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Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach

Ishani Patharia Chopra et al.

International Journal of Internet Marketing and Advertising2025https://doi.org/10.1504/ijima.2025.145067article
AJG 1ABDC C
Weight
0.37

What the paper says

Digitalisation has raised the interest of a number of people in online shopping. The humongous growth of online shoppers has enhanced the challenges for e-retailers to understand the dynamic online shoppers' behaviour Therefore, the present study aims to understand the priority assigned to various factors that affect online shopping behaviour. Data was collected from 641 Indian online shoppers through a well-structured questionnaire using the snowball sampling technique. The result of fuzzy-AHP method indicate that habit (H) is the most important factor determining online shopping behaviour whereas social influence (SI) and hedonic motive (HM) are the least influential ones. Moreover, the most influential sub-criterion is the filter option of shopping websites that eases customers to access what they want. The present study offer practical implications to help e-retailers for developing effective strategies to overcome the challenges of attracting and satisfying online customers.

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https://doi.org/https://doi.org/10.1504/ijima.2025.145067

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@article{ishani2025,
  title        = {{Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach}},
  author       = {Ishani Patharia Chopra et al.},
  journal      = {International Journal of Internet Marketing and Advertising},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijima.2025.145067},
}

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Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.