the first two positions for internet shopping malls. This study draws on the research results for implications of managerial practice, and then suggests some empirical tactics in order to enhance management performance for the online service providers.

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