Factors Affecting the Selection of B2C E-Commerce Website in Vietnam: A Fuzzy AHP Analysis

The burgeoning B2C e-commerce landscape in Vietnam necessitates a deeper understanding of customer selection criteria to ensure sustained satisfaction and trust. This study addresses this gap by employing a Fuzzy Analytic Hierarchy Process (FAHP) to evaluate B2C e-commerce platforms in Vietnam. The FAHP facilitates the identification of critical factors and sub-factors influencing online customer satisfaction and website selection. We leverage a comprehensive literature review to establish a framework encompassing five main factors and twenty-three sub-factors. Our FAHP analysis unveils "Privacy and Security," particularly "Secure transactions," as the most influential factor for Vietnamese consumers. "Website design and usability," with an emphasis on "Website responsiveness," takes the second-highest priority. These results provide valuable insights for e-commerce businesses, enabling them to optimize resource allocation based on the relative importance of these factors. Furthermore, this research contributes to the limited body of knowledge on B2C e-commerce website selection, particularly within the Vietnamese context.