A Comprehensive Evaluation Method of E-commerce Websites Using GA, CA and AHP

The evaluation of e-commerce Web sites is the main measure of knowing the value, comparing the quality and guiding the construction of the Web sites. With the increasing use of e-commerce Web sites, it is gaining more and more attention, and becoming the focus of study. Of all the evaluation methods, analytic hierarchy process (AHP) is favored by many researchers because of its strict mathematical principles, and considering comprehensive features at the same time. But as we all know, in the process of using AHP we should set up a comparison matrix by comparing pairs of criteria or subcriteria. When there are many Web sites involved, it is very possible that the compare results disagree with each other. However, the two new methods, grey analysis (GA) and concordance analysis (CA) demonstrate their advantages for their demand of comparably few data, simple calculation, and straightaway principles. Furthermore the two methods are easy to achieve programming. This paper presents that in the process of evaluation, we can first apply the two methods to evaluate the e-commerce Web sites. If the results of the two evaluations are the same, we accept the results. Otherwise we use AHP to select the better one of the best results acquired by using the above two methods. By using the combination of the three methods, we acquire a more objective and believable evaluation result. In the fourth part of the paper, we prove that the result of this comprehensive method is the same as only using AHP by applying it to a case. And this method would be much easier when it achieves programming in the future