THE DETERMINANTS OF E-COMMERCE WEBSITE SELECTION USING DELPHI - FUZZY EVALUATION METHOD: A CASE STUDY OF VIETNAM

Abstract

Vietnam is one of the developing countries that is approving and bringing e-commerce into an important element. It leads to changing the behavior of users in Vietnam in which people can use electronic device features to do shopping activities. Along with the occurrence and development of E-commerce, customers can have benefited from a diversity of choices but it causes a fiercer competition among these e-retailers at the same time. Understanding the criteria that influence the choice of e-commerce websites is vital. Hence, the study aims to examine the criteria affecting the selection of websites of customers by applying a modified Delphi method and fuzzy theory. The results illustrate that among 11 factors, product or service quality is prioritized as selecting a website, followed by feedback from previous customers.