THE IDENTIFICATION AND PRIORITIZATION OF SUCCESS FACTORS FOR ONLINE EGYPTIAN FASHION RETAILERS USING THE ANALYTIC HIERARCHY PROCESS

Authors

  • Shereen Mohamed Morsi Arab Academy for Science, Technology, & Maritime Transport

DOI:

https://doi.org/10.7903/ijecs.2192

Keywords:

E-commerce, Online Fashion retailers, Multi-Criterion Decision making(MCDM), AHP, Egypt

Abstract

The rapidly growing online fashion retailing in Egypt has resulted in many structural changes. The change in online consumer needs has made an importance for identifying the factors that are essential for growth and success in online fashion retail. The research attempts to determine the factors and sub-factors that influence the preference of consumers for online fashion retailers. The factors with their weights were determined and prioritized by using the analytic hierarchy process (AHP). The study started off by conducting a thorough literature review to check for significant elements mentioned in earlier research. Five main factors and twenty sub-factors were identified based on earlier researches in electronic retail and experts’ views from the online fashion retail sector in Egypt. Finally, based on the AHP results the “website design” is the most influential on online consumers and especially the sub-factors of navigation, and responsiveness. The second category of importance is website facilities, followed by post-order services. These findings shed light on the factors that are specifically important to online Egyptian retailers of fashion for success and growth

Author Biography

Shereen Mohamed Morsi, Arab Academy for Science, Technology, & Maritime Transport

I am an Associate Professor at the College of Management and Technology, Arab Academy for Science and Technology, Cairo, Egypt. I was awarded her PhD in 2007, the University of Sunderland, UK. I am Certified in data analysis, digital marketing, and google analytics to electronic commerce field. My current teaching is mainly in the Business Information Systems field, including Digitalization, MIS and E-Business. I have published 10 publications, in academic journal articles and conference papers, and a book. She has successfully supervised 5 academic theses, one PhD theses, and 4 Master theses. I am participating in charity work with social responsibility teaching, research and donation activities.

References

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Published

2023-06-26

Issue

Section

Regular Articles