THE IDENTIFICATION AND PRIORITIZATION OF SUCCESS FACTORS FOR ONLINE EGYPTIAN FASHION RETAILERS USING THE ANALYTIC HIERARCHY PROCESS
DOI:
https://doi.org/10.7903/ijecs.2192Keywords:
E-commerce, Online Fashion retailers, Multi-Criterion Decision making(MCDM), AHP, EgyptAbstract
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 growthReferences
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