Title: Shopping website selection for lifestyle products using the AHP and TOPSIS methods under fuzzy environment

Authors: Sumit Kumar; Soni Wadhwa; Bibhas Chandra

Addresses: School of Entrepreneurship and Management Studies, School of Liberal Arts and Social Sciences, SRM University AP, Mangalagiri – Mandal, Neeru Konda, Amaravati, Andhra Pradesh 522502, India ' School of Entrepreneurship and Management Studies, School of Liberal Arts and Social Sciences, SRM University AP, Mangalagiri – Mandal, Neeru Konda, Amaravati, Andhra Pradesh 522502, India ' Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, Jharkhand 826004, India

Abstract: Website selection is pivotal to virtual shopping. Consumers evaluate online retailers' websites on the basis of identified criteria and sub-criteria before undergoing shopping. Among all product categories, the lifestyle segment occupies a sumptuous pie of online retail. The present study attempts to rank shopping websites for fashion and lifestyle segments in the fuzzy environment using an assessment for the analytic hierarchy process model and fuzzy TOPSIS. A case analysis has been performed to exhibit the feasibility and effectiveness of the proposed model. Marketers may arrive at strategic insights and use them to augment their existing policies to cater to the customers' requirements as discussed in this study.

Keywords: shopping website; online stores; fashion and lifestyle; India; multiple criteria decision making; MCDM; analytical hierarchy process; AHP; fuzzy TOPSIS; sensitivity analysis.

DOI: 10.1504/IJEMR.2023.131820

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.3, pp.313 - 349

Received: 22 Jun 2021
Accepted: 19 Nov 2021
Published online: 04 Jul 2023 *

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