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Cited by 25Multi-Criteria Decision MakingE-commerce and Technology InnovationsTechnology Adoption and User Behaviour

On the Factors of Successful e-Commerce Platform Design during and after COVID-19 Pandemic Using Extended Fuzzy AHP Method

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Simjanović, Dušan J., Zdravković, Nemanja, Vesić, Nenad O.·2022·Axioms
DOI 10.3390/axioms11030105
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Abstract

The ongoing COVID-19 pandemic has caused a paradigm shift in all aspects of contemporary human life. Everyday activities such as shopping have shifted from traditional methods to the ever-more growing online variants, allowing for an increase in electronic commerce (e-commerce) industry. As more services become available online, consumers often rely on trusted services, which are often reflected on the web and mobile platforms they are presented on. In this paper, we study the factors for successful e-commerce platform design in the Western Balkans region using Fuzzy Analytical Hierarchy Process (FAHP) with triangular fuzzy numbers. After an extensive literature overview, interviews with representatives of top-ranking e-commerce companies in the region, and the analysis of experts’ opinions, we select a number of factors and sub-factors for prioritization, taking into account pre-pandemic factors, as well as the ones of the pandemic itself. We extend the FAHP model, which now consists of five (instead of three) points of view. Finally, we present and discuss the results in the form of tables and graphs, as well as an overall recommendation of what should be taken into account when designing an e-commerce platform. Our results rank service quality and security factors first and criteria such as multilingual support last.

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  • Recently introduced semi-pessimistic and semi-optimistic points of view have been proposed, corresponding to λ = 0.25 and λ = 0.75, respectively, providing a more nuanced interpretation of uncertainty.

    “In addition to the pessimistic and optimistic perspectives, recently introduced semi-pessimistic and semi-optimistic points of view have been proposed, corresponding to λ = 0.25 and λ = 0.75, respectively, providing a more nuanced interpretation of uncertainty [51].”

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Cited by

Sorted by citations

Authors
Simjanović, D. J., Zdravković, N., & Vesić, N. O.
Affiliations
  • Metropolitan University (RS)
  • Serbian Academy of Sciences and Arts (RS)
Corresponding author
Simjanović, Dušan J.
ORCID
Venue
Axioms
Publisher
MDPI AG
Published
2022-02-26
Volume
11
Issue
3
Pages
105
ISSN
2075-1680 (ISSN-L)
DOI
10.3390/axioms11030105
OpenAlex
W4214613688
Cited by
25
References
72
Citations by year
2026: 3 · 2025: 4 · 2024: 10 · 2023: 7 · 2022: 1
FWCI
3.37
Type
journal article
Language
en
Open access
Licence
Locations
  • Axioms (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
Topics
  • Social Sciences › Decision Sciences › Management Science and Operations Research › Multi-Criteria Decision Making
  • Social Sciences › Business, Management and Accounting › Business and International Management › E-commerce and Technology Innovations
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Keywords
e-commerce platform design, COVID-19 pandemic, online shopping, service quality, platform security, multilingual support, Western Balkans, fuzzy analytic hierarchy process, triangular fuzzy numbers, multi-criteria decision making

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