Using fuzzy TOPSIS method for evaluating the competitive advantages of shopping websites

Chia Chi Sun*, Grace TR Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

144 Scopus citations


Taking into consideration technology acceptance factors, website service quality and specific holdup cost factors, this research explores how shopping websites to establish their competitive advantages through these dimensions. We begin with an examination of the literature on shopping websites about its competitive advantages upon which we propose a conceptual framework. Then this research adopts the fuzzy TOPSIS as the analytical tool that determines the weights of each criterion. Fuzzy theory provides a proper tool to encounter with uncertainties and complex environment. The purpose of this paper is to use the fuzzy TOPSIS method based on fuzzy sets in solving MCDM problems. From our research results, the security and trust are the most important factors for improving the competitive advantage of shopping website. Moreover, the PCHome and Yahoo Taiwan rank the first two positions for shopping websites. This paper draws on the research results for implications of managerial practice, and then suggests some empirical tactics in order to enhance management performance for the website shopping industry.

Original languageEnglish
Pages (from-to)11764-11771
Number of pages8
JournalExpert Systems with Applications
Issue number9
StatePublished - 1 Nov 2009


  • Fuzzy TOPSIS
  • Shopping website
  • Specific holdup cost
  • Technology acceptance factors
  • Website service quality

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