Fuzzy AHP E-reputation Assessment Approach for E-tailers in China

摘要

This paper is concerned with the reputation evaluation of e-tailers in b to c context in China. Fuzzy-AHP evaluation is widely used tool for evaluating and ranking problems. In line with the multi-dimensional characteristics of e-tailers reputation, it provides an effective framework for evaluating the e-tailers reputation, including emotional appeal, product and service, website environment. Using data from nearly 130 students are tested who had the experience of shopping in Sohu e-store. By fuzzy AHP approach, the reputation of Sohu E-store is at high level. The results indicate that the three attributes of an e-tailer drive its reputation. Fuzzy AHP approach is suitable to evaluate e-tailers reputation.