The Evaluation of B2C E-Commerce Web Sites Based on Fuzzy AHP

E-commerce is one of the most important developments in Internet application. To be successful in the e-commerce marketplace organizations will need to provide high quality web sites that attract and retain users. Hence, evaluation methods for the effectiveness of e-commerce Web sites are a critical issue in both practice and research. The evaluation process involves human subjectivity and it is a multiple-criteria decision making (MCDM) problem in the presence of many quantitative and qualitative attributes. This paper presents fuzzy analytic hierarchy process model to measure the e-commerce web sites¿ performance. The study has investigated three web sites with the proposed method.