Comparative performance measurement of online shopping sites with fuzzy and non-fuzzy multi criteria decision making methods

Online shopping is a combination of goods or services that consumers buy on the internet regarding their needs. As a result of technological developments, the rate of online shopping is increasing rapidly with the expansion of the internet. Thus, new competitive conditions are created for online shopping sites. Satisfying consumer expectations, being preferable and gaining consumer loyalty are the main goals of online shopping sites. Therefore, it is essential to determine and analyze consumer expectations. This study aims to evaluate the performance of online shopping sites by using multi-criteria decision-making methods. Data were collected through surveys answered by Uşak University's academic and administrative staff and then the analysis of the data was carried out with Microsoft Excel. The evaluation was carried out in fuzzy and non-fuzzy forms of TOPSIS, VIKOR, MOORA and WASPAS methods under 7 main criteria and 21 sub-criteria for 6 alternatives. According to the results, the best alternative site was the N11 online shopping site. In addition, the result of the study shows that the most important criterion is security/reliability/privacy while the insignificant criterion is the campaign. It is concluded that there was no significant difference between the results of fuzzy and non-fuzzy methods.