ABSTRACT
This chapter provides an in-depth performance evaluation for e-stores. The competition among e-stores is dynamic and fast changing. The chapter aims to demonstrate the proposed new hybrid multiple attribute decision making (MADM) model for problem solving using an empirical study of three e-stores—Yahoo, PChome, and Books. It analyzes and compares these three famous online e-stores. The example of Yahoo shows how e-stores can adopt the hybrid MADM model, the decision-making trial and evaluation laboratory-based analytic network process (DANP) weighting system, and the modified VIKOR aggregator to conduct systematic evaluations and improvement planning by using the opinions of domain experts and consumers. The proposed hybrid MADM model not only identifies the relative importance of each dimension/criterion to evaluating performance but also offers a combined tool-DANP and modified VIKOR —for e-stores to assess their relatively underperforming dimensions/criteria in a dynamic business environment.
