Identification and ranking of factors affecting online repurchase using DEMATEL and analytical network process
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 8
Abstract
This study was conducted in 2017 with the aim of identifying and ranking factors that affect online repurchase using DEMATEL and analytical network process. The population of the study consisted of all customer in the city of Shiraz who had an online shopping experience. Considering the nature of the study that requires a small sample size, 30 individuals were selected from the population using convenience sampling. DEMATEL and analytical network process were used for answering the research questions. First, the factors impacting individuals’ online shopping were determined using the literature review. These factors consisted of 13 indices: “rules and regulations, trust, technological infrastructure, individual’s positive attitude, website quality, individual characteristics, past experiences, computer self-efficacy, security, social norms, ease of use, perceived usefulness and service awareness”. Then, using DEMATEL, the relationship between the factors were specified and they were ranked using the analytical network process. The results indicated that trust, an individual's positive attitude, website quality, ease of use, perceived usefulness and awareness of services had the highest ranks.
Authors and Affiliations
Maryam Soror
Keywords
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