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Today internet has emerged as a huge marketplace of products and services for meeting needs of more than a million customers worldwide. It provides users a platform to access information globally in electronic form as well as in terms of business transaction, such as,e-payments, e-orders and e-booking etc. The advent of the internet has led to the establishment of electronic commerce. Today a large number of B2C e-commerce websites are available, which makes it difficult not only for the customers to find right product at right price, but also for a company to choose a better site for selling its product. Thus, there is need to rank e-commerce websites in B2C electronic commerce. The objective of this paper is to rank ecommerce websites on the basis of success factors, namely, System Quality, Content Quality, Usages, Trust, Customer Support, Online Customer Feedback and Personalization. Here we have used a two stage approach combining maximum entropyordered weighted averaging aggregation (ME-OWA) with fuzzy Analytic Hierarchy Process (FAHP) for choosing the best B2C e-commerce website.

An Innovative B2C E-commerce Websites Selection using the ME-OWA and Fuzzy AHP