Title: Using TOPSIS and modified TOPSIS methods for evaluating the competitive advantages of internet shopping malls

Authors: Deepesh Kumar Singh; Manoj Kumar Dash; Anil Kumar

Addresses: Behavioural Economics Experiments and Analytics Laboratory, ABV-Indian Institute of Information Technology and Management, 213, D Block, Gwalior (M.P.), India ' Behavioural Economics Experiments and Analytics Laboratory, ABV-Indian Institute of Information Technology and Management, 213, D Block, Gwalior (M.P.), India ' Behavioural Economics Experiments and Analytics Laboratory, ABV-Indian Institute of Information Technology and Management, 213, D Block, Gwalior (M.P.), India

Abstract: Taking into consideration personal innovativeness on information technology, web quality dimension, information and e-service dimension, incentives and post purchase service and online reputation, this research explores how internet shopping malls to establish their competitive advantages through these dimensions. This study starts with an examination of the literature on internet shopping malls about their competitive advantages upon which we develop conceptual framework and proposed a research model. Data is collected through structured questionnaire by survey of experts. TOPSIS is used to rank internet shopping malls and modified TOPSIS is applied to check sensitivity of results. From this study results, information and e-service dimension and online reputation are the most important factors for improving competitive advantage of internet shopping malls. Moreover, Flipkart and Myntra rank the first two positions for internet shopping malls. This study draws on the research results for implications of managerial practice, and then suggests some empirical tactics in order to enhance management performance for the online service providers.

Keywords: personal innovativeness; online reputation; incentives; post purchase service; internet shopping malls; TOPSIS; competitive advantage; information technology; web quality; e-services; electronic services; online services.

DOI: 10.1504/IJBIS.2016.077839

International Journal of Business Information Systems, 2016 Vol.22 No.4, pp.476 - 494

Received: 17 Jan 2015
Accepted: 22 Feb 2015
Published online: 17 Jul 2016 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article