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Online Store Attribute Preferences: A Gender Based Perspective and MCDM Approach

Online Store Attribute Preferences: A Gender Based Perspective and MCDM Approach
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Author(s): Praveen Ranjan Srivastava (Indian Institute of Management (IIM) Rohtak Campus, Sunaria (Rohtak), 124001, India), Anand Sharma (Indian Institute of Management (IIM) Rohtak Campus, Sunaria (Rohtak), 124001, India), Rama Shankar Yadav (Indian Institute of Management (IIM) Rohtak Campus, Sunaria (Rohtak), 124001, India), Satyendra Kumar Sharma (BITS Pilani, Rajasthan, India) and Inderjeet Kaur (Indian Institute of Management (IIM) Rohtak Campus, Sunaria (Rohtak), 124001, India)
Copyright: 2021
Pages: 16
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch024

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Abstract

This article describes how purchasing from an online store depends on various attributes of the online store. The relative importance given to a particular factor may vary across gender. Thus, it generates a scope of inquiry for understanding the consumer behavior while making an online purchase. Hence, this article tries to understand the relative importance of the factors affecting consumers buying behaviors while shopping online. This article utilizes Fuzzy AHP and TOPSIS for finding relative weights of criteria and ranking of the alternatives available respectively. The results were analyzed for finding the relative importance of factors across gender. The article finds that security of transactions is the topmost priority for both males and females, but they put a different level of importance on rest of the factors. The results provide valuable insights which can help the online stores in prioritizing the important factors for future improvements.

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