Document Type : Original Article (Quantified)

Authors

• shayan mohammadpour mir ¹
• shiba masoumi ²
• seyed mojtaba kavoosi davoodi ²

¹ Master's student, Department of Business Administration, Babol Branch, Islamic Azad University, Babol, Iran

² Assistant Professor, Department of Industrial Engineering, Babol Branch, Islamic Azad University, Babol, Iran

Abstract

The purpose of this research is to investigate and prioritize factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The current research is applied in terms of purpose and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts who have master's degree and above and have at least 10 years of work experience in the relevant field and managers and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization. In order to prioritize the factors and its components, the best-worst (BWM) method was used and Lingo software was used for analysis. Effective factors include the components of 1- infrastructure (access to the Internet network, electronic storage of information, security systems and electronic payments), 2- payment system (payment authorization, various customer payment methods, settlement operations), 3- Knowledge and awareness (customer notification system, considering customer privacy, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, company's seasonal auctions, timely delivery of goods, building trust) is. The results show that the prioritization of factors affecting the success of e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth importance.

Keywords

• E-commerce
• e-commerce success
• website quality
• costs
• infrastructure
• customer satisfaction
• awareness and knowledge

Main Subjects

• business management