Prioritization of factors affecting customers' e-commerce platform selection with fuzzy cognitive mapping

Abstract

The widespread use of the internet and the convenience offered by online shopping have changed consumers' shopping habits, increasing the demand for e-commerce. In the e-commerce ecosystem, where the competitive environment is increasing day by day, platforms must analyze the needs of their customers and prioritize their selection criteria. With this analysis platforms can make their investment and development in these areas. In the literature review, the prominent criteria for customers' platform and brand selection were researched and eleven factors were determined. Afterwards, relationship tables were created through one-to-one surveys with eight experts working in the e-commerce sector and the factors were analyzed with the Fuzzy Cognitive Mapping. During the analysis, FCM model was preferred because it examines the causal relationships between the components of a complex and dynamic system. This study is intended to contribute to the development strategies of e-commerce platforms by analyzing the factors affecting customers' choice of e-commerce platform.